We humans tend to believe we need to push or compel ourselves (or other people) to make a change, close a sale, or adopt a new idea. This is what’s meant by adding fuel. But what if, to get where you want to go, you don’t need to add more fuel – you can just subtract friction? This is a conversation about noticing the hidden factors that get in the way of what you want and removing them for yourself (and for your clients).