Author: Loran Nordgren, David Schonthal

Notes:

• Fuel = Strategies to give an idea thrush
• Friction = Things that work against the change we seek to create
• Our intuition is to focus on Fuel, neglecting Friction
• Four Frictions
  1. Inertia
     • Desire to stick with what we know
  2. Effort
     • Energy (real and perceived) to make change happen
  3. Emotion
     • Unintended negative emotions created by the change
  4. Reactance
     • Impulse to resist change
• Fuel
  • Progressive fuel - Product, Place, Price, Promo + Packaging, Positioning, People
  • Aversive Fuel - Fear, Loss, Risk, Regret, Impatience etc
  • Fuel is costly, usually self evident and scales with friction
• Overcoming
  1. Inertia
     1. Make it gradual
        1. Increase amount of time between initial exposure and action/decision
        2. Increase reminds of the idea
        3. Make change gradual vs disruptive
        4. Only change parts but not the full prototype
        5. Attach a familiar face
        6. Match the look and feel with audience
        7. Find the right analogy
     2. Make it relative
        1. Give more options
        2. Add an extreme option
        3. Use an inferior option as a reference point
  2. Effort
     1. Create a roadmap
        1. Show how to implement the desired behaviour
        2. Let people know when to perform the desired action
        3. Create an if-then trigger
     2. Streamline the behaviour
        1. Identify pain points by plotting out experience timeline
        2. Remove friction from analysing process to implmenet
        3. Make it harder to say “no”
        4. Make it the default option
  3. Emotion
     1. Allow for trial
     2. Make decisions easily reversible
     3. Include a “service” element
     4. Focus on why
        1. JTBD: Identify functional, social, emotional value of idea
        2. Distinguish symptom and underlying cause of rejection
     5. Become an ethnographer
        1. Observe real behaviour to find insights
        2. Understand context of audience to understand needs and trade-offs
        3. Look at existing workarounds and solutions
     6. Bring the outside in
        1. Co-creation
  4. Reactance
     1. Ask Yes Questions
        1. Make sure you ask, not tell
        2. Frame questions based on small common grounds first
        3. Make commitments public
     2. Co-Design
        1. Invite Participation
        2. Ensure participation is meaningful and exceeds expectations