This is trend following radio where great thinking comes alive.

Nobel Prize winners, legendary traders, bestselling authors, and the pros that know what drive us irrational human beings.

I am your host, Michael Covel, not filtered, raw, honest.

That's my passion.

I'm a sucker for the new idea.

I'm a sucker for the new entrepreneurial idea. I've tried a lot of things in my lifetime. Some things have been great successes. Some things not. Some things just okay. I have not given it, though, the, let's say, scientific method approach.

Often a lot of my approach has been a good idea, perhaps from a lot of experience,

a good idea launched, and if there's some acceptance, I run with it.

But that's not necessarily the best way to approach it.

My guest today talks about a good way to approach this very issue.

His book, The Human Element, Overcoming the Resistance that Awaits New Ideas.

My guest today is David Shonthal. David makes the case,

and I agree, that we all too much instinctively believe that if we add enough value,

people will eventually say yes, but it's the psychological frictions. We don't think about that enough.

And frictions create that drag on innovation.

And if you can't get around the human element, forget it.

Whatever new thing that you're launching, whatever new idea that you've got,

it's not going to happen.

I hope you enjoy this conversation with David Shonthal as we get into the human element. I might sound basic to people, but I think for a guy like you, and I can appreciate it from afar, the word idea, wow, this is a really interesting word.

I mean, most people probably really don't sit down and think about the word idea a lot or perhaps ever, or they might use it describing something.

But they really don't get down to the essence as to how interesting this word has been in the last, let's say, since the dot-com bubble ripped off in 1995.

Ideas have just fast and furious changed the face of civilization and perhaps

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