All customers seek to make good decisions as easily as possible, particularly when confronted with a mass of information and options. When your organization can reduce the cognitive load of making decisions and taking action (i.e. reducing friction), customers are more likely to engage with your business. Making it easier to buy a suitable solution rather than focusing on selling helps to communicate your positive intentions. In the context of an increasing number of firms selling consumer data and social media influencers, gain an appreciation for how developing a genuine, consensual and transparent relationship with your customers, can be one of the most powerful and important brain hacks in business.