Friction/Reward

Introduction

Customers are now fully in charge. As vendors, we must give them what they want – and more. No choice for us; all the choice in the world for them. This book lays out how to do exactly this by equipping you for the first time ever with the key to finally understanding when and why a customer will choose you instead of your competitor. Understand that and you can do something about it.

We are in the human age of total choice. If you have any sort of customers, then their modern ability to easily choose away from you is your greatest risk and your greatest opportunity. For the first time in business history, customers really do call all the shots.

If the local restaurant doesn’t cut it, Deliveroo can bring me food from a place I ...