This video summarizes the key messages of my 2009 book "Friction is fiction" (free PDF: free PDF at gerd.fm/ibXx2G). The bottom line is that in a networked and digital society we can no longer merely rely on FRICTION i.e. planned hurdles and carefully placed obstactles to enforce payments or otherwise get paid for something. Most traditional friction points - whether in media / content, communications / marketing or business and commerce - can now be easily bypassed (see free music streaming vs itunes, Youtube / Netflix vs cable-tv, whatsapp vs sms etc), and this trend will only accelerate. IMHO I think it will suit us better to get used to it now, i.e. we may want to lessen our dependence on friction and increase our efforts to monetize based on radical user empowerment. Think Zappos not Barnes & Noble. Be sure to watch this related video from TedXWarwick on the same topic youtube.com/watch?v=wwCetNZzlao

Gerd Leonhard Futurist, Author and Keynote Speaker
Basel / Switzerland CEO thefuturesagency.com

NEW: you can now download most of my videos by simply subscribing to this iTunes video feed (via Blip.tv) gerd.fm/itunesfeed *** audio-only versions are now available here: gerd.fm/gerdaudiofeed or on the web at futuretalks.com

Gerd's free mobile apps: road.ie/futurist
The Future of Business blog futureof.biz/

Twitter: twitter.com/gleonhard
More links: about.me/mediafuturist

Loading more stuff…

Hmm…it looks like things are taking a while to load. Try again?

Loading videos…