Much of humanity’s energy has been focused on minimizing effort and reducing friction. This has accelerated in recent years with a ruthless focus on creating frictionless experiences. But has it gone too far?
Friction isn’t something to be avoided. Successful businesses not only understand the difference between good and bad friction but also know how to EMBRACE A DOSE of good friction to create greater value.
Friction: Adding Value by Making People Work for It by Soon Yu and Dave Birss shows you how to leverage good friction to generate adrenaline, dopamine, oxytocin, serotonin, and endorphins to drive increased engagement, meaning, belonging, rapport, assurance, competence, and exclusivity.