Every organization hits friction. Stalled projects, slow progress or stuck thinking. Adam Alter helps teams spot the hidden forces getting in their way and shows them how to break through. A bestselling author (Anatomy of a Breakthrough, Irresistible, Drunk Tank Pink) and professor of marketing and psychology at NYU Stern, Adam’s work blends cutting-edge research with simple, actionable frameworks. His trademarked Friction Audit helps companies remove invisible blockers to growth, while his behavior-first approach teaches how small context shifts can lead to major results. Teams walk away with new momentum and a roadmap to move forward.
