The IKEA Effect: How to Remove Friction From Your Customer Journey

The IKEA effect suggests the more effort you put into a product, the more you all appreciate it. Adding a bit of effort to your product boosts the perception of quality. Sam Pellegrino is a great example of this with his drip-dipped soft drink. The cork in wine bottle example was one I hadn't heard of before - so I read up on the study in Richard's book. He shares that the effort of removing a cork can mean we appreciate what's inside the bottle more than when it comes out of a screw top bottle.