INTERVIEW | Make Money by Overcoming Friction with Eric Corey Freed

Eric Corey Freed, award-winning architect and author of *Frictionless*, reveals how the real barrier to innovation isn't lack of ideas—it's the invisible psychological and neurological 'frictions' that cause people to shut down good ideas before they’re tested. Drawing from 35 years of experience leading sustainable building projects, Eric discovered that even well-intentioned executives often reject innovation not because it’s bad, but because their brains—specifically the amygdala—react to change as a threat. He shares how he turned this insight into a framework that identifies four universal frictions (fear of cost, fear of failure, fear of complexity, and fear of disruption) and offers practical ways to overcome them. His journey—from working as a busboy at 15 to becoming a principal director at Canon Design—was fueled by a relentless refusal to stay in safe, predictable paths. The episode underscores a radical truth: success isn’t about working harder, but about strategically removing friction so that momentum can take over. Eric’s story is a masterclass in leveraging fear as a signal, not a stop sign. The most powerful takeaway? You don’t need more motivation—you need a system to bypass the brain’s natural resistance to change. Whether you're a founder, a manager, or a creative professional, *Frictionless* provides a blueprint to turn hesitation into action.