Friction in Marketing Channels Can Be a Competitive Advantage

John argues that marketers often default to low-friction channels—those that are measurable, affordable, scalable, and brand-safe. However, leaning into high-friction channels—those that feel messy, complex, or unconventional—can unlock significant growth. These overlooked channels often offer unique positioning and differentiation from competitors.

Break the Checklist Mentality to Find Innovation

Relying too heavily on conventional channel evaluation criteria can limit innovation. John challenges the industry’s typical checklist (e.g., simplicity, scalability, brand safety) and encourages marketers to look beyond comfort zones. True breakthroughs often come from channels that don’t initially score well on traditional metrics.

Real-World Examples Show the Power of Embracing Friction

John shares several compelling anecdotes:

• Brunt’s podcast and NASCAR sponsorship show how unconventional, seemingly unscalable efforts can drive emotional resonance and long-term value.

• Belly Welly’s Facebook group acquisitions bypassed traditional ad restrictions through authentic community engagement.

• Nara Baby’s app, developed ahead of a baby formula launch, built trust and brand affinity before product availability.
  These stories highlight the power of second-order effects, like organic reach, trust-building, and cultural alignment.

Explore the Fringes to Discover New Growth Paths

John emphasizes that “good friction” lives where there are many reasons not to act—but doing so can yield unexpected returns. He encourages marketers to explore non-traditional, underutilized, or emerging ecosystems such as:

• Unadulterated platforms (e.g., GPT tools)

• Untested environments (e.g., Vision Pro)

• Experimental combinations (mashups, web3)
  These efforts may lead to deeper customer insights, team inspiration, and entirely new business opportunities—as in John’s own pivot from Trade Coffee to launching In-House.