It’s not about the Fuel, it’s about the Friction, with Professor David Schonthal, co-author of The Human Element: Overcoming the Resistance That Awaits New Ideas

Leaders of digital and ecommerce are always trying to influence the adoption of new ideas - new products and brands by shoppers, and new ideas for how internal teams must transform to both meet the challenges of a shopper-led buying journey and to maximize growth. David Schonthal, professor of Innovation & Entrepreneurship at the Kellogg School, is co-author of The Human Element: Overcoming the Resistance That Awaits New Ideas. For every marketer that’s been brought up on The Law of Attraction, this book illuminates the other side of influencing behaviors - the Frictions that stand in the way, and the best strategies and processes for identifying and overcoming them. Molly Schonthal (yes, a relation) joins Peter Crosby as co-host.