If we want to encourage people to put in more effort, we should be using it to show them how that effort opens the possibility for other, better possibilities than the world we have now.

Through friction we develop our own unique taste, perspective on the world and conviction in that perspective.

As platforms optimise for dwell times over interactions, they condition users to be more passive - they’re less likely to take an action, let alone buy something.

When there's no friction, there's no imagination. You're left as a pure consumer - a medieval king feasting in front of a court jester. You grow overstuffed and lazy upon your throne.