FRICTION

A writer offers an exploration of “friction” that should vault the term into the business lexicon.

Friction, a relatively simple scientific concept to understand, takes on far deeper meaning in the capable hands of the forward-thinking Dooley (The Persuasion Slide, 2016, etc.). In fast-paced prose, the author examines scores of examples to make a compelling case for friction, or the lack thereof, as a conceptual force that affects business. The book is nothing if not comprehensive; it covers friction in the retail, transportation, digital, technology, and nonprofit worlds as well as generally in business and interpersonal relationships. At times, the notion seems overdone, but the volume’s illustrations of increased or diminished friction are intriguing enough to sustain interest. One illuminating, extravagant example is the case study of how Disney decided to “eliminate friction at every touch point” at its Disney World theme park. Disney’s board approved a nearly $1 billion investment in “MyMagic+” technology, which employs digital wristbands to identify guests, act as hotel room keys, allow park entry, and even connect people with their photographs. The “largest single capital investment ever made in a theme park,” MyMagic+ could have been risky, but its implementation dramatically improved satisfaction rates and also increased in-park spending. Another example, less elaborate but just as impactful, concerns the management modifications made by Jack Welch when he was in charge at General Electric: “Welch’s delayering efforts had the desired effect of bringing senior managers closer to GE’s front lines and reducing waste from managerial roles with no operating responsibility.” One could easily label this leadership tactic something other than “friction,” but Dooley deftly relates the reorganization to his core concept. Throughout the thoroughly engaging book are “Friction Takeaways” that appropriately highlight pearls of wisdom. The examples used are clearly designed to turn doubters into believers that friction is a legitimate barrier in business. In the volume’s conclusion, the author advises readers to “put on your goggles” to “see friction everywhere” and “eliminate it at every chance you get.” The writing is lively and the enthusiasm for the topic evident.

A novel, refreshing way of characterizing business challenges.