Effortless Experience
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How to Reduce Friction in Marketing
The idea of being easy to do business with is not just true in customer service, where the thing you bought doesn't work. In marketing for years, we would put friction because that would help us with our business metric. If I can reduce that effort, that actually helps us from a sales perspective and reduces our CAC. It's gotten picked up by product teams too who want to know how to design easier to use products like iPhone.
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