Friction: Adding value by making people work for it: Best selling author Soon Yu

According to Soon Yu in his new book « Friction: Adding Value By Making People Work For It », the idea of friction as a uniformly bad thing that needs to be rooted out is too simple, two dimensional.

Soon has poured a lifetime of experience with major brands, consulting and start-ups into a very thought provoking work helping us understand that in many instances a bit of friction, a few speed bumps, are a good thing and can actually help build customer engagement and loyalty.