Simply put, DECREASING friction INCREASES action. To put it in ophthalmic layman’s terms, the easier it is for a patient to schedule LASIK, convert to a premium IOL, or purchase a pair of Maui Jim sunglasses from your optical, the more they’ll buy. This is especially true in today’s world of “Retail Ophthalmology,” where it’s not uncommon for surgical patients to spend thousands of dollars in out-of-pocket expenses upgrading their vision. Here’s how Roger Dooley put it in his book called FRICTION: The Untapped Source That Can Be Your Most Powerful Advantage: “Friction is the unnecessary expenditure of time, effort or money in performing a task.” He states that when you reduce friction and make something easy, people do more of it, adding that a friction-less online shopping experience was the basis behind Jeff Bezos founding Amazon.