David Schonthal is an award-winning Professor of Strategy, Innovation & Entrepreneurship at the Kellogg School of Management (Northwestern University), the Director of Entrepreneurship Programs at Kellogg and the Faculty Director of the Zell Fellows Program.  During the pandemic, David and his colleague, Loran Nordgren, wrote The Human Element: a book centered around their original concept, Friction Theory, which is a ground-breaking methodology that explains why even the most promising innovations and change initiatives often struggle to gain traction with their intended audiences as released. This episode was recorded in front of a live audience during book release event; its content travels between personal stories and inspirations, career pivots and evolutions, academia: how it succeeds and fails and, especially Friction Theory/The Human Element.