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

Idea to Value - Creativity and Innovation with Nick Skillicorn

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:

• Human Element Book: https://www.humanelementbook.com/
• David's faculty page: https://www.kellogg.northwestern.edu/faculty/directory/schonthal_david.aspx

Bonus:

This episode was made possible by our premium innovation and creativity training. Take your innovation and creativity capabilities to the next level by investing in yourself now, at https://www.ideatovalue.com/all-access-pass-insider-secrets/

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