By: The Wall Street Journal
November 18, 2022
In Silicon Valley-speak, “friction” is any physical or psychological barrier that might prevent a potential buyer from buying or using a good or service. Eliminating that friction, or “pain point,” often by way of technology, has therefore become the vaunted business model, if not the raison d’être, of successful startups and established companies alike.
Take your morning cup of coffee. The friction of making it is removed by having a barista at your local coffee shop make it for you. Ordering ahead on an app takes care of the potential pain points of waiting in line and interacting with the barista. Instructing a virtual assistant to order your coffee eliminates the burden of tapping on your phone. And, if leaving your house seems like too much exertion, your virtual assistant can prompt a coffee machine in your kitchen to brew you a steaming cup, which, being a smart machine, will subsequently make your coffee when and how you want without you having to disturb your morning reverie at all.