On this episode, author David Avrin discusses the importance of being easy to do business with and reducing customer friction in order to stay ahead in a competitive market. He emphasizes the shift in customer drivers from quality and commitment to speed and convenience, plus, he highlights the common mistakes businesses make, such as assuming what works well for them works well for their customers. He also addresses the sources of friction in the customer experience, including perceived time wasted and scripted empathy without resolution.