3M Friction Shims

When I joined 3M in 2021, my first assignment was helping launch Friction Shims, a new product designed for demanding automotive and industrial applications. I translated a highly technical product story into clear, compelling launch materials that helped sales teams and customers understand its value.

Over the next four years, Friction Shims grew from a new product launch into a major commercial success, surpassing 300 million units sold. It remains one of my clearest examples of how strong product storytelling can support a technical innovation from market introduction through global scale.