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The revolution will not be optimised: on frictionmaxxing and the creative virtues of inconvenience
This article suggests that embracing inconvenience and friction can be a powerful strategy for brands looking to differentiate themselves in a market that prioritizes seamless experiences. By intentionally introducing elements of challenge or complexity, brands can foster deeper connections with consumers who are increasingly seeking authenticity and meaningful engagement.
Its Nice That: In a culture obsessed with seamlessness and instant fulfilment, inconvenience is starting to feel strangely radical again.
The article presents a fresh perspective on brand strategy by advocating for the intentional use of friction, which is a significant departure from the current trend of optimizing for seamless experiences, making it highly relevant and impactful for brand professionals.