2. Friction Forensics: The Easy Way or the Hard Way?

“Friction Forensics

Do You Want Something to Be Easy or Hard to Do?

• Is it the right—or wrong—thing for you to do?

• Do you have enough skill and will to do it well—or do you need to learn how to do it or crank up your motivation?

• Is failure cheap, safe, reversible, and instructive?

• Is delay wasteful, cruel, or downright dangerous?

• Are people already overloaded, exhausted, and burned out? Or do they have the bandwidth to add more to their plates?

• Does it require people to work alone or together? To do it well, how much do different people, teams, and organizations need to coordinate (work together) and cooperate (be willing to work together)?

• Will reducing or eliminating friction for some people result in it being heaped on others? Are you making things easier and harder in the right places? Is the redistribution of friction ethical and fair? Or is it heartless, destructive, exploitive, and cruel?

• Are the commitment, learning, and social bonds that can result from hard work, frustration, suffering, and struggle worthwhile given the human and financial toll?

Eric, who went on to serve as chief algorithm officer at online fashion retailer Stitch Fix, added that companies that make it easy to quit get better data about how to keep customers satisfied and loyal. That’s because the “time to feedback” is faster for the company and the evidence is less noisy because most customers are keeping the service because they want it, not because they are trapped in a roach motel.

Good Riddance Reviews

Methods for Finding Subtraction Targets

• Identify “stupid stuff.” Lisa Bodell, CEO of FutureThink, asks, “If you could kill all the rules that frustrate you or slow down your efficiency, what would they be?” A similar spirit propelled the Getting Rid of Stupid Stuff effort at Hawaii Pacific Health. Dr. Melinda Ashton asked healthcare workers to nominate anything in the electronic patient records system that “was poorly designed, unnecessary, or just plain stupid”—which generated 188 subtraction targets.

• Figure out the value and cost of your meetings. In their Meeting Reset, sixty Asana employees rated each of their standing meetings. They identified more than five hundred meetings that were of low value. And don’t forget the time that people spend getting ready for meetings. Bain, the management consulting firm, calculated that one company devoted three hundred thousand hours a year preparing for a weekly executive team meeting.

• Measure the burdens imposed by performance measurement. Are you spending so much time evaluating one another that you don’t have time to do your work? Deloitte’s leaders were appalled after they “tallied the number of hours the organization was spending on performance management— and found that completing the forms, holding the meetings, and creating the ratings consumed close to two million hours a year.”

• Catalog sources of email overload. The average employee spends 28 percent of their time dealing with emails. Is this true at your company (or is it worse)? Review the number, length, recipients, and timing of the emails that people send and receive. What can you subtract? Perhaps an email policy like that used at the consulting firm Vynamic will help. They call it zzzMail, as in catching some z’s: “team members are to refrain from sending emails to other team members between 10pm and 6am Monday through Friday, all day Saturday and Sunday, and all Vynamic holidays. In urgent matters, a call or text is preferred over email.”

• Observe and interview users. To identify unnecessary and confusing questions in a benefits form completed by more than two million Michigan residents each year, Civilla researchers conducted over 250 hours of interviews with residents and civil servants—and observed them as they filled out and explained the form. Civilla identified dozens of obstacles that jeopardized residents’ ability to get benefits.

• Build a journey map. Diagram the stages that customers or clients travel through as they try to get information, obtain services, or buy products from an organization—and how they, and employees, feel along the way. Our students Elizabeth Woodson and Saul Gurdus used interviews and observations to map the slow and bewildering process imposed on families of disabled children who sought services from the Golden Gate Regional Center, a social services agency in the San Francisco area. They identified numerous bottlenecks that marred clients’ journeys—especially botched handoffs between silos.

• Try a perfectionism audit. In The Systems Bible, John Gall proposed the Perfectionist’s Paradox: in complex systems, “striving for perfection is a serious imperfection.” Pressures for perfection cause needless effort and delay, interfere with learning from imperfect prototypes, and provoke despair. Many things that are worth doing—or are required by others—aren’t worth doing well. Or, as Gall preaches, ought to be done poorly. In that spirit, ask people to identify tasks where the standards are too narrow or too high, or that are enforced with too much zeal.

8. Fast and Frenzied: When and How to Apply Good Friction

“Putting the pedal to the metal is dangerous for organizations, too. London Business School’s Dana Kanze and her colleagues compared managers who were urged by their leaders to rush ahead, to focus on “locomotion goals,” to managers who were urged to slow down and evaluate their actions, to focus on “assessment goals.

Appendix

“We wrote a friction article for Gallup.com, “Too Many Teams, Too Many Bosses,” and for Times Higher Education, “Our To-Do Lists Can’t Grow Forever. It’s Time to Try Subtraction.