Friction and traction
It's fashionable for designers and marketers to want to reduce friction in the way they engage with users.
And sometimes, that's smart. If someone knows what they want, get out of their way and help them get it. One-click, done.
But often, what we want is traction. The traction to find our footing, shift our posture, make a new decision. The traction to actually influence what happens next, not merely slip our way toward a goal of someone else's choosing.