Roger Dooley – Friction: The Key To Conversion, Loyalty, and Productivity

Job title: Author of Friction and Brainfluence

Session description:

Friction has a profound effect on behavior. Even small amounts of extra effort mean that potential customers don’t buy, and existing customers aren’t loyal. Employees are frustrated and feel overwhelmed when they are trapped by pointless procedures, meaningless meetings and other time-consuming but unhelpful activities. Dooley shows how adopting a friction-aware mindset can boost sales and team engagement, often with little or no cost. Via examples and anecdotes, Dooley shows how other businesses and organizations have identified unnecessary friction and dealt with it, leading them to higher levels of customer satisfaction and employee engagement.

Session take away:

  • How to identify friction, even when it’s not obvious.
  • The most common digital design mistakes that add friction to your user experience.
  • The astonishing impact of extra effort on loyalty, repeat purchases, and word of mouth.
  • How to avoid friction that exists only in your customer’s brain.


Roger Dooley is an author and international keynote speaker. His books include Friction: The Untapped Force That Can Be Your Most Powerful Advantage (McGraw Hill, May 17, 2019) and Brainfluence: 100 Ways to Persuade and Convince Consumers with Neuromarketing. He writes the popular blog Neuromarketing as well as a column at He is the founder of Dooley Direct, a consultancy, and co-founded College Confidential, the leading college-bound website. He’s been a serial entrepreneur since he left a senior strategy position at a Fortune 1000 company to enter the then-nascent home computer market.

Social profile:

Twitter: @rogerdooley

LinkedIn: Roger Dooley

Facebook: Roger Dooley

Instagram: Roger Dooley