“This engrossing book shattered my assumption that the hallmark of a great product or service is making things as easy as possible. If you think eliminating effort is the key to good design, get ready to think again.”
– Adam Grant, #1 New York Times bestselling author of THINK AGAIN and host of the TED podcast WorkLife
“Eliminating bad friction is now table stakes. To win you need to engage customers with good friction that makes them stop, pause and even sweat a little.”
– Vala Afshar, Chief Digital Evangelist at Salesforce.com
“With friction, we walk. With no friction, we fall on our face. If you are running a business, if you are launching a product or service, this essential book will help you add the right smidgen of friction so that you can walk (or even better, run) toward your goal. Avoid faceplants, read it now.”
– Chip Heath, New York Times bestselling author of Switch and Made to Stick, Professor, Stanford Graduate School of Business
