Friction Fatigue

Paul Dyer

Google and Facebook changed our way of life. With this transformation, they unleashed a wave of disruption that handed unprecedented power to Big Advertising. Consumers paid the price as their lives were interrupted and intruded upon in ever-more invasive attempts to sway opinion and drive sales.

Now, this friction has reached a boiling point. Consumers are fighting back with ad blockers, ad-free subscriptions, and calls to regulate Big Advertising’s overreach. Marketing today—and tomorrow—will be on their terms. As a brand marketer, are you ready to deliver?

Marketing expert Paul Dyer has helped dozens of leading brands stay ahead of the curve and navigate the rocky media landscape of the last two decades. In Friction Fatigue, Paul shows you why advertising is broken and provides a frictionless marketing framework to help build your brand in an era in which advertising is no longer the answer. With a new wave of pandemic-accelerated disruption, you’ll learn how to gird your business against competitors and lead the pack with fresh marketing strategies. Featuring behind-the-scenes stories and expert insights, this book is your chance to prepare for a future in which the consumer rules.

Press & Praise

Mikio Fujitsuka, Head of Consumer Care at Johnson & Johnson

"I've valued Paul's insights about consumer and marketing trends for years now. His book, Friction Fatigue, is an insider look at how consumerization is reshaping the media landscape and what it means for the brand marketers of 2021. He refers to a wide variety of recent examples that help brand marketers upgrade their necessary competency to thrive."

Meredith Klein, Head of Consumer Communications at Pinterest

"Paul is an industry trailblazer and one of the savviest marketers I have ever met. He is unmatched in his ability to transform data into powerful campaigns that captivate consumers and the media, and he is consistently raising our industry's bar. He is always ahead of the latest trend, and I rely on his expertise and sharp intuition to make critical decisions for my brand and business."

Seb Tomich, Global Head of Advertising at The New York Times

"Paul is a leading thinker on the evolution of media and what it means for marketers. His book, Friction Fatigue, provides great insight for people who want to stay on the cutting edge."

Paul Dyer is the CEO of Lippe Taylor, an iconic digital marketing and PR firm. An expert in the technique of timing transformative trends, Paul has played a central role in securing and directing more than $100 million of marketing consulting work at top companies throughout the past fifteen years, including Johnson & Johnson, Red Bull, Intel, Nike, Pfizer, Warner Bros, Verizon, and more. He received his MBA from the University of Texas and currently resides in New York with his wife and their two daughters.

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