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  • Writer's pictureAndy Hamer

Overcoming Human Friction: The Key to Business Growth in the Tech Industry

Are technology companies demanding too much from customers by overlooking and failing to address fundamental human behaviour? Could this be why some tech businesses don't gain traction with their ground-breaking and innovative products? The answer might be that simple.

This concept was highlighted during a recent conversation with @randeeherrin while discussing potential podcast collaborations. The construction industry, for example, desperately needs to improve its narrow margins, yet it seems hesitant to adopt technologies that could help. It's baffling – what do they have to lose? There's nothing but gains to be made.

Randee firmly believes that people's inherent aversion to change is the culprit. She argues that construction company management needs to envision change, comprehend its impact on the business and workforce, and learn how to dismantle the barriers and friction that naturally deter people from embracing change voluntarily. History has shown that forced change is met with resistance, diluting potential benefits and, in some cases, leading to outright avoidance and wasted time.

To better understand "human friction," Loran Nordgren and David Schonthal's new book, The Human Element, explores four frictions that work against new ideas and innovation:

  1. Inertia - The compelling urge to maintain the status quo despite its limitations

  2. Effort - The energy (actual and perceived) required to implement change

  3. Emotion - The unintended negative emotions generated by the very change we seek

  4. Reactance - The instinct to resist being changed

Technology businesses will uncover why their cherished ideas and initiatives face rejection by investigating these frictions. They will also learn how to recognize and neutralize these resistance forces, discovering how the frictions that hinder progress can be transformed into catalysts for change. Check out the book at

I have personally experienced the impact of friction in a situation where a solution required supplementary services to help clients understand their needs, the reasons behind them, how to implement the solution, and its effects on the company's structure, workflow, and personnel. This was necessary to reduce friction and mitigate risks, giving clients the confidence to invest before implementation. Management's failure to recognize this need led to a lack of market traction.

In conclusion, even with the most advanced technology and feature-rich solutions promising substantial profit returns, neglecting to account for "human friction" in product delivery through services and support will stunt business growth. That's why achieving Product-Customer-Market fit is crucial.

Don't let human friction prevent your tech business from achieving its full potential. Recognizing and addressing these natural barriers to change is essential for success in today's competitive market. As a business advisor, I can help you navigate these challenges and transform resistance into a catalyst for growth.

Contact me today to schedule a consultation and discover how we can overcome human friction together, fine-tune your Product-Customer-Market fit, and propel your business to new heights. Empower your organization with the right strategies and support – take the first step now!

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