Why we all need to be friction-maxxing

Foreword: This was written, including research, notes, writing, and review, in 30 minutes as a challenge to write more essays.

What is friction?

It's being human - every second of our lives from when we wake to while we sleep is saddled by friction at every turn. In today's world, friction has been so removed so as to make the "act of escaping redundant" as Kathryn Jeezer-Morton wrote in The Cut on January 3rd 2026. The reasons for this are many, but Jeezer-Morton posits tech companies are to blame - a population more averse to friction is more likely to pick up the shiny new gadget that removes some remaining fraction of it.

Friction-maxxing

She then introduces the concept of friction-maxxing, or the act of "loving the craft", so to speak. This sentiment has gained a lot of prevalence in recent months, as mentioned in no small part due to the rise of generative AI. Gen Zers and Millenials alike are espousing the benefits of slowing down and appreciating the little things you do that yes, are hard, but make you better in some small, incremental way.

When else have we done this?

In a Pass notes article in the Guardian from January 2026 referencing the above, it notes that friction-maxxing used to be called character building. I'm sure it has been known as many other things - I'll definitely be looking deeper into when else in history has human society had cultural movements to increase their intrinsic motivation for friction.

References and notes

• https://www.theguardian.com/technology/2026/jan/06/friction-maxxing-could-less-convenience-lead-to-much-more-happiness
  • says it used to be called character-building
  • doing hard things will ultimately make you a better person
• https://www.thecut.com/article/brooding-friction-maxxing-new-years-2026-resolution.html In 2026, We Are Friction-Maxxing
  • posits that escapism has been made redundant by making us always "one foot out the door"
    • blames tech companies for this
    • clarifies that escapism is about reducing friction, and since friction is so eliminated...
    • "people would prefer not to be human" -> friction == humanity
    • "foie gras ducks being force-fed escapism" -> we were crippled with intent
    • the act of return from a frictionless action is full of friction aka impossible
  • friction-maxxing:
    • one of the top ways: poll, dont subscribe
    • nothing wrong with worrying - it's friction
    • a great story about how using a higher source of friction (horrible mexico trip) can lead to a lesser source of friction (reading) being an escape from it
  • this is in part a response to generative ai taking away the friction of thinking
    • who are we when we delegate that?