Loran Nordgren & David Schonthal are the originators of ‘Friction Theory’, a ground-breaking methodology that explains why promising innovations and change initiatives may struggle to gain traction with their intended audiences. Both professors at the Kellogg School of Management, Loran and David’s book, The Human Element: Overcoming the Resistance That Awaits New Ideas (2021), reveals how most people who want to introduce a new idea focus mainly on its appeal and value, ignoring the forces that are creating drag on the innovation. The Human Element shows readers ways to transform the forces of Frictions that hold us back into catalysts for change.
At the Kellogg School of Management at Northwestern, Loran is a Professor of Management and Organizations and David is a Clinical Professor of Strategy, Innovation and Entrepreneurship. Loran’s work on behavioral design and David’s work on innovation and design thinking have been featured in Harvard Business Review, California Management Review, Science, The Economist, and The New York Times.
David Schonthal speaks about The Human Element, the book he coauthored with Loran Nordgren, at Building the Future 2022, a digital transformation event sponsored by Microsoft. He explains the importance of paying attention to how you can affect not only forces that incite change, but also forces that oppose change.