“Friction: Adding Value By Making People Work for It” by Dave Birss & Soon Yu.

“Friction: Adding Value By Making People Work for It” by Dave Birss and Soon Yu is a thought-provoking exploration of the concept of friction and its role in creating value. The authors argue that in a world obsessed with seamless experiences, introducing a certain level of friction can enhance the perceived value of a product or service.

The book challenges the prevailing notion that smooth and effortless interactions are always superior. Birss and Yu illustrate through real-world examples how deliberate friction can engage customers, foster loyalty, and ultimately lead to a more meaningful and memorable experience. Drawing on a range of industries, from technology to hospitality, the authors provide valuable insights into the strategic use of friction as a tool for differentiation.

One of the strengths of the book is its accessibility. The authors use a conversational tone and employ relatable examples, making the content accessible to a broad audience. The book is well-structured, guiding readers through the principles of friction and how it can be strategically applied to enhance various aspects of business.

“Friction” encourages readers to reevaluate their approach to customer experience and innovation. It challenges the status quo and prompts businesses to consider the nuanced balance between smoothness and intentional resistance in their offerings. While the idea of introducing friction may seem counterintuitive at first, the book effectively argues that doing so can lead to more engaged and satisfied customers.

In summary, “Friction: Adding Value By Making People Work for It” is a thought-provoking read for anyone involved in business, marketing, or product development. It provides a fresh perspective on the importance of friction in creating value, offering practical insights that challenge conventional thinking and inspire innovative approaches to customer engagement.

Read the transcript of his “How to Release Happy Chemicals in People’s Brains” talk at the Like Minds Nudge Ideas Festival.

Buy it here.