Picture this.

You’re in a foreign city.

It is raining and you are looking for a taxi to your hotel.

You tried calling dispatch, but there were no immediate drivers available. After walking for 10 minutes in the pouring rain you finally arrive at a busy street where you see some taxis passing by. You start waving like an idiot to grab one’s attention. After a few minutes of frantic waving, a taxi finally pulls over.

The driver doesn’t speak English and you do your best to give him the hotel address. After a few minutes of back-and-forth, you think he has got the right address. You ask what it will cost to get you there, but he can’t give you a specific price. It depends on the meter that is already running.

Your Google Maps suggests it is a 15 minute drive. However, you’re already on the road for 20. The cab keeps turning left and right, there seems no straight way to your hotel. Are you going in the right direction? Is the driver taking a “scenic route” to increase his fare? You will never know.

After 30 minutes you arrive at your hotel. What should be a $20 ride turns into a $43 dollar ride. And of course, the driver doesn’t have change for a $50. Credit Card? Nope, not today sir.

Sounds familiar? Feeling friction?

Now Picture This.

You’re in a foreign city.

It is raining and you are looking for a taxi to your hotel.

You take your phone out of your pocket. Open up an app and book a taxi straight away. With a fixed price and to the exact address you provide upfront.

The driver takes the fastest route to your hotel. You arrive at your hotel, thank the driver and get out of the taxi. By the time you get into the hotel lobby your Credit Card is charged with the correct price.

You order a White Russian and enjoy the rest of your night.

Feeling less friction?

This is exactly why Uber managed to disrupt the global taxi market.

With Uber, you know what a ride will cost. You see how far away your ride is. You see how the driver is rated by others. You can follow the route and you have a pretty good prediction of the time you arrive at your destination. And, when you complete your ride, there is no need to fumble around with cash or cards.

By eliminating friction, Uber gained massive marketshare - fast.

Take this approach and look at your own business.

Where do your visitors, customers or employees experience friction?

Take that friction away and your business will thrive.

Have a great Sunday.

Erik

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