Colin Lewis: Friction is the one thing between you and more sales

Apparently there has been a shift of power from the brand to the customer. We once could dictate how the customer engaged with us, but now there are complex decision journeys and we must reach consumers in the way they want to be reached. It’s all about purpose, engagement, stories, content, likes, interaction, conversation, sharing and what have you.
All fine and dandy. But, let’s get bit a more basic here. Have you ever had to battle to give somebody your money? Ever had to deal w