Fuel & friction: how to influence decision-makers - guide

Fuel & friction are central to how ideas are adopted

How far a rocket travels depends on two things: fuel and friction. The same is true for ideas - both elements are central to how ideas are adopted, but sometimes friction can be forgotten as it is not as visible. This guide summarises key learnings from 'The Human Element' book, and shares ideas for Insight teams in overcoming resistance with their stakeholders.

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