In the world of innovation, the path to success is believed to be paved with enhancing the allure of new ideas—adding more features, benefits, and persuasive power, dubbed the 'Fuel-based mindset'. 'The Human Element' challenges this ingrained belief by shedding light on the overlooked 'Frictions'—psychological forces that resist change. Loran Nordgren and David Schonthal unveil the four core Frictions hindering innovation and provide strategies to disarm them. This game-changing guide empowers readers to turn these barriers into catalysts for change, ultimately facilitating the acceptance and success of novel ideas in various domains, from businesses to social movements.