"Just creating blockbuster ideas is not enough. Innovators today have to harness, manage, and overcome the inevitable resistance that stems from new ideas. Oreg and Goldenberg show in this fascinating and revealing book what really holds innovation back."

Drew Boyd, University of Cincinnati

“Fascinating read. Oreg and Goldenberg’s choice of well-known examples (e.g., the history of search engines and Apple) provides a compelling case for viewing the majority of consumers not as lacking innovativeness, but instead as possessing varying degrees of resistance. The real-world examples are supported by a review of a diverse range of scientific research, making this an interesting and useful read for entrepreneurs, product managers, researchers, and people who are generally interested in understanding the behavior of the majority of consumers.”

Mel Fugate, Cox School of Business, Southern Methodist University

“Thousands of new products debut annually. Most are unsuccessful, wasting money and other resources. Researchers have traditionally focused on successful products, but Oreg and Goldenberg point out that concentrating solely on successful innovations can lead to inaccurate conclusions and missed opportunities. Accordingly, Oreg and Goldenberg explore the failed majority and why consumers balked at or rejected them, cautioning that resistance does not necessarily result in product failure. . . . Recommended.”

Choice