Frictionless: 7 Steps to Remove Barriers, Unlock Value, and Outpace Your Competition in the AI Era

In an era where AI can generate code in minutes, why do software teams still struggle to deliver?

While artificial intelligence transforms how we build software, most organizations remain trapped by friction that turns AI's promise of speed into bottleneck nightmares. Slow deployments, brittle systems, and frustrated developers create invisible drag on innovation—costing US companies $1.52 trillion annually in technical debt alone.

Frictionless: 7 Steps to Remove Barriers, Unlock Value, and Outpace Your Competition in the AI Era reveals the strategic framework that separates high-performing software organizations from the rest. Authors Nicole Forsgren and Abi Noda show how eliminating development friction isn't just about happier developers—it's about unlocking competitive advantage.

Drawing from work with hundreds of software teams, this practical guide demonstrates how companies like LinkedIn transformed their trajectory by systematically removing friction, going from monthly deployments to multiple releases per day. You'll discover how poor developer experience hides catastrophic business risks and—most importantly—how to fix it.

Perfect for engineering leaders, CTOs, and anyone responsible for software delivery, this book provides everything needed to transform developer experience: proven measurement frameworks, a 7-step implementation methodology, and real-world strategies that work whether teams embrace AI tools or use established workflows.

The organizations investing in developer experience today will move faster, build better, and lead tomorrow. Whether you're struggling with slow deployments, frustrated developers, or unrealized AI potential, Frictionless shows you how to remove the barriers limiting your success.

Nicole Forsgren is an expert in DevOps and Developer Experience and has led and advised DevEx efforts across the industry. She is the lead author of the Shingo Publication Award-winning book Accelerate: The Science of Lean Software and DevOps: Building High Performing Technology Organizations. Her work on technical practices and development has been published in industry and academic journals and is used to guide organizational transformations around the world. For more information, visit her website at nicolefv.com.

Abi Noda is the founder and CEO at DX, where he leads the company's strategic direction and R&D efforts. His work focuses on developing measurement methods to help organizations improve developer experience and productivity. Before joining DX, Noda held engineering leadership roles at various companies and founded Pull Panda, which was acquired by GitHub in 2019. For more information, visit his website at abinoda.com.