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The Human Element: Overcoming the Resistance That Awaits New Ideas
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Wall Street Journal bestseller
Watch your most innovative ideas take flight by overcoming the forces that resist change
The Human Element is for anyone who wants to introduce a new idea or innovation into the world. Most marketers, innovators, executives, activists, or anyone else in the business of creating change, operate on a deep assumption. It is the belief that the best (and perhaps only) way to convince people to embrace a new idea is to heighten the appeal of the idea itself. We inst...