HUGGY RAO: What we realized was as we went through the journey, we realized friction is two-sided just as you’ve got bad bacteria in our microbiome, we have bad friction that infuriates people, but just as we have good bacteria in our biome, good friction actually helps people. BOB SUTTON: Well, we devoted a lot of time to thinking about friction for customers and some organizations, they weaponize friction to make it difficult for customers to get help, to get services that they’ve already paid for. And that’s one of the things that we like to think about friction is where can you put in good friction to stop bad friction?