When you’re working or marketing a new idea, it isn’t just about having a new idea – it’s about that idea gaining traction.
The important thing to remember is that you have to have some friction (internal or external) to be able to get any grip.
That’s why roads get covered in sticky Tarmac, and why off-road tyres have bigger tread.
If there isn’t any friction, you’re trying to drive on ice. Or you’re heading downhill with no way to stop.
