This week let’s expand on the kickstart I left you with: the need for a dose of friction.

When luxury brands streamline their buying process too much, something unexpected happens: perceived value drops. Psychologist Daniel Kahneman's research on how we think explains why: cognitive effort in decision-making directly influences how we value those decisions.

Consider luxury car manufacturers. Porsche, BMW, and Mercedes (and several others) all use detailed configurator processes not despite their premium positioning, but because of it. These structured steps, from performance options to material selections, aren't barriers to purchase. They're vital moments of value construction. They create a personal connection with their products because the potential buyer “built it themselves”.

Think of friction like seasoning in cooking. Too much ruins the dish. Too little leaves it bland. The key is adding it at the right moments, in the right amounts.

Here are three principles for mastering strategic friction:

Map Your Customer's Path to Find Value-Building Friction Points

According to research published in the Journal of Consumer Research, customers who experience some difficulty in the purchasing process report higher satisfaction with premium products. The key is distinguishing between friction that builds trust and friction that causes abandonment.

Now go map your customer journey. See if you can identify moments where added steps increase confidence versus create abandonment. Build friction into value-reinforcing moments, remove it from moments that don't.

Build Trust Through Strategic Disclosure

Kahneman's research in "Thinking, Fast and Slow" demonstrates that information sequence dramatically affects decision confidence. The key isn't to minimizie information, it's revealing it at moments that build trust rather than causesoverwhelm.

Apple demonstrates this principle: Their product pages begin with emotional benefits before layering in technical specifications. Each information point builds value perception rather than creating barriers. Contrast that with many other technology companies who try to impress with their technical specs first to show why they’re the right choice, yet unwittingly push buyers away by not first creating a meaningful connection.

Design Interactions That Build Investment

Richard Thaler, known for his work on improving decision making, shows that people value what they invest in whether that investment is time, effort, or attention. The key is making each friction point feel like a step toward mastery rather than an obstacle.

Consider Patagonia's buying process: Their detailed material sourcing information, repair guides, and environmental impact data don't make purchasing easier – they make it more meaningful. Each piece of information builds conviction in the choice. This matters more and more in a world where consumers are increasingly concerned about the environmental impact of fast-fashion.

Strategic friction isn't about making things harder. It's about building confidence through carefully designed moments of engagement.

Your customer's brain isn't looking for the easiest choice. It's looking for the choice they're most confident about. Your job is making sure every step builds that confidence.

Kickstart: Look at the friction you experience:

Think about your last major purchase ($1000+). What steps in the buying process made you more confident in your decision? Which steps felt like unnecessary friction?

How might you apply what you observed to your company?

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