Your friend's not necessarily smoking incorrectly, Slpntrx5. It takes some people longer to feel the effects of cannabis. I was one of those people, too, when I first smoked weed. Took me easily 7 or 8 tries. I knew how to smoke and inhale just fine.

From what I can determine, resistance to getting high appears to be a matter of exposing and sensitizing the cannabinoid receptors in the smoker's brain and body to a point where they'll take up the cannabinoids in the smoked weed and intoxicate the person. This makes sense to me, since I know this is true of opiate receptors, too, that some people simply are more resistant to the effects of opiates and other substances. You friend's just in the process of waking up his cannabinoid receptors. Tell him to keep trying and see if he doesn't see some progress after a few more smoking sessions.