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

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 one-page summary highlights key learnings from 'The Human Element' book, and shares ideas for Insight teams in overcoming resistance with their stakeholders.

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