Friction is the untapped force that can be your most powerful advantage!

"With blinding insight, Friction offers takeaways that allow us, systematically, to recognize and reduce obstacles to success.”
―Robert B. Cialdini, Author of Influence and Pre-Suasion

Friction is a multi-trillion dollar problem. It frustrates customers, costing you sales, reducing loyalty, and creating negative word of mouth. Inside your organization, it destroys productivity, reduces employee engagement, and increases turnover. In Friction, you'll learn how to spot it, how to eliminate it, and occasionally use it to your advantage.

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“What do Amazon, Apple, Google, and Netflix have in common? They made life easier for their consumers by removing what Dooley calls ‘friction’. Reading this book will arm any manager with a mental can of WD-40.”
“In a time when everyone has to do more with less, this book is an important read.”
"Friction is the enemy of success. It's hard enough to create something great. Don't make it hard to adopt it. Roger will show you the way."
"Friction, like entropy, is a fact of the universe--but friction, unlike entropy, can be reduced. Roger Dooley's new book is an important look at how to decrease the friction in your business, your marketing, and your life."
About the Book
  • In 2016, $4.6 trillion of merchandise was 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.

This book will show you how to build friction awareness into your corporate culture, and how to build employee engagement at the same time you are increasing sales and customer loyalty.

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Genre: Business
Tag: Recommended Books
ASIN: 1260135691
About the Author
Roger Dooley
Roger Dooley is an author and international keynote speaker. His books include Friction: The Untapped Force That Can Be Your Most Powerful Advantage (McGraw Hill, May 17, 2019) and Brainfluence: 100 Ways to Persuade and Convince Consumers with Neuromarketing. He writes the popular blog Neuromarketing and a column at He is the founder of Dooley Direct, a consultancy, and co-founded College Confidential, the leading college-bound website. That business was acquired by Hobsons, a unit of UK-based DMGT, where Dooley served as VP Digital Marketing after the acquisition. Dooley is currently focused on spreading his ideas through writing and speaking, with limited engagements for training, coaching, and facilitation. He lives in Austin where he's a big fan of breakfast tacos and Texas BBQ.
Disclosure of Material Connection: Some of the links in the page above are "affiliate links." This means if you click on the link and purchase the item, I will receive an affiliate commission. I am disclosing this in accordance with the Federal Trade Commission's 16 CFR, Part 255: "Guides Concerning the Use of Endorsements and Testimonials in Advertising."