There’s a lot of talk in startup la-la land about friction.
“Let’s reduce friction and make it really frickin’ easy to sign up!”
-100 startup CEO’s per hour
Are we sure?
What about customers who demand phone support for freemium, or who insist on obscure features for anomalous requirements? Do you want them signing up by the bucket full?
No. The devil should be faced with a holy kind of friction.
Friction, then, is different from Barriers to Entry.
Lowering barriers to entry means making it easy for the right* user to try a product. Reducing friction just makes it easy for everyone.