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

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 https://www.humanelementbook.com/.

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!

Use this link to book a call https://calendly.com/gorilla-revops/discovery-chat

Author

Andy Hamer BA (Hons) Marketing Engineering FCIM

Andy is a seasoned technology business professional with extensive experience in commercial, sales, marketing, and operations.

Andy has successfully delivered disruptive technologies to the market in the UK and globally, building a successful career in technology-enabled businesses by joining sectors undergoing disruptive transitions. He has a diverse portfolio of experience in commercial areas such as sales, business development, account management, strategic planning, analysis and marketing, business acquisition, gap analysis, investment development, and go-to-market strategy, as well as expertise in product marketing, development, management, and technical awareness.

Andy is passionate about helping his customers find solutions to improve their businesses, increase productivity and quality, reduce costs and waste, and generate more profitable business while minimizing risk. His consultancy clients have included major technology companies: IBM, DEC, Apple, Toshiba, Panasonic and major global services businesses: ATT, BT, CSC, NTT, KDD, and Deutsche Telecom, various medium-sized businesses: Park Law, DBO services, Cirrus Supply Chain, Systems Microwave, and start-ups: CodeBook, Xinaps, Invicara, XYZ Reality, and Archdesk.

Andy offers his services in-person, remotely, and in a hybrid format both in the UK and internationally. We look forward to working with you and helping your business scale and grow through by developing a clear commercial operational strategy.

Book a 60-minute discovery session use this link to book a call https://calendly.com/gorilla-revops/discovery-chat