In his book, “The Human Element: Overcoming the Resistance that Awaits New Ideas,” Kellogg professor David Schonthal challenges the default assumption that selling an idea requires the seller to heighten its appeal. Instead, he makes the case that failure to adopt ideas, strategies or products is often due to the four key psychological frictions that oppose change: inertia, effort, emotion and reactance. He argues that successful leaders and innovators must identify, understand and overcome these to achieve novel outcomes.