Factor C, or How Not to Ruin a Good Idea

Why do some innovative ideas "take off," while others do not? What holds them back? Or, more precisely... who? The answer, dear friend, is simple: you are Human! You are lazy and choose the familiar and known, you fear and resist change. The authors of this book skillfully explain the origins of the "forces of friction" and discuss how to overcome them so that new products, services, or user experiences achieve the deserved success in today’s highly competitive market.