A lot of product managers, change agents, educators and leaders focus a lot of energy on “removing friction”.

If you’re not into the jargon that means making the experience smooth and easy.

If I’m checking into a hotel or trying to check out my online basket then that makes a lot of sense but sometimes it doesn’t.

Researchers found that learning material that was written in a difficult to read font led to higher marks for students.

Friction helped things stick.

Sometimes making it difficult for our users - or ourselves - is the right thing to do.

A leader who doesn’t immediately smooth over a difficult conversation, but stays with it.

A product team that resists auto-filling every decision and asks users to pause and choose.

A coach who doesn’t rush to reassure, but lets the discomfort do its work.

Not all friction is failure; sometimes it’s intentional resistance — the kind that builds understanding, judgement and ownership.

Knowing when to do this and when not to do this can be tricky. I can help.