Chapter 10. Reduce Friction

“Friction, as we choose to call it,is the force that makes the apparently easy so difficult.”

—Carl von Clausewitz

Concepts of Friction

Have you ever had an experience when you’ve wanted to purchase a product but, try as you might, you can’t figure out how to complete the transaction? The web site doesn’t accept your credit card, yet you know that it works fine, and you’ve checked with your bank to be sure. Your calls to the customer service number require you to navigate a labyrinth of automated voice messages. After 30 minutes of listening to recordings of “Please hold, as your business is important to us,” and maybe even getting cutting off once or twice, you’re no closer to success. You go to the store, only ...

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