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Love this so much.

Friction should go beyond the responsible of the designer to include engineering, data science, and, ultimately, the CEO. Should we use AI? How can we ensure that AI isn't harmful? What is AI harm, and how do we notice and measure it? Are our incentives aligned with doing good in the world? Even Wall Street needs a little (ethical) friction so we don't end up in a humanless dystopian future.

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Exactly, Jamie! Fricitonless is great, if all your customers want are simple services. Engagement *requires* friction -- particularly dramatic structure that rise up to a climax and comes back down again to create a memorable experience.

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