THE HUMAN ELEMENT: Book Fireside Chat

08/26/2021 5:30 pm – 6:30 pm CST
  • Corporate
  • Early Stage
  • Growth Stage

Join us for an in-depth conversation with Loran Nordgren and David Schonthal, on their newly published book, The Human Element. The authors will explore how The Human Element explores this new way of thinking followed by an open audience Q&A. Those who attend this event will receive a copy of The Human Element.



How do you get people to embrace a new idea? Most people assume that the best (and perhaps only) way to convince people to embrace change is to heighten the appeal of the idea itself. We instinctively believe that if we add enough value, people will say “yes.” We refer to this habit of the mind as a “Fuel-based mindset.” Fuel is what incites our desire to change. By focusing on Fuel to enhance attraction, innovators neglect the other half of the equation – the psychological Frictions that oppose change. Frictions create drag on innovation. And though they are rarely considered, overcoming these Frictions is essential for creating change. The limitations of Fuel call for a new approach to innovation. It demands that we stop thinking in Fuel. The Human Element explores this new way of thinking.

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Loran Nordgren is a Kellogg Professor of Management. His research and teaching explores the psychological forces that propel and prevent the adoption of new ideas. Loran has received numerous awards for research and teaching, and has worked with companies throughout the world on a wide-range of behavior change problems, a process he calls Behavioral Design.

David Schonthal is a Kellogg Professor of Innovation and Entrepreneurship. He is a Senior Director at IDEO, an Operating Partner at 7Wire Ventures, a Venture Partner at Pritzker Group Venture Capital, and is the Co-Founder of MATTER, a healthcare technology incubator in downtown Chicago.

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