Description

"The Friction Paradox – Adding resistance to increase value and desire" challenges the Silicon Valley obsession with making everything "frictionless" and "easy." While removing barriers is good for commodities, this book argues that for high-value brands and services, friction is essential. It is the effort required that signals worth to the consumer.

Strategist Oliver West analyzes why we value the IKEA furniture we build ourselves more than ready-made pieces (the IKEA effect) and why application-only memberships are so coveted. The book teaches how to strategically insert "good friction"—forms, waiting lists, or qualification steps—that filter out bad leads and make the "yes" feel like an achievement for the customer.

Readers will learn to distinguish between "bad friction" (confusing websites) and "strategic friction" (investment of effort). "The Friction Paradox" is a counter-intuitive guide to building loyalty by asking customers to work a little harder, thereby deepening their commitment to the brand.