Startups and large companies are making big moves to reduce friction in all its forms, but that might actually hurt the customer experience, explains Soon Yu, author of the forthcoming book Friction. He has concrete examples where adding more steps creates an affinity for your brand.

This clever customer strategy is why Betty Crocker boosted sales by adding work for their customers, why Hermès puts customers through hoops to acquire a Birkin Bag, and why Ben Franklin asked people for favors to improve relationships.

Check out Soon Yu's website here: https://soonyu.com

Go to the show notes page here: https://justinkbrady.com/notes/soon-yu-friction/