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Removing Friction to Create an Exceptional Client Experience with Roger Dooley

You wouldn’t purposely frustrate your top clients. Yet, many of us inadvertently do just that. Today Dr. Sabrina and Mike are talking to author, Roger Dooley. Roger’s new book, Friction, highlights aspects of our client experience many of us overlook. Roger was the VIP keynote speaker at last year’s Breakthroughs on the Bayou, where he presented on Friction. In today's episode, Dr. Sabrina and Mike talk with Roger about the powerful questions we as business owners, and our teams can be asking to uncover and remove friction in our business that could be leading to thousands of dollars in lost revenue, as well as contributing to employee disengagement. So listen in now, and let Roger open your eyes to some areas in your business that may need your attention.

Roger Dooley is an author and international keynote speaker. His books include Friction: The Untapped Force That Can Be Your Most Powerful Advantage, 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 has been a serial entrepreneur since he left a senior strategy position at a Fortune 1000 company to enter the then nascent computer market. Tune in today, to find out what Roger has to share about making things easier for your clients or customers.

Show Highlights:

  • Roger saw that eliminating friction was one of the easiest ways to change people's behavior.
  • Roger discovered that friction really influenced every aspect of human behavior. And that people's performance in organizations was also driven by friction.
  • Dr. Sabrina talks about a challenge that so many entrepreneurs tend to face.
  • Roger explains about some of the hidden elements of friction in the online space.
  • Companies are often oblivious to the horrible user experience that people have using their websites.
  • Behavioral science has been a big thing in Silicon Valley for about ten years, so, there, they understand the impact of friction on the customer experience. It's not necessarily like that for the rest of the world, however.
  • Roger talks about his concept of the tired brain.
  • Google's credit card auto-fill function has really made things so much easier for people to purchase things.
  • The amount of money that is wasted in abandoned in e-commerce sales carts.
  • The way that human behavior has morphed and changed, due to technology.
  • Learning to comply with customer preferences.
  • Roger talks about the success that people have had with BJ Fogg's behavior model.
  • Ways that you can use friction to change your behavior in a positive way.
  • Ways that you, as entrepreneurs, can reduce friction with your team members and clients or customers.
  • Being aware of where you might be creating friction and observing what customers have to do, to do business with you.
  • Businesses need to anticipate the needs of their first-time users.
  • Looking at what your team members and customers have to cope with.
  • Making things easier and eliminating friction points.
  • The value in making yourself vulnerable.
  • The impact that removing friction has on loyalty.
  • Roger talks about his podcast, The Brainfluence Podcast.


Profit by Design Facebook group is Dr. Sabrina’s free masterclass

Would you like to join a community of entrepreneurs setting our businesses up to support our lives and not the other way around? Check our Breakthroughs on The Bayou 4 Week Vacation™ Legacy Retreat at

If you're interested in being a part of the retreat, all the information is available at Apply soon, as space is limited, and you may qualify for Super Early Bird Savings that is not listed on the website!

Get Dr. Sabrina's free 4 Week Vacation™ Jump Start Guide:

Book mentioned: Digital Minimalism by Cal Newport

  Books by Art Markman

Roger's website:

Roger on Twitter: @rogerdooley

Roger's podcast, The Brainfluence Podcast, can be found at

About The Author

Dr. Sabrina Starling, The Business Psychologist and international best-selling author of the How to Hire the Best series and The 4 Week Vacation™, is the founder of Tap the Potential and host of the Profit by Design podcast. At Tap the Potential, we work to free business owners from the constant demands of a growing business.

We believe work supports life, not the other way around. Clients in our Better Business, Better Life coaching program have more time for what matters most and more money in their bank account than they’ve ever had. Next, we send them off on a 4 Week Vacation™ to celebrate their hard-earned journey to take their life back!

Dr. Sabrina and her team at Tap the Potential are on a mission to change the story of entrepreneurship from one of long hours, grinding it out, to one of sustainably profitable businesses that support and enhance life. The Tap the Potential Solution™ and our Tap the Potential Family of Business Owners are disrupting small business as usual. We are on our way to making the Tap the Potential Solution™ the mainstream model for growing business.

By 2023, 150 Tap the Potential clients will have taken 4 Week Vacations. These are the trailblazers, role modeling what’s possible for entrepreneurs. In many entrepreneurial circles, it is becoming more and more common for one entrepreneur to ask another, “Have you taken a 4 Week Vacation™?” (as opposed to asking “How many employees do you have?” or “What is your annual revenue?”). Taking a fully unplugged 4 Week Vacation is rapidly becoming the recognized symbol of entrepreneurial success.

Never one to accept the status quo or back down from a challenge, Dr. Sabrina’s How to Hire the Best series grew from her desire to solve the toughest hiring challenges interfering with her clients’ growth and profitability. What sprang from her experience working with entrepreneurs in rural areas catapulted her into becoming the world’s leading expert in attracting top talent in small businesses—no matter what hiring challenges those businesses are facing—and earned Tap the Potential’s reputation as the go-to resource for entrepreneurs committed to creating Great Places to Work with thriving coaching cultures and highly engaged team members working from strengths.

As The Business Psychologist, and with her years of driving profit in small businesses, Dr. Sabrina knows what it takes to find, keep, and motivate exceptional performance out of your biggest investment—team members.