Loran Nordgren is Professor of Management and Organizations at Northwestern University’s Kellogg School of Management. His research explores the basic psychological processes that guide how we think and act.

David Schonthal is Clinical Professor of Innovation & Entrepreneurship at Kellogg, as well as Faculty Director of Kellogg’s Zell Fellows Program, a selective venture accelerator program designed to help student entrepreneurs successfully launch or acquire new businesses.

Their new book, The Human Element, focuses on how to get people to say yes to a new idea or innovation. Many believe that the best (and perhaps only) way to convince people to embrace a new idea is to heighten the appeal of the idea itself. However, the authors argue, this neglects the other half of the equation — the psychological “Frictions” that oppose change.

In a conversation with Martin Reeves, Chairman of the BCG Henderson Insitute, the authors share insights from the book, explore the causes of frictions, and provide guidance on how we can identify and overcome them.