Generally, I’m a big proponent of making things as frictionless and simple as possible. Whether it’s product pricing, customer onboarding, support channels, or any number of other items, less headache is better. Now, there are certain things where adding friction actually adds value, especially when done in a tasteful way.
Here are a few areas to consider adding friction:
- Hiring Process – It’s important candidates have a good experience, but it’s also important to fully vet and evaluate the person with tasks like a writing assessment, technical evaluation, reference checks, and more
- Partnerships – While startups should say ‘no’ to most partnership requests, opportunities do arise that merit further evaluation, and adding friction like guaranteed minimums, joint marketing arrangements, and more can make it worthwhile
- Raising Money – Just because an investor offers money doesn’t mean extensive reverse due diligence shouldn’t take place by calling CEOs of past investments, holding mock board meetings, and vetting the investor as much as the startup’s been vetted
Adding friction here means being more thoughtful and taking more time that originally anticipated so as to achieve a better outcome. Most of the time friction should be removed but in select cases it should be added.
What else? What are some other thoughts on when friction should be added to a process?