Friction, often seen as a negative, is argued to be the most valuable commodity. It's the resistance that creates value – in products, experiences, and even personal growth. Easy access and seamlessness diminish appreciation and engagement. Intentionally incorporating friction, whether through thoughtful design choices, gated content, or challenging learning curves, can enhance value perception, foster deeper connection, and ultimately lead to greater satisfaction. This "desirable difficulty" forces users to invest more, making the reward feel earned and therefore more meaningful.
Within the digital landscape, Kyla Scanlon's insightful essay, "The Most Valuable Commodity in the World is Friction," posits a counterintuitive yet compelling argument: that friction, often perceived as an impediment to progress and efficiency, is, in actuality, a crucial element for generating value. Scanlon meticulously dissects the prevailing narrative of seamlessness and frictionless experiences championed by the tech industry, revealing the inherent trade-offs that accompany such a pursuit. She argues that the relentless drive to eliminate all forms of resistance within digital platforms, while ostensibly beneficial to the user, inadvertently diminishes the very value those platforms seek to create.
Scanlon's central thesis revolves around the concept of "desire paths," the well-worn trails etched into the earth by repeated foot traffic, which often deviate from the paved pathways originally intended for pedestrian use. These desire paths, she argues, are a tangible manifestation of the intrinsic human tendency to seek the most efficient and desirable route, regardless of pre-determined structures. By analogy, she extends this principle to the digital realm, suggesting that the elimination of friction, while streamlining processes, can simultaneously stifle the organic emergence of user-generated value and innovation.
The essay further elaborates on this premise by exploring the multifaceted nature of friction. Scanlon differentiates between good friction, which enhances engagement and fosters a sense of accomplishment, and bad friction, which frustrates users and impedes progress. She elucidates how well-designed friction, strategically implemented, can serve as a powerful tool for shaping user behavior, cultivating loyalty, and ultimately, driving value creation. Examples provided include the intentional scarcity employed by luxury brands to elevate their perceived worth and the strategic use of waiting lists to amplify anticipation and desirability.
Moreover, Scanlon delves into the economic implications of friction, highlighting how the removal of friction in digital markets can lead to a race to the bottom, where competition solely revolves around price, ultimately diminishing profit margins and stifling innovation. She contends that embracing a nuanced understanding of friction allows businesses to differentiate themselves, create unique value propositions, and cultivate stronger customer relationships. The essay concludes by advocating for a more thoughtful and deliberate approach to designing digital experiences, one that recognizes the strategic potential of friction and prioritizes long-term value creation over the allure of frictionless immediacy.
Summary of Comments ( 113 )
https://news.ycombinator.com/item?id=43933091
HN commenters largely disagree with the article's premise that friction is the most valuable commodity. Several argue that attention is more valuable, as friction is often employed to capture attention. Others suggest that trust, or the reduction of friction to build trust, is more valuable in the long run. Some point out that the article conflates different types of friction, such as the friction of learning a new skill versus the friction of navigating a poorly designed website. A few commenters agree with the author's general point about creating intentional friction for user benefit, but find the framing of "friction as a commodity" to be misleading. Several also critique the examples used in the article, arguing that they demonstrate poor design rather than beneficial friction.
The Hacker News post titled "The most valuable commodity in the world is friction" sparked a discussion with several insightful comments.
One commenter argues against the premise of the article, stating that friction is not a commodity because it cannot be bought or sold. They suggest a more apt title would be "The most valuable property is friction," emphasizing the inherent quality of resistance rather than its tradability. They further illustrate their point by highlighting how friction, in the context of social media, isn't being sold by platforms, but rather that the platforms benefit from existing friction within their networks.
Another commenter agrees with the article's sentiment but proposes "attention" as a more fundamental concept than "friction." They argue that friction is simply a method of capturing attention, which is the truly valuable resource. They offer social media as an example, suggesting that these platforms intentionally create friction to hold user attention, which is then monetized through advertising.
A different perspective is offered by a commenter who draws a parallel to physics. They explain that friction, in physics, converts kinetic energy into heat. They then apply this concept to the digital world, suggesting that friction similarly converts human intention into valuable data or engagement. This comment provides a nuanced analogy that helps explain the value of friction in a different light.
Another comment highlights the importance of discerning between good and bad friction. They point out that while some friction can be beneficial, like security measures preventing fraud, excessive or unnecessary friction can be detrimental to user experience and ultimately counterproductive. They use the example of CAPTCHAs being useful for security but frustrating for users.
One commenter expresses a preference for the term "stickiness" over "friction," arguing it more accurately captures the desired quality of keeping users engaged on a platform. This suggestion highlights the subtle but significant differences in how various terms can frame the conversation.
Finally, a commenter introduces the concept of "flow state," contrasting it with the idea of friction. They argue that while some platforms leverage friction to capture attention, others, like TikTok, aim to minimize friction to create a seamless and addictive user experience characterized by flow. This comment introduces a valuable counterpoint to the discussion, demonstrating that while friction can be valuable, its absence can be even more powerful in certain contexts.
Overall, the comments on Hacker News offer a varied and insightful discussion of the article's core premise. They explore nuances of terminology, offer alternative perspectives, and provide concrete examples to support their arguments. The discussion moves beyond simply agreeing or disagreeing with the article and delves into the complexities of friction, attention, and user experience in the digital age.