Introducing new ideas is hard and most of us think the best way to win people over is to push harder. Organisations and individuals tend to focus on understanding behaviours in terms of internal forces, things like motivation and intent. Therefore, when attempting to launch a new product, and maybe people aren’t buying, the way the mind understands that is to assume that it is because the appeal or should I say the allure is insufficient. When you want to grow and sell to more customers, you usually say: “I need to improve my product, I’ll give the customers a better deal by way of discounts or market yourself better.” And if that’s the problem you imagine, the way you solve it is by elevating appeal. Organisational psychologist, Loran Nordgren says a more effective approach is to focus on the invisible obstacles to new ideas.