In an era dominated by instant gratification, a provocative new concept is gaining traction: friction-maxxing. This trend, championed by writer Kathryn Jezer-Morton in a recent piece for The Cut, suggests that the very conveniences designed to simplify our lives are, in fact, making us less happy and more infantile.
What is Friction-Maxxing?
At its core, friction-maxxing is a deliberate embrace of life's little difficulties. It involves consciously avoiding tools and services that eliminate effort, such as using ChatGPT to write essays or ordering dinner via Uber Eats. The argument is that these 'slick' solutions rob us of the deep sense of satisfaction that comes from struggle and accomplishment.
As Jezer-Morton puts it, if you use AI to complete a task, "Congratulations, you have achieved nothing of worth." In contrast, choosing the harder path allows you to "nudge your own personal boundaries" and build a foundation of perseverance and resilience.
The Practicalities of Embracing Friction
The philosophy extends beyond digital tools. Proponents might send children on errands, accepting they'll do a poor job, or invite guests over without a deep clean, embracing the "sweet friction of being judged." The goal is to reintroduce manageable challenges that foster growth and character, concepts once known simply as "character-building."
However, the trend raises immediate questions about where to draw the line. Is it about rejecting all convenience, or only the newest forms? The piece clarifies that no one is advocating against dishwashers, refrigerators, or the printing press. The focus seems to be on recent innovations that shortcut mental and logistical effort in unprecedented ways.
A Reaction to a Frictionless World
Friction-maxxing emerges as a direct reaction to a culture obsessed with optimisation. It questions whether the relentless pursuit of convenience—from AI assistants to real-time location sharing—is stripping away essential human experiences. The movement asks if, by removing all struggle, we are also removing the opportunities for genuine pride and self-discovery.
Ultimately, friction-maxxing is less about a Luddite rejection of technology and more about a mindful audit of our tools. It encourages asking whether a given convenience adds meaningful value or simply cushions us from the rewarding friction of real effort. In a world of seamless apps and instant answers, it makes a case for the enduring worth of doing things the hard way.
