Since the moment the first human turned a piece of sharpened flint into a tool, humans have been on the hunt to do more with less effort.

We invented the wheel to help us carry more things at one time. We invented shoes to help us walk further on tougher terrain. We invented the pull-down-to-refresh gesture on mobile devices to save us the effort of clicking on a single button. Much of humanity's energy has been focused on minimizing effort and reducing friction. This has accelerated in recent years with a ruthless focus on creating frictionless experiences. And the authors believe that it’s gone too far.

This book proposes that we should start thinking about adding some friction back in. It’s not a one-sided rant. It’s a call for balance in an unbalanced world. We set out the difference between good friction and bad friction. Clearly there are some irritants and inconveniences that it’s wise to get rid of. Like over-complicated financial transactions and hard-to-open packaging. But there are also times where a bit of friction can add more value, and lead to more meaningful, memorable experiences.

This book will show how friction can help us in building stronger connections with others, whether they be in the physical world or digitally online. It will explain the physical, mental and emotional benefits that a little bit of extra work can offer us, including creating much needed happy chemicals like Adrenaline, Dopamine, Oxytocin, Serotonin and Endorphins (A DOSE).

And it will explain how businesses can use friction in a way that benefits both them and their customers. For example, when Gmail first started, it was by invitation only. Each user would occasionally be sent limited invites which they could pass along to their friends. On a practical note, it helped Google manage their limited server space but on a marketing note, it helped to build huge amounts of desire. The difficulty of getting a Gmail account made people want one all the more.

We’ll set up a design framework that embraces the seven virtues of good friction: Exclusivity, Meaning, Belonging, Rapport, Assurance, Competence, and Engagement (EMBRACE).

We’ll explain how and when to use it to your advantage. And we’ll offer examples of where it’s been used well. Friction isn’t something to be avoided. Instead, EMBRACE A DOSE of good friction for a healthy, happy and fulfilled life.