October 17, 2023

Fuel vs. Friction: Navigating the Competing Forces of Change and Innovation

Episode 207 of The Innovation Engine podcast.

On this episode of The Innovation Engine Podcast, we dive deep into the realm of innovation, change, and the human resistance to new ideas with David Schonthal, an award-winning professor at the Kellogg School of Management. David is the co-originator of the revolutionary “friction theory,” which sheds light on why promising innovations often stumble before reaching their full potential.

David and host Scott Varho explore the profound influence of human psychology on the acceptance and adoption of change. Why do people love the idea of innovation but dread the concept of change? David presents insightful real-world examples, highlighting the necessity of understanding the human element for successful innovation.

As the discussion unfolds, listeners will be intrigued by the power of subtle shifts in approach, like shifting change management or marketing strategies to foster self-persuasion. It’s an enlightening conversation that delves into the intricacies of introducing change, managing resistance, and ensuring that innovations don’t just shine but also find their rightful place in the market.

Tune in to discover the hidden challenges that await new ideas and how to navigate them successfully.

Listen to the Episode

Watch the Full Episode

You can tune in to the full episode via the YouTube embed below.

Episode Highlights

  • The challenges faced by promising innovations and the nuances of “friction theory,” including the four types of friction
  • The significance of empathy in product development and the limitations of traditional marketing personas
  • Real-world examples of subtle marketing techniques that can influence consumer perception


About The Innovation Engine

Since 2014, 3Pillar has published The Innovation Engine, a podcast that sees a wide range of innovation experts come on to discuss topics that include technology, leadership, and company culture. You can download and subscribe to The Innovation Engine on Apple Podcasts. You can also tune in via the podcast’s home on Spotify to listen online, via Android or iOS, or on any device supporting a mobile browser.