The ideal is to make buying from us easy for the customer. Yet, using friction as a deliberate tactic can help to avoid buyer’s remorse. If we use friction with careful consideration, we can create raving fans.
Why Startups should worry about Brand second
Startups primary focus is customer acquisition. This happens by refining the customer persona, defining and branding positioning statement and responding to the customer buying cycle. You lean this by engaging with customers. Working on brand comes second.
