Adam Alter

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.