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What's Next! with Tiffani Bova

Mar 10, 2022

Welcome to the What's Next! Podcast with Tiffani Bova. 

David Schonthal is an award-winning Professor of Strategy, Innovation & Entrepreneurship at the Kellogg School of Management where he teaches courses on new venture creation, design thinking, healthcare innovation and creativity.  

Along with his colleague Loran Nordgren, David is one of the originators of Friction Theory – a ground-breaking methodology that explains why even the most promising innovations and change initiatives often struggle to gain traction with their intended audiences – and what to do about it.  This work is popularized in David’s Wall Street Journal and National Bestselling book, The Human Element: Overcoming the Resistance That Awaits New Ideas (Wiley).  


THIS EPISODE IS PERFECT FOR… people who want to innovate businesses products and services with new ideas that put people first.  


TODAY’S MAIN MESSAGE… At the heart of any business lies a product that helps people and it’s our job as business leaders to focus on the humanity these products can deliver. But sometimes there are challenges we face in implementing new ideas - what David calls “frictions” - that stand in the way of innovations. Ultimately, he believes that by identifying those sources and addressing the issues, we can pave the way for growth and progress.  


WHAT  I  LOVE  MOST David understands that at the core of customer service, design thinking must place the customer first. Human-centered design must consider not only the functional value the product brings, but also the social and emotional value for people as well.  


Running time: 29:12 

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Find David online: 

Official Website 




David’s Book: 

The Human Element