Conventional wisdom says: remove all friction. Make the funnel seamless. One-click this. Instant that. But the best brands know—sometimes a little friction is what makes something feel worth it.

Think about Netflix in the early 2000s. They didn’t promise speed—they promised control. You’d pick your DVDs online, wait a day or two, and return them when you were ready. No late fees. No lines. The delay wasn’t a flaw—it was part of the charm. That slight friction made the experience feel deliberate. Like choosing your weekend, not reacting to it.

Friction, used well, creates commitment.

Today, Dropbox still asks users to install a desktop app—not because it’s easier, but because it deepens integration. Apple’s packaging doesn’t just protect the product—it orchestrates a reveal. These aren’t delays. They’re design choices that slow you down just enough to feel something.

In a world obsessed with fast, smart brands use slow to signal intent.

You don’t want to frustrate your customer. But you don’t want to flatten the experience either. Because when everything is easy, nothing feels significant. And when nothing feels significant, nothing gets remembered.