Clients want content that inspire them to push themselves and do things that are irrational. This irrational behavior according to author of Friction: Passion Brands In The Age Of Disruption, Jeff Rosenblum, will create loyalty from your customers. If loyalty becomes the core of a big company where people trust each other, then disruption happens and an emotional connection between the customers take place. Jeff shares his stories of being a disruptor in the business world from the get go and his belief why brands are built and not bought.