What we do or don’t do depends on the amount of resistance we encounter. The less friction, the faster we go. The fewer barriers, the more likely we are to keep going. Barriers and friction are also good at keeping us on the right track if correctly applied.
That’s why when we receive forms that are already filed in with basic things like name, we are significantly more likely to fill in the rest of it.
Making it live
One of our clients had too many products. It was becoming increasingly hard to bring them all to market profitably. We made a film illustrating the adverse impact on productivity, business and profitability. It also showed how much better things would be for everyone if there were less complexity and friction gumming up the works! This helped break entrenched and habituated behaviours, by triggering the even more powerful impulse to make life easy.