FRICTION—The Untapped Force That Can Be Your Most Powerful Advantage

NAMED A "BEST BUSINESS BOOK OF 2019" by strategy+business


Annually, $4.6 trillion of merchandise is left in abandoned e-commerce shopping carts.





Every year, the U.S. economy loses $3 trillion dollars in productivity due to excess bureaucracy.





Red tape and over-complicated licenses have contributed to China’s GDP exceeding India’s by $82 trillion over the span of just three decades.





If you’re a business leader, these statistics should give you nightmares. According to science-based marketing and business expert Roger Dooley, they illustrate the real and growing threat of “friction,” which he defines as the unnecessary expenditure of time, effort, or money in performing a task.


In today's high-speed, customer-empowered world, the levels of swiftness and efficiency of business transactions will determine ultimate success or failure. In this groundbreaking guide, Dooley helps you spot the inevitable points of friction in your organization, and he provides the tools and insight you need to eliminate them. By truly understanding the impact friction can have, you’ll be able to establish positive habits and eliminate negative ones—all with the end result of building a company that’s the envy of your industry. Friction takes you step-by-step through the process of:


• Empowering frank conversations

• Guiding individual and team behaviors

• Getting ahead of friction

• Optimizing the customer experience

• Building a frictionless corporate culture


Combining scientific research with real-life examples of leaders who have conquered business friction, Dooley teaches you how to identify roadblocks, alter them for the benefit of both business and customer, and create positive, lasting change.


If you’re in a leadership position, now is the time to declare war on friction—before your competitors do. Stamp out ridiculous rules, pointless procedures, and meaningless meetings. Become a relentless advocate for the customer and for minimizing customer effort. Lubricate every point of friction and make your company run like a well-oiled machine.


Friction provides the know-how you need to lead your company to industry dominance.