Roger Dooley - Friction: The Untapped Force That Can Be Your Most Powerful Advantage

Praise for Friction

With blinding insight, Roger Dooley conveys the wisdom of seeking attainment not by trying to climb over barriers but by removing them. Better than Ive ever seen, Friction offers takeaways that allow us, systematically, to recognize and reduce obstacles to success.

Robert B. Cialdini, New York Times and Wall Street Journal bestselling author of Influence and Pre-Suasion

For a decade I have been incessantly repeating the same phrase when I advise governments: If you want to encourage people to do something, make it easy. The same advice works for firms. 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.

Richard Thaler, Nobel Laureate and New York Times bestselling coauthor of Nudge

Friction, like entropy, is a fact of the universebut friction, unlike entropy, can be reduced. Roger Dooleys new book is an important look at how to decrease the friction in your business, your marketing, and your life.

Ryan Holiday, bestselling author of The Obstacle Is the Way

Every organization squanders time, money, and effort doing things wrong or doing the wrong things. Roger Dooley calls this nefarious force friction. And in his smart and practical book, he shows you how to see friction and extinguish it. In a time when everyone has to do more with less, this book is an important read.

Daniel H. Pink, New York Times bestselling author of When and To Sell Is Human

Friction is the enemy of success. Its hard enough to create something great. Dont make it hard to adopt it. Roger will show you the way.

Guy Kawasaki, bestselling author of The Art of The Start and former chief evangelist of Apple Inc.

Understanding the enormous (and often hidden) costs of friction is enlightening. Making your business as frictionless as possible is what will make it both a lot less stressful, and a lot more profitable. After absorbing this magnificent teaching, youll know how to do exactly that.

Bob Burg, bestselling coauthor of The Go-Giver and The Go-Giver Influencer

Friction is everywhere. From what we buy to the fate of nations. And once you read Roger Dooleys Friction, youll understand both its power and how you can harness it.

Jonah Berger, Wharton professor and bestselling author of Contagious and Invisible Influence

Once you read Friction, theres no going back. Youll see friction everywhere, and youll want to do something about it. The many case studies and anecdotes Dooley includes provide a road map for friction reduction.

Nir Eyal, author of Hooked

Dooleys book will bring instant efficiency to any task youre tackling. An instant classic.

Mike Michalowicz, author of Profit First and Clockwork

Roger Dooleys Friction is a must-read for any business leader who believes change should be the life blood for survival. It addresses the essence of transformationand details of what it takes to convert theory into action.

Martin Lindstrom, New York Times bestselling author of Buyology and Small Data

At WD-40 Company we know that physical friction is costly and damaging. In this book, Dooley shows that intangible fricction can be even worse. He exposes the friction that surrounds us in our everyday lives as customers, employees, and citizens, and shows how understanding friction can lead to disruptive growth and personal success. Moving from friction to flow enables, encourages, and motivates, and understanding the power of flow will change the way you live and work.

Garry Ridge, President and CEO of WD-40 Company

Friction is another great read from Roger Dooley. In a business world where companies spend lots of time and effort to make their own processes more efficient, few are paying attention to what makes the lives of the people they serve easier. In this comprehensive and highly readable book, Dooley demonstrates how devoting resources to easing the lives of clients and customers pays big dividends later. After you read Friction, youll never see your own business (or anyone elses) the same way again.

Art Markman, PhD, author of Smart Thinking, Smart Change and Bring Your Brain to Work

Roger Dooleys well-crafted and relentlessly useful book shows the power of putting on friction goggleshow organizations can become so much more effective, and so much less frustrating, when leaders focus on what ought to be easier to do and what ought to be harder.

Robert Sutton, Stanford professor and coauthor of Scaling Up Excellence

Dooley shows how hidden frictions appear throughout organizations. The book contains practical actions to liberate employee effort, reduce bureaucracy, and heighten customer satisfaction. Its valuable takeaways make this a must-read for all managers.

Paul J. Zak, PhD, author of The Trust Factor

Roger has written a practical and entertaining guide to the most overlooked driver of human behavior: friction. Those of us who spend our lives applying behavioral science research to real-world problems are well-acquainted with this powerful, yet subtle, force. dHowever, up until now, theres never been a book that has comprehensively covered the topic. Whether youre a curious reader looking for a fun read or a business person looking for guidance, this book is for you. Highly recommended.

Jason Hreha, Global Head of Behavioral Sciences of Walmart, Inc.

Roger Dooley nails it. An essential guide to winning in a consumer-driven economy.

Mark Schaefer, author of Marketing Rebellion

Roger Dooleys new book Friction is exactly what your company needs to read before your next big strategic planning session. Dooley hits all the trends Im seeing happen over the next few years and offers actionable insights. Put this book to work for you.

Chris Brogan, New York Times bestselling author of Trust Agents

Friction is an instant classic. This profound book will open your eyes to the hidden friction points within your business as well as in your personal life and cause you to start asking the question: How can you reduce these friction points to build a more profitable company and lead a more enjoyable life?

Ryan Levesque, #1 USA TODAYs Best-Selling Books author of Choose and Ask

Friction is one of the few books that not only enhances what you know, but changes how you see. A must-read if you want customers and prospects to stop pondering and start acting.

Jay Baer, founder of Convince & Convert LLC and bestselling coauthor of Talk Triggers

For decades to come, the companies that will thrive will be those that relentlessly pursue an effortless customer experience. In Friction, Roger Dooley illustrates this new reality and shows how to achieve it.

John Padgett, Chief Experience and Innovation Officer of Carnival Corp.

Friction burns and it opens the door for competitors to disrupt you simply by delivering a more intuitive, familiar, or modern experience. Here, Dooley opens the door for you to disrupt yourself.

Brian Solis, digital analyst, anthropologist, and author of X: The Experience When Business Meets Design