Podcast S6E132: David Schonthal - The frictions which prevent innovation adoption

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In this episode of the Idea to Value podcast, we speak with David Schonthal, a Clinical Professor of Innovation & Entrepreneurship at Northwestern University's Kellogg School of Management.

See the full episode at https://wp.me/p6pllj-1Fz

#innovation #designthinking #ideas

He teaches courses in new venture creation, design thinking, business acquisition, healthcare entrepreneurship, corporate innovation and creativity. He is also the author of the new book The Human Element: Overcoming the Resistance That Awaits New Ideas with his co-author Loran Nordgren.

Topics covered in this episode:
  • 00:01:45 - What were the forces standing in the way of good ideas?
  • 00:02:30 - The four frictions which prevent innovation: Inertia, Effort, Emotion, Reactance
  • 00:05:00 - People trying to develop innovations usually do not think of the frictions, they just think of fuels
  • 00:07:15 - Inertia: Human beings are creatures of habit and resist change
  • 00:10:30 - Finding out the real frictions and perceived value drivers using ethnographic research
  • 00:14:00 - The need to make people feel familiar with unfamiliar ideas
  • 00:19:00 - Examples of frictions being universal, as exemplified by the animal kingdom
  • 00:21:30 - Case studies of companies that are succeeding with removing frictions instead of adding fuel
Links mentioned in this episode: Bonus:

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