Managing the friction between the water and the surfboard results in achieving the desired effect, which is to look cool while successfully riding the wave. The same concept applies in most areas of business. Sometimes less friction results in a better user experience, and other times, more friction produces better results.In relation to marketing, friction implemented the wrong way can prevent conversions through unclear messaging, ineffective printed or digital media and information gaps, or generally making the conversion process require too much effort. I’m going to share with you some examples of both and explain why it works in [...]