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Jeff Rosenblum (Author & Co-President of Questus)
Jeff Rosenblum defines the concept of friction as it applies to the daily lives of consumers. According to Rosenblum, anything that gets in the way of an individual’s ability to accomplish their goals or dreams from mundane every day needs to more lofty objectives, qualifies as friction. He offers his belief that brands need to reduce this friction and remove barriers from people’s lives if they want to become passion brands and develop product evangelists.
