Friction – Why Do We Make Everything So Damn Hard!

Can you explain to me, like a 5-year old, the problem you're solving for your Customer and Prospect? We have too much “Friction” to get the answers we need to solve problems! Over 85% do pre-buying research! Why make this hard?  Remember the “Least Path of Resistance”!

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Podcast Transcript:


people, consume, damn, podcast, industrial, sit, problems, big, easy, friction, industry, content, pain, drink, pandemic, scott, tom hanks, solution


Hey there, how you doing? Welcome to the industrial talk podcast, live edition, you industry heroes. That's why we celebrate you on this particular podcast, you are bold, you're brave, you dare greatly. Man Do you innovate, you're changing lives and you're changing the world each and every dot dot day, thank you very much for joining. Once again, we're doing this live just because I can be a little bit more efficient in how I produce the podcasts and take advantage of technology. Big time technology, by the way, it's cool. So again, this is stream yard. And then the other one that I'm using is one stream. Now one stream doesn't link to LinkedIn, but I can do some pre recorded lives, which is pretty cool. I will get I will definitely


miss out on that. You got to do that, too. So anyway, technology's pretty damn cool. All right.


This is gonna be another one in a series that I keep on talking about, you know, oh, hey, cool. intro. Oh, thank you from Germany. I don't know. It's a it's a LinkedIn user. Thank you very much. I like it. Alright, let's get cracking because I think we need to get a role. playing some music, I get a compression issue. All right.


So the moral of this particular thing is this, like, why do we make things so damn complicated, right? That's what this podcast is all about. That's what we're talking about. Why do we make things so damn complicated? in industry in the ability to get our message out? Why are we doing that? I'm just, I'm just gonna tell you. This is my story.


This is why it's good to be a butterknife. Because the reality is, is that a lot of times, I don't understand. And although I've done over 1000, podcasts, interviewed the best in industry, I always strive to try to make it as simple as possible. Because the reality is, the reality is,


the solutions that are being innovated today, by these industry leaders are going to change the world. And I'm not asking people to take a calculus class.


I did, but I'm not going to take a calculus class unless I had algebra. And I understand math, and the principles behind math. Sometimes I think we make it so damn complicated that


we forget that we've got to really simplify especially in this medium, and then recognize that people will take the next step. Because the they, they've already done a lot of pre


investigation. If they're in the market to buy something. They're already out there looking for answers. And if you make your answer if you make the collection and the the gathering of that information.


Well, if you make it hard to get they're going to be moving on. So here's my story.




I, I want to challenge you, if you and your, your significant other your family, whatever it might be, you're you're going to a holiday party. And you're heading to that holiday party, and it's with whoever and they get there. And


the host has everything laid out. Right? It has it all laid out. I don't have to sit there and fight for my hors d'oeuvre. I don't have to figure out where to go for my drinks. I it's all there. It's frictionless, right? I walk into the door, I was like, Okay, and then they just go on over there. Great food, great drink, whatever, a great conversation, all without any real pain.


Right? That's what you expect. That's what we expect. You would never go to a party and saying back to the original. You go to that party, and then you walk through the door. And everybody is just quiet. You can't find the hors d'oeuvres, or you got to fight for it. Like you got to ask questions like Hey, where can I find the the things on the toast? Right? I see people running around with things on a toast, but I love that where do I where do I get mine? And then you'll see people wandering around like hey, I've got a drink in the hand but you're looking around you can't find a drink. And and so what does that I I'm just having a hard time with that party. You know what else is gonna happen if that party was that hard for me to


get in and create and all that friction and and I've just sort of sitting there going alright, this is fantastic, blah, blah, blah, right.


I am not going back. I will always remember. I will


Always remember how difficult it was for me to get my hors d'oeuvre and my drink and and it's like, like, you know, I've just I've just consuming, it's just too much consumption of gray matter calories. I don't want to think that hard. I want to go to this party, I want to be able to find that order. That's right there, like walk in, boom, food, on the road to deliciousness. And then right next to it drinks, like, Yeah, all right, cool. Whatever it is, I don't care. It's right there. I don't have to ask. And that's how, that's how a party should roll. And if your party is not that way,


he you know, you better just just FYI, people want to have an easy, I'm just telling you just just throw it out there. That's the same thing that we get into this industrial marketing in industrial sales. Where that, where that host, right, that makes it difficult for me to get my content that I need to solve my problem. If I have to route around, if I have to click if I have to make because the reality is, I'm not going to do that. I'm going to find that access that information, that ability to be able to say, Alright, I'm going I'm going right here, because it's easy. I'm not consuming the dark God gray matter that I don't want to consume. I just trying to find a solution. And you know what, I don't want to read them. I don't want to read like, I don't want to read a big old. Give me bullets. We live in the world of Twitter, right? Just FYI. And if it's not pithy, and and direct and, and sort of edgy, and it doesn't get I'm moving on. I'm moving on. So here's here's the other thing. You remember the show big?


If you know do you gotta watch it. It's great show Tom Hanks. fantastic story. Wonderful stuff, right? And


so anyway, there's a scene, they're all in the conference room. Now. Tom Hanks is a big version of a kid, right? And He's just a kid, it just got got the kid mind happening, but in an adult body. So kid mine adult body sitting in a boardroom with a bunch of stuff, shirts, and stuff, people that are just sitting there gone, man, whatever, you know, they're trying and they manufacture. They manufactures toys, right? they manufacture toys. So they're trying their market is kids, right? They're trying to appeal to kids. So they got the stuffy shirts. And


they want to sit there and Okay, here's a new toy that did the toy. It looks like a transformer, but it's a building. And Tom Hanks in his, in his character raises his hand and says I don't get it.


And then they're stuffed shirts. And they're just saying, Well, you know, it's great. You can transform this building into whatever any raises, I just, I don't get it. The same thing exists when you start talking about exactly what we're when we create friction in consuming content, if I may, if you make it so difficult for me to consume, for me to consume the content, I'm just telling you, that is a vol last thing that I want to do. That is just the last thing I want to do. I need to go in with some sort of speed, focus, and trying to get that information because I've got a problem I've got, I've got it. And that I'm finding, I'm just finding, right, I'm finding that people make it difficult for me to gain my content, to get the point. And if I'm doing my research, which I am 85% Plus, are already doing research, if I can make it so easy, so easy to just do it, and get it and then move on. It's It's It's a beautiful thing. It's a beautiful thing. And that's why I do these lives. And the reason I do these lives, you might not have the time right now. But I guarantee you it's going to be out there it's going to be on my podcast is going to be you'll be able to find it with a click, you're gonna have to do a click, I can't, you know, stick a thing in your head and broadcast it. Maybe that's around the corner because we are in industry.


It's so we're an industry and we always just have sort of a chip in the head. Maybe that'll be coming around the corner. That But anyway, so here's the deal.


This is my Gail den injure CEO, cap logistics, great company, great people out of Denver. They deliver products all over the world, right?


Good friend. And so we're having this conversation. So let's say let's say, say I do it all right, and you could get that content. And you could get that information and you're saying, Scott, you're talking my talk, and you made it easy for me then and I've just I've just


ecstatic that I get an opportunity to talk to you which you can, I mean, just go out to industrial And, you know, Buzz me out there, heck, I'm there, what the hell, man, I'm always open. Now with, you know, with this pandemic, I just sit in the salt mine right here all the time. But anyway, the last thing you want to do, right? I get excited, as you can tell, I get real excited. And Gail, being a sage businessman, came to me and said, Scott, one of the things that you do, and I do a test me, I'm not going to sit there because I, I definitely do a lot of things. And one of the things that I do is I can suck the frickin air out of a room. I can't. Now is that good for sales? No, it's not good for sales at all. I get too excited, I get jacked. And I want to go into all of the great things that that whatever the solution can be right. And we do this we do that with It's fantastic. And unfortunately, that is a tale of failure. And I appreciate Gale and company being able to sort of bring that to my attention. And so for me, if I can make it simple, if I can get the content out there, and you can consume it and make it easy, no friction, no resistance, I'm better off because the individual


who doesn't that wants to review in the privacy of their world wide web and looking for answers to their problem. They can do it. I don't have to worry about throwing up. I don't have to worry about sitting there going.


Oh, this is fantastic stuff. Oh my gosh, I just so jacked that you even paid attention to me. But I'm just telling you, here's the here's the physics component of it. So if I put too many barriers in, in the way of getting to the answer, everybody will go to the least path of resistance. That's my utility background. That's my, that is my, when I was a lineman climbing towers that's like power wants to go to the least path of resistance. Same thing with people, least path of resistance, no doubt. Please go to the least path of resistance. If you make it to frictionless people just move on because they're going to because time is very important right? time. You just just and this is my beef, we just don't have the luxury. We don't have the time. Can we approach a situation with little steps? I'm saying you can. I'm saying that you can sit there with little teeny steps and progress and move forward. If you're not taking any steps, of course, you're not moving anywhere and we want to take steps. But it's not an all or nothing proposition. It's not a big bang. It's not me throwing up everything that I could possibly throw up in our in encounter, right?


It is. What's the problem? Well, I got this. Okay. That's pretty good. That's pretty good. Okay, we can How about this, you can have that conversation without being a dog on blowtorch like I can be. I can be a blowtorch. And I am not proud of it. But it is what I am. I mean, I made this way. But let's talk about it. It doesn't have to be big. If you help people solve their problems today. whatever's on their mind.


They did their research. They're out there, they found your content, your contents easy to consume. It's not a doggone doctoral dissertation. Maybe some people get into that. But because I'm a butter knife, I'm not that sharp. I need to be I need the content to take me on a journey. And that journey has to be


easy to understand. Right? Just like the case of big, I don't get it. Don't get it. ask that question. Ask. Because here's the here's the reality. You hang around the watercooler. You sit there and you talk you talk and your lexicon you just sit there and you think everybody talks like that. They don't. Everybody has problems. Everybody has challenges. Everybody has distractions. Right. And so you, you will have to be able to just constantly remember that and make it frickin easy to get to it. Right?




This is where I always fail. Thank you, Gail. Again, this is where I always fail. I want to dictate the speed of the consumption. I want to sit there and go and this and that. And I this is the fantastic thing. Boom, boom, boom, boom, and just sit there and then


All out, you know, I reached behind me, I grabbed that fire hose, and I was like, Alright, here you go drink up with the fire hose. Ah, now that that that doesn't work again,


my tale of failure is is definitely that. It's, it's, I get again, excellent, have them a journey on and figure out and in essence sell them so they want to like you, right? They certainly want to like you and if they don't like you if you think I and that Scott,


he reached behind him and grabbed a damn fire hose and I couldn't frickin drink from it. And Anna, they're not coming to my holiday party because they know that it's just going to be an absolute, you know, mess, but


let them dictate the consumption of content, right?


They have, they have definitely a pain, you got to hear that pain. And maybe your solution is not their pain reliever that they need. Right? Maybe it's not, maybe they got a you know, stiff hip, and you you're an IoT provider. And honestly, you can't help them with a stiff hip. But a doctor can and maybe you have access to a great doctor that you can sit there and say, Hey, this is cool, then we're an IoT company. But this guy's got a stiff hip. They're a doctor. And and, and help them that way. help them with that pain. Give them some pain relief, give them some hope. Give them a vision, but not in a way where it's coming through a fire hose in a way that they're consuming it in such a way that makes sense. You're there all the time to relieve the pain. And boy, oh, this whole frickin pandemic.


Got some pain. But you know what, again, I'm going to be positive here. You know what else, they've got some great, I mean, you can sit there and bitch and moan about but the pandemic and sit there rolling, or you can see the positives and the positives is that we're having great conversations. We're having meaningful conversations, we're having conversations that are truly solving problems and relieving pain. And I like that beforehand. We never really said that, what the heck, I got to, I got to manage this now now. Now is the time, now is the time, big time to be able to provide that pain relief, stop throwing up on them, create it. So friction is like like, once again, use that party analogy. If I'm going over to a party, I expect those damn hors d'oeuvres in front of me where I don't have to fight for them. And I expect and the other thing I expect is that it's not just one plate, I want multiple plates. And that multiple plate solution is I've got something on toast here. I've got something on a piece of celery here. I've got something, whatever it is over here, and I might be sweet. And I might just say, Hey, I'm ready to just dive into something sweet. You know what I am I making those decisions. It's all frictionless. And we kind of approach we gotta approach everything like that. That doesn't matter. But if I don't do that, once again,


yuck. Nobody's gonna want to hang out with me. If I gonna fight for my hors d'oeuvres, you can put that on a bumper sticker if you don't fight for your hors d'oeuvres. All right. Again, I'm going to keep on hammering on this. The positive that has happened with COVID I'm just laying it out is that we're able to see people in more of the human state, not this automaton, robot, whatever, have answers to everything. And we're the best thing since sliced bread. No, we, we're human. And we have challenges and struggles and pains and, and opportunities, victories, and where are those all over the place. And that's where I see right now that COVID has really brought that attention to and I damn, love it. I love it in a big way. Because we're human. And that allows me to be who I am, I don't have to be that stuff shirt guy in a corporate boardroom saying, and then this is where we go and talk with that type of demeanor. And not, I could just be myself and say, dammit, we're creating our content to creating too much friction for our content and people to consume. Is it the I don't know where to go? Sometimes I just want to start from the beginning and then take the journey. Do you help them do that? That's all I'm asking for. Now, I'm consuming way too much in the world of


in the world of,


you know, calories in the world of trying to consume this content, which is important, right? Don't ever you guys innovate? That that your your your amazing. All right. We're shooting real interaction real like like back and forth, back and forth. Trying to solve these problems and really wrestle with real big deals, but


Being able to do that we're we're shooting for real interactions. I don't want to I don't want to create friction. I don't want to make it so damn hard that I can't be interactive, right? I don't wanna, hey, I said, once again, you, you go out to industrial talk calm. Right and, and connect with me.


It's just that easy, right? Because I want to have that I want to have that interaction. I want to hear what you have to say. I want to have real collaboration. Hey, Scott, I was thinking this. Well, geez, good. Well, Nancy, I was thinking about this. That's pretty damn cool. You can have that dialogue, it's collaboration. And then you come up with a dog out solution that makes sense. you're solving problems, and you're not creating a dog on friction. And I'm just telling you right now, am I the only one out there? not the only one out there that says I've got a problem. And then I go out there and Ticket Ticket Ticket Ticket Ticket Ticket to get on Google. It's a ticket ticket, Ticket Ticket, find something. And if I have to do more than and I'm telling you right now, maybe I'm not the only way. Maybe I am the only one and I'm the big a hole out there. And I'll be the first to admit that people have told me that I am a big a hole.


But if I have to do two clicks, three clicks, four clicks? Oh, hell no. How many people go beyond the first page of Google search?


For it's not in the top three. And the stats out there? Right? If I'm in the second page, forget it. All right. It's too far for me to go. And I'm just telling you, if you can make it simple. Damn. Damn. I love it. Because Because


I love being the butter knife in this drawer. And I love the fact that


that I believe, I believe there are other butter knives in the drawer that are just like me, that just aren't you know, I'm not gonna, I gotta, I gotta butter it up. I'm just telling you. So again, we need to make it frictionless. Ask the question. Is there too many frickin clicks to before somebody can get it? Or is there something like, Hey, don't do that. Do this. And I'm just sitting there on my head is about to explode. Because I've got this challenge. And this challenge and this challenge. Make it easy, simple. solve real problems. Listen to them. Right? Definitely, again, what is the goal or objective?


selfless education? value, right. That's what you want. And everything else follows. If you make it easy. Remember, power, least path of resistance, if you make it so simple for them to get to it. I mean, it's good, but we're not doing that.


I've been involved in a couple of things. Unfortunately, a couple of things. And unfortunately,


I I did the classic Scott. I get all pissy, and I get all angry. And I is like, this is damn hard.


Sorry for the cough. But it is too damn hard.


And I'm not sure if I'm the only one. But if I am on now. Oh, shoot. Oh, I'll be the first to admit that. But then again, the revenue opportunities will all follow. Think of the other Hell yeah.


All right, Stop, please. Right now. Right now, one thing that you gain from this particular Live podcast, one thing uno


is, let's have fun. Can we can we just have fun? It's It's time. It's time to have fun. It's time to be real. It's time to be humorous, right? Let's let's just do it. You know what's gonna happen? Nothing. And let's somebody's just gonna say There you go. That's pretty damn cool. That's pretty cool. I like that. Yeah, let's have fun. Because if I'm frictionless, and I'm allowing people to get to the stuff that they need to solve problems, no friction. And it's simple to understand. It's not a big long dissertation of, you know, it's not some sort of SEO document, right? It's like, I'm gonna put in as much digital, you know, references in this particular document so that, you know, the Google spiders also know it's something that is truly is like, Alright, here, do this, do this, do this. Move on, done time. Move on. Try that. And then come back. Because we got something here and it it's not gonna do this, do this, do this. Once again.


Go to that dinner party. Those hors d'oeuvres better be there. And they better be laid out. So I'm not getting stuck behind somebody either. I want my goodness on a toast right now, or whatever it is. So that's just just think of that. So the cool thing about it, she laid out


Right, you're not going to have everybody just going right into a funnel. You don't want to do that yet. Oh, and so anyway, do that. It's all cool. It's all possible, right? You can do that.


Now, again,


because I'm always gonna have an ask I can I can I have this ask? I've got to come up with a group. I want a group, I don't want.


I don't want to call it all.


A mastermind, I don't want to call it that, because everybody does it. I just want people who are dedicated, that want to learn how to market better, and that I can definitely steal from that we can collaborate, we can innovate, we can definitely educate. But I'm just passionate about how do we market better? How do we sell better? How do we educate better, and I got all these tools out there. But I want to work with people who are just absolutely frickin positive about making that happen. That's how I look at it.


I mean, go out and just say, Scott, I'm game. And then we can just have a great little time, it could start with three people, I don't care. There's some really cool tools out there that can be used in industry to help people, you know, market better, sell more. And then 2021 is right around the corner. Come on, let's not live through 2020. Again, let's take the great stuff of 2020. And that just, you know, catapult us into the world of 2021, whatever that looks like, because I don't have a clue. But I've got to tell you, you got to sell it you got to market better. You can't You can't make it hard for people to figure out how to solve problems. That's all I that's my beef. That's my bitch.


I just


as a former CEO, and all that good stuff as a and took a company public. Here's the deal. Here's the deal.


I just wanted the answers. I just like bump, bump, bump, bump, bump, bump, Dan pink, ding, ding, ding, you know, and I and I didn't want to hear somebody just say, Hey, what's the deal? What's going on all of that crap. No, I just give it to me. So I can move on and and make decisions. All right. Now for that. Check this out.


I don't know who that is. That's cool. I don't know who that is that LinkedIn user. But he says cool intro and I can say hey, LinkedIn user from Germany. Hi, there. Great. Thank you. It is that that intro? I just think of industry, industry people as heroes. Industry heroes. Why wouldn't you? That's pretty damn cool. So have a cool little sort of cartoonish thing. I love it. Right? Cool. Right there baby. Oh, this guy's a rockstar.




Soto, you got to go out and wanna


India's industrial marketing, I think is his organization. fantastic guy. I don't. And James, forgive me. I don't have it in front of me. Thank you for joining. But


best intro manufacturing pot. Thank you. Thank you very much coming from James. That means a lot to me, because he's got a great company, great people. And I think he has a podcast too. That is worth listening to. And in fact, go to industrial talk calm after this. I will publish this particular live. I will have James. I'm going to note that down. James Soto's


company as well as


his podcast there. There you go. James. Thank you for participating appreciate it. Here's another one. Sell the way your customers want to buy the Absolutely. Here's.


Yeah. I don't like I don't like to be pressured. I don't like to be drinking from a firehose. I don't want to hear about feature function feature function feature function and just getting bitch slapped all the time about feature function. I don't like that. And and so if I don't like it, why the hell would I do that?


Makes sense, right? I think I mean, come on. Let's let's uh, let's do that. All right, here we go.


Look at that. Now Tony. He lives near me. Fact right around the corner.


That his his company's organization which is pretty damn cool. I want to say tradesmen tradesmen, let's go tra AIDS. tradesmen International. That's m e n. International. been around for a long time. Great. Should I want customers Look at this. Ideally, I want the customer to talk 80 and 20%. So Damn, right. Oh,


Tony, I do a lousy job, I just do.


I, I don't do that. And I get too excited I get too amped up. And that's words of well, wisdom. Tony's spot on tradesmen international is the company. And I'll make sure that I link Tony and that organization out on industrial talk on this one because they participated. And I appreciate that in a big way up. James, James, again, we've got a link, and I'm going to have to make sure that I get that let's see sensemaking, you might want to share this on I will, let's say there's a gardener. And smart with gardener. b2b selling needs to sense making sales strategy. All right. So what I'm going to do, because I am a big fan of Soto is I'm going to have that also that link out, and I'm going to read it just because I'm always constantly learning because I want to learn. But anyway, that'll also be out at


industrial All right, parting shot, because I got to wrap it up, parting shot, one,


make it simple. Stop putting barriers, stop putting barriers in the way of your prospects and customers getting the information that they need, right to make decisions to solve problems, give them pain relief, all that good stuff, stop it, we're doing a lousy job, just FYI, here in industry, we can, we can put way too many roadblocks. And the majority of the people are just looking for solutions, right. That's how I look at it. That's how I roll. That's how I see it. Okay, that's one to think about that dinner party, don't be the lousy and bad dinner party, be the good dinner party, have those hors d'oeuvres all laid out that all that good content laid out. And it's delicious stuff. And I'm going to walk in the door and I could see my drinks, I can see my platters of hors d'oeuvres, and I'm going to wander on in there. And I'm going to grab it, I don't want all the orders in one location either. I want to sort of make it easy for them to say it's all spread out so good. Because I want my toast with deliciousness on top of it, period. Right? Think about that. And if you're sitting there like big Tom Hanks, kid in a big body and adult body and say I don't get it, push on that. I don't get it. If I if I start to consume it. And that's my little baby steps, if I start to consume it, and I can understand it, right, I'm gonna want to go the next step, I want to go to the next step, I want to go to the next. And then I educate myself, because you've made it so easy for me to take this journey that I'm telling you.


Come on, you gotta love this stuff.


And I sit there and


piss and moan about the pandemic, right.


But it sort of gives me the ability to be able to do all of this stuff and think through it.


Here's the deal.


Go out to industrial


reach out to me, I want to be a part of people who cared.


I want to be a part of the Special Forces in marketing itself. let's not let's not run away. Let's do it. I have the platform. Let's have that conversation. And I want to be able to do it in such a way that that


bring you success, company success, everybody's success because we've got to be prepared for 2021. All right, people will be brave, Daring Greatly, as I always say, but better yet, hang out with people that are bold, brave and daring greatly. I'm telling you right now, you will not be disappointed because that is a fun frickin ride. All right, take care, be safe. All that and we're gonna have another great interview.


We're gonna have an interview on the old traditional podcast. Cheers. And thank you very much for joining.


You're listening to the industrial talk Podcast Network.

About the author, Scott

I am Scott MacKenzie, husband, father, and passionate industry educator. From humble beginnings as a lathing contractor and certified journeyman/lineman to an Undergraduate and Master’s Degree in Business Administration, I have applied every aspect of my education and training to lead and influence. I believe in serving and adding value wherever I am called.

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