Roger Dooley is an international keynote speaker and the creator of Neuromarketing, the go-to blog of marketing professionals the world over. He co-founded College Confidential, a web-based business that serves millions of college-bound students and parents every month. Roger is also the author of Brainfluence: 100 Ways to Persuade and Convince Consumers with Neuromarketing, the popular blog Neuromarketing, and Brainy Marketing at Forbes.

In this episode, we interview Roger on the concepts from his latest book, Friction. In this book, Roger directs us on how to identify areas of change reducing friction can help us drive change faster by combining scientific research with real-life examples of leaders who have conquered business friction. We discuss how to identify roadblocks, alter them for the benefit of both business and customer, and create positive, lasting change.