David Schoenthal

David Schonthal, an award-winning Professor of Strategy and Innovation at Kellogg, dives into the nuances of overcoming resistance to new ideas. He discusses the critical balance between friction and fuel in driving change, emphasizing how leaders often overlook friction's impact. Schonthal introduces practical strategies like starting small with 'beacon projects' to test innovations and boost acceptance. He stresses the importance of repetition and relatable communication to ease the adoption of new concepts, making innovation more accessible.