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Reduce Friction
A technique that has a great return on investment is a friction audit. Instead of focusing on making the product better, businesses should identify and remove friction points that hinder interactions or completing a sale. This process involves finding where the friction exists, intervening to reduce or eliminate it, and confirming the positive impact. For example, shopping malls discovered that parents were abandoning their carts due to children having tantrums. By installing inexpensive playgrounds, they saved $100,000 in lost sales with a small investment. The friction audit concept is not limited to businesses and can be applied to various aspects of life, such as relationships, work, creativity, and athletics.