The Human Element

11 Three Case Studies: Putting Friction Theory into Practice

In the following case studies, we apply Friction theory to three real‐world scenarios. These situations are complex, and in each there is no one clear solution. This is by design. In each case, we analyze the Frictions as we see them (maybe you'll spot things that we missed) and look at the tactics the innovator used to overcome resistance to change. In some of the cases, the lens of Friction theory has been applied to identify new opportunities for innovation. In others it has been applied to evaluate the presence and magnitude of the headwinds awaiting a given innovation in the market.

We have noted our observations for each case in worksheets we call Friction Reports. We use Friction Reports to help diagnose and forecast the impact the Four Frictions have (or will have) on innovation and change initiatives. Friction Reports are designed to be completed collaboratively among colleagues and teammates. The primary objective in completing one of these worksheets is not the report itself, but rather the discussion and debate ...