Friction: Adding Value By Making People Work for It by Soon Yu and Dave Birss About the Book: Friction isn't something to be avoided. Successful businesses not only understand the difference between good and bad friction but also know how to EMBRACE A DOSE of good friction to create greater value. You'll learn how to leverage good friction to generate adrenaline, dopamine, oxytocin, serotonin, and endorphins to drive increased engagement, meaning, belonging, rapport, assurance, competence, and exclusivity. About the Author: Soon Yu is an international speaker and bestselling author on innovation and design and branding who has been featured in The New York Times, The Wall Street Journal, The Washington Post, and Entrepreneur. His previous book, Iconic Advantage (featured on episode 161 of The Marketing Book Podcast) won a gold medal award from Axiom Business. Soon most recently served as Global VP of Innovation at VF Corporation, parent organization to over 30 global apparel companies, including The North Face, Vans, Timberland, Nautica, and Wrangler. Prior to that, he worked for Bain and Company, The Clorox Company, and Chiquita Brands, and he was also the founder and CEO of numerous venture-backed startups. He frequently guest lectures at Stanford University, where he received his MBA, and was a former adjunct professor at Parsons School of Design. And, interesting fact – he was once the lead singer in an Asian funk band! Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/friction-soon-yu