Focus / Caleb Ulku / Friction Injection

Friction Injection

A strategy where Google takes something that was previously free and easy for users, adds just enough friction to make it annoying, and then sells the solution back to businesses — coined by the creator Caleb Ulku.

1 video Core concept Caleb Ulku 1 playable clip
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Google's call button Is DEAD, do THIS instead.
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Google's call button Is DEAD, do THIS instead.
1:15
"I call it a friction injection. The idea is simple. Take something that used to be free and easy for users and add ju..."
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All Appearances (1 videos)
Google's call button Is DEAD, do THIS instead. 1:15
Google's call button Is DEAD, do THIS instead.
19:50 Mentioned at 1:15
"I call it a friction injection. The idea is simple. Take something that used to be free and easy for users and add just enough friction to make it annoying. And then sell the solution back to you."