The human element overcoming the resistance that awaits new ideas
The law of attraction: the battle between friction and fuel -- Thinking in fuel: the reasons a fuel-based mindset rules the world -- Inertia: why we stick with what we know -- Overcoming inertia: how to transform a novel idea into a familiar friend -- Effort: why we follow the path of least resistance -- Overcoming effort: how to build aerodynamic ideas -- Emotion why the best ideas produce the most anxiety -- Overcoming emotion: how to quiet the fears that impede progress -- Reactance: why we feel the impulse to resist change -- Overcoming reactance: how to help your audience persuade themselves -- Three case studies
Print Book, English, 2022
Wiley, Hoboken, New Jersey, 2022