Prefer to talk? Call +1 347 223 5128
5.00 of 5
Top rated!5 of 5
David was quite masterful with the group. The session got one of our highest ratings. He did an outstanding job of unpacking the content in a way that was truly engaging.
Kaihan KrippendorfFounder, Outthinker Strategy Network
5 of 5
Engaging talk. Practical, easy to understand. David had great examples that brought Friction Theory to life.
Carole SilvestreGlobal Head of Communications, VTEX
5 of 5
David’s presentation and message were a great capstone for this year’s theme of establishing an innovation mindset throughout our company.
Jon ZasiebidaGlobal User Marketing Director, Robert Bosch Tool Corporation
Keynote by David Schonthal:
In today’s business landscape, the emergence of generative and agentic AI presents unprecedented opportunity, yet also faces deeply entrenched resistance. While most executive teams focus on showcasing AI’s value—efficiency, scalability, and competitive edge—these traditional, value-based approaches often overlook a critical truth: value alone doesn’t drive adoption.
In this session, Kellogg Professor and Wall Street Journal bestselling author David Schonthal will draw on insights from his book, The Human Element, and explore why organizations and individuals resist change, even when the benefits are obvious. Through the lens of Friction Theory —which shines a light on the hidden forces that oppose innovation—participants will gain a practical framework for understanding and overcoming the human barriers to technological transformation.
Delivered at the intersection of behavioral science and strategic innovation, this session challenges conventional thinking around how new technology is best introduced into organizations, and offers corporate leaders a roadmap for driving adoption with empathy, ease, and understanding.
Key Takeaways Include:
Designed for senior leaders navigating change, this session will help executives to lead innovation initiatives not just with technical insight—but with a deep understanding of the human element behind every transformation.
Keynote by David Schonthal:
Keynote by David Schonthal:
How do you get people to say yes to a new idea or innovation?
In this interactive session, David Schonthal highlights the Frictions that operate against new ideas and innovation and the Fuels that can help supercharge them; describes the unexpected reasons why the ideas and initiatives people are most passionate about get rejected, and the right types of “fuel” that can propel a good idea forward; and explains how to transform those frictions and fuels into powerful catalysts for change.
Keynote by David Schonthal:
Why do people show interest in a product or service, but never buy? It’s probably not due to the product’s lack of appeal but rather because of the frictions companies inadvertently create as they try to help get, keep and grow customers.
In this talk, David explains that the things you think will get customers to sign on are probably making things worse, and offers specific case studies for what to do to make sure your customers don’t disappear.
Keynote by David Schonthal:
The most successful companies in the world are the ones that know things about their customers that competitors haven’t figured out, and know how to use this knowledge to maintain their competitive edge.
In this session, David walks participants through novel research techniques to better understand customers and their needs, and other steps to unlock this competitive advantage.
Watch David Schonthal in action
Watch David Schonthal in action
Where are you in your AI journey? It has been easy to focus that question on larger companies, given their scale and stakes. But it’s equally relevant for small-to-medium-size (SMB) businesses, from mom-and-pops to venture-backed startups. For this article’s purposes, we’re talking about c
It turns out there’s a hack for that. Businesses that want to sell to other businesses can circumvent the usual process of offering their products and services directly to potential business customers. They can do this without spending a lot on direct-to-consumer, either. I’m seeing and hearing abou
Pack Your Suitcase for Some Time Away. A new place could inspire a novel idea. Expert opinion by David Schonthal, director of entrepreneurship, Kellogg School of Management. Here's good news for entrepreneurs, innovators, and anyone else seeking to get their creative juices flowing: Japan and Korea
