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Open Daily: 10am - 10pm | Alley-side Pickup: 10am - 7pm
3038 Hennepin Ave Minneapolis, MN
612-822-4611
The Human Element: Overcoming the Resistance That Awaits New Ideas

The Human Element: Overcoming the Resistance That Awaits New Ideas

Nordgren, Loran
Schonthal, David

Hardcover

Investing & FinanceManagementMarketing

Publisher Price: $27.00

ISBN10: 1119765048
ISBN13: 9781119765042
Publisher: Wiley
Published: Oct 5 2021
Pages: 256
Weight: 0.97
Height: 0.91 Width: 6.32 Depth: 9.17
Language: English

Wall Street Journal bestseller

Watch your most innovative ideas take flight by overcoming the forces that resist change

The 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.

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