Have you ever gone to order something online and for some reason, the checkout page won't autofill your information?

Or searched a business' website for their pricing, only to find nothing at all?

Anything that slows down the sales cycle & creates "hassle" between a business and a customer is a friction point.

Though I haven't read it, I remember hearing a great example of this from James Clear, author of the best-selling book Atomic Habits.

He wanted to start eating healthier.

So he bought apples & put them in the crisper in his fridge. After some time, he ate none of them.

So he decided to get a bowl & put the apples on his kitchen counter rather than the fridge.

With the apples being in a more convenient spot, he ate all of them.

He removed the friction of opening the fridge door by placing them in his sight.

Another example: MeetKevin, a YouTuber who puts out multiple videos a day and has over 1.5 million subscribers, spent $150,000 on his home YouTube studio to remove all friction from recording videos.

He sits down, presses a couple buttons, and talks.

Removing friction is a fast-track to getting your desired result.

Struggling to save money? Remove the friction by automating the transfers.

Can't seem to get new clients? Review your client experience & onboarding for possible friction points.

Friction creates inaction.

In business or in life, do everything in your power to remove it.