Friction With Purpose — Why Some Inefficiencies Are Strategic Advantages

By Christoph Burkhardt

AI Strategy Advisor | Founder, AI Impact Institute

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AI makes friction optional. Leaders must make it meaningful. This article explores why certain inefficiencies—custom proposals, personal communication, presence in key moments—are not waste but strategic advantages. In an age of automation, intentional effort becomes a signal of care, and effort is the new scarcity.

Rethinking Friction

For years, management theory has taught that friction is a cost to be eliminated. Friction slows down workflows, complicates processes, and drains resources. But what if not all friction is negative?

Some forms of effort are not wasteful—they are meaningful. They signal attention, presence, and trustworthiness. In the AI era, where nearly every interaction can be automated, these signals matter more than ever.

When Friction Builds Value

Examples of friction that carry meaning include:

• A custom-crafted proposal, instead of a generic template.

• A personal video message recorded by a leader, rather than a polished AI-generated avatar.

• A founder personally joining a kickoff call, even if an assistant or system could handle it.

Each of these moments represents inefficiency in the traditional sense. But in practice, they build loyalty and differentiate organizations from their competitors.

Case Study: Choosing Care Over Convenience

A consulting firm tested AI-generated avatars to deliver initial sales presentations. On paper, the system saved time and improved scheduling. But clients reacted poorly. The experience felt cold and transactional.

The firm pivoted back to having human leaders lead the first conversation. The result? Clients reported a stronger sense of connection, and deals closed faster. Paradoxically, by reintroducing friction, the company gained efficiency in outcomes.

The New Equation

Efficiency is about removing waste. Strategic friction is about signaling value. The challenge for leaders is not eliminating effort, but distinguishing empty effort from meaningful effort.

Conclusion

In the AI era, effort is no longer inefficiency. It is currency.

The most successful organizations won’t be those that eliminate friction, but those that design it with purpose.

If this idea of purposeful friction resonates, AI Done Right explores how leaders can design strategies where effort becomes a signal of trust, not waste. Learn how to turn intentional inefficiencies into lasting advantages in the AI era.

Read more and join the pre-order list here: https://243328061.hs-sites-na2.com/ai-done-right