Soon Yu is an international speaker, award-winning, and best-selling author on branding, innovation, and design. He is also a Forbes contributor who has been featured in the Wall Street Journal, Washington Post, Entrepreneur Magazine, and New York Times. Soon Yu’s latest book, Friction, asks businesses to consider adding more friction for their customers and employees in order to create greater engagement, meaning, belonging, rapport, assurance, competence, and exclusivity. He is a highly sought-after speaker on leadership, branding, innovation, design, & entrepreneurship, and has taught at the Parsons School of Design and often guest lectures at Stanford University (where he received his MBA and is active with the GSB Asian Alumni Association). Key Takeaways Good friction versus bad friction and what's the difference?Why a business needs friction in order to illicit the happy chemicals in customers; namely dopamine oxytocin, serotonin, endorphins, and adrenalineLess friction doesn't necessarily translate to more business, because there are cases where great friction creates brand loyaltyFrom a design perspective, we discuss how companies can construct a framework where they create the necessary friction needed for customer retention and brand establishmentExamples of other ways to create good frictionThe Moroccan tea experience and the ritualistic aspect of food Connect with Soon Yu Website - http://www.soonyu.com/  LinkedIn - https://www.linkedin.com/in/soonspeaks/  Twitter - https://twitter.com/SoonSpeaks  YouTube - https://www.youtube.com/channel/UCa5EzORu3rSSdh6egGHRecg