
Q: I’m interested in understanding how successful beauty brands are growing rapidly. Do you have any insights or references on this?
Friction: the resistance that one object encounters when trying to move another. And if the object is your customer, and they’re trying to move through your marketing funnel, you don’t really want them to come up against much (or any) resistance.
Brands that grow fast tend to be good at cutting friction from their marketing funnels and making it wonderfully easy for a customer to complete a purchase (and then another one, and another one). Here’s how they do it.