CHAPTER

1

The Friction Evangelist

When you reduce friction, make something easy, people do more of it.

—Jeff Bezos, Founder and CEO, Amazon

A couple of millennia after Roman engineers were punching impressively smooth and straight roads through the wilds of the ancient world, Kintan Brahmbhatt has a somewhat similar role at e-commerce giant Amazon.

Officially, Brahmbhatt is Product Design Manager with responsibility for a range of Amazon’s products like video and music services. He is focused on improving how the products enable users to interact with these products and supervises a group of product managers.

Unofficially, Brahmbhatt is Amazon’s friction evangelist. He visits conferences around the country preaching the gospel of fighting friction. ...

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