Скачать или смотреть Mastering the Key Elements of Self Persuasion | Loran Nordgren

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How do you get people to embrace a new idea or initiative? 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 desires to change. But by focusing only 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 ultimately call for a new approach to innovation, and behavioral scientist Loran Nordgren is here to deliver.

In his book The Human Element, as well as his accompanying presentation, Nordgren reveals a revolutionary new way of thinking, and how to apply it to your latest product, service, or idea. Equipped with the second half of the marketing equation, audiences will walk away with the skills to overcoming the barriers to change and make a real impact.