Loran Nordgren and David Schonthal take an in-depth look at why people reject good ideas, why groundbreaking innovations often go ignored, and how you can get people to take notice of and adopt your suggestions.

Groundbreaking ideas with the potential to solve innumerable problems can often go ignored.

While sometimes the culprit is bad presentation or marketing, often there is an unseen force at work — friction.

Frictions are the little things that get in the way of innovation, the difficulties that make it easier for people not to adopt an idea than to embrace it.

In The Human Element, behavioral scientist and Kellogg School of Management professor Loran Nordgren and his colleague David Schonthal, professor of Strategy, Innovation, and Entrepreneurship, dive into what makes people resistant to innovation.