Jeff Rosenblum and Jordan Berg write:
Think about it: Digital has fundamentally changed the way that human beings interact with the world around them. And what was the business world’s response to this world-changing technology? Pop-up ads. Motherfucking pop-up ads. (p.40)
Pop-up ads are friction. They interrupt and annoy customers. To build a strong, long-lasting brand in the modern world, companies must remove friction. In this concise, insightful, and beautiful book, Jeff Rosenblum and Jordan Berg demonstrate the power of eliminating friction to create a brand that focuses on behaviors over messaging, emotional over transactional, transparency over obscurity, and empowerment over frustration. An enlightening and useful read for brand designers and marketers.