CHAPTER

5

The Science of Friction

At this point, we’ve seen some very different examples of how reducing friction can disrupt entire industries. We’ve got many more practical examples to come, but I’d like to spend a short time on the science that underlies the effects of friction on human behavior.

I think you’ll find this chapter interesting and helpful, but if you want to skip over it, don’t worry—there won’t be a test, and the rest of the book will still make perfect sense. (Well, at least as much sense as if you don’t skip it!)

THE LAW OF FRICTION

Given what we know from the work of Daniel Kahneman, BJ Fogg, Richard Thaler, and other scientists, not to mention philosophers through the centuries, I propose this fundamental law of friction: ...

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