Referring in Language: An Integrated Approach

Reference

Jones, Katy

Schönthal, David

Fontaine, Lise

Words, Language & Grammar

Cambridge University Press

Product Description \nThe Human Element is for anyone who wants to introduce a new idea or innovation into the world. Most marketers, innovators, executives, activists, or anyone else in the business of creating change, operate on a deep assumption. It is the belief that the best(and perhaps only) way to convince people to embrace a new idea is to heighten the appeal of the idea itself. We instinctively believe that if we add enough value, people will eventually say "yes." This reflex leads us down a path of adding features and benefits to our ideas or increasing the sizzle of our messaging - all in the hope of getting others on board. We call this instinct the "Fuel-based mindset." The Fuel-based mindset explains so much of what we do, from adding countless trivial features to software, to bolting a sixth blade onto a shaving razor.\nBy focusing on Fuel, innovators neglect the other half of the equation - the psychological Frictions 
that oppose change. Frictions create drag on innovation. And though they are rarely considered, overcoming these Frictions is essential for bringing new ideas into the world. 
The Human Element highlights the four Frictions that operate against innovation. Readers will discover:\nWhy their best ideas get rejected - despite their undeniable value. 
How to disarm the forces of resistance that act against change. 
How to transform the very Frictions that hold us back into catalysts for change.\nPerfect for business leaders, product managers, educators, and anyone else who seeks to bring new and exciting ideas to life, 
The Human Element is an indispensable resource to help people overcome the powerful forces of human nature that instinctively resist change.\nReview 
"An engrossing read on what it takes to open other people's minds. A leading psychologist and a crackerjack entrepreneur team up to demystify the science and practice of convincing people to let go of the status quo. If you've ever been frustrated by people rejecting an innovative idea or refusing a constructive change, this book might just be what you need."--Adam Grant, #1 New York Times bestselling author of Think Again and host of the TED podcast WorkLife"The Human Element pulls back the curtain on the psychological forces that stop people from embracing new ideas and adopting new products. Whether you're a creator looking to execute or an executive looking to create, this book is a timely read."--Daniel H. Pink, Author of When, Drive, and To Sell Is Human"Why is it that customers looking at new products or services that would dramatically change their lives or business for the better find it so hard to embrace and adopt them? The Human Element cracks the code. It describes the four forces that act against innovation and provides entrepreneurs the insights and tools on how to overcome them. This book is essential reading for any entrepreneur or innovator looking to accelerate adoption of disruptive innovation."--Steve Blank, Eight-time entrepreneur-turned-educator and originator of the Lean Startup movement 
"Too often marketers rely on features, benefits and promotion as the way to get customers to adopt a new product or service. But as it turns out, this is only half of the marketing formula. The Human Element makes a critical contribution to the world of marketing by identifying the four primary Frictions that inhibit consumers' desires to adopt new offers. This book shows readers not only how to forecast these Frictions, but more importantly, how to overcome them. The Human Element is a must read for anyone attempting to launch something new."--Philip Kotler, "The Father of Modern Marketing", Author of over 80 books and Professor Emeritus at the Kellogg School of Management 
"Adoption of your products and services is key to innovation success. Let this book be your guide."--Alex Osterwalder, Innovation Thought Leader, Best-selling author of Business Model Generation and originator of the Business Model Canvas 
"What

The Human Element: Overcoming the Resistance That Awaits New Ideas

Business & Money

Nordgren, Loran

Management & Leadership

wiley

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