Friction Incorporated

Rubbing competitors the wrong way since forever

At Friction Incorporated we create products, positions, and strategies that help you differentiate and dominate. We are founders and builders who believe friction is the best way to corner a category.

No Friction, No Fandom

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No Friction, No Fandom ~

“Friction rubs your competitors the wrong way, in a good way.”

The world is full of easy. Thirty seven products launch every day with the same features, fonts, and founder story.

The market doesn’t care anymore, and why should they. The easy path has become the path most taken, resulting in product blandness and consumer blindness. Same product, same story, same outcome. Blah fucking blah. And it’s only getting worse.

Building marginally better facsimiles doesn’t lead to outlier success. Building outlier things does. That’s where friction comes in. Friction is differentiation by design. Friction is a choice to go against the grain. A deliberate action that creates different results. Friction is building something your competitors never would. Friction is a strategy. Friction gives you traction, and creates action. Friction rubs your competitors the wrong way, in a good way.

Friction creates followers and fanatics. Because if it’s easy, everyone is doing it, and nobody cares.

No friction, no fans.

Differentiate Or Die

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Differentiate Or Die ~

What We Do

“Harder To Copy, Easier To Defend”


We help you define, design and deploy net-new things. We use friction as a force multiplier, helping you launch products, strategies and stories that set you apart in a sea of sameness. We’ve built everything from apps to advertising, hotel brands to hardware, and codebases to consumer goods. We know our shit. And we make you “the shit”.

Whether you’re defining a new category or competing in a crowded one, we help you create friction in the market. Friction deepens differentiation, helping you corner the category. Incorporating friction on purpose makes you harder to copy, and easier to defend.

Meet The Team

Incorporating Friction

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Incorporating Friction ~

How We Work

From sprints to full market friction

Fast
Friction:

One week, quick sprint.

Quick-serve strategy and differentiation. Pop in, pick up some new ways of thinking, and hit the road.

Learn More

Foundational Friction:

Six weeks, deep dive.

Dive deep into your business, identify what's unique, defensible and can create friction in the market. Get specific frameworks for novel positioning and products.

Learn More

Future
Friction:

Ongoing, design and deploy.

Build and deploy the friction you've defined. Turn strategic differentiation into products, features, and GTM vehicles that competitors can't copy.

Learn More

Open To Anyone, But Not For Everyone

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Open To Anyone, But Not For Everyone ~

Our Strategic Sweet Spot

Call Us Today:

  • Early-stage companies (seed to Series B)

  • Founders who think the market is doing it wrong

  • Companies building in emerging or undefined categories

  • Teams with ambitious vision, and guts

  • Startups that want to create rather than compete

  • Leaders who know that different is better than better

Don’t Bother:

  • Companies looking for traditional market/product approaches

  • Businesses that want to copy existing models

  • Teams afraid of differentiation

  • Organizations seeking lowest-common denominator solutions

  • Anyone who thinks "best practices" are best

Creating Friction Like It's Our Job

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Creating Friction Like It's Our Job ~

Hate Mail

"We've never seen anything like what you assholes are doing.
It's completely outside industry standards, and frankly irresponsible."
— Fortune 500 dude

"Your approach violates every best practice we've established over the past 20 years."
— Industry VP and “thought guru”

Incorporate Some Friction

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Incorporate Some Friction ~

Let's Talk

Creating friction creates escape velocity. We are unencumbered by bureaucracy, overhead, red tape, and best practices. We move fast, creating friction that deepens your differentiation and confuses your competitors.

Email: hello@friction.inc