As anything scales too effectively - from fashion to restaurants to music - the market opens for more non-scalable alternatives. Once Starbucks opens on every block, many of us crave the artisanal coffee shop. Once our favorite Italian restaurant becomes a chain of three, we grow tired of it. Why? First, so much of what we buy and do is tied up in... See more

There’s a common fallacy that brand friction means making things difficult for the sake of being difficult, which we wholeheartedly reject. In this regard, friction is misleading. The idea is not to make things difficult, but to go the extra mile. To put in the necessary effort. To spend that extra bit of time, energy, or dare we say...profit, to... See more