The Future of Business: Why Credit Professionals Should Embrace Friction in a Frictionless World
We’re living in a time where the obsession with speed is everywhere. Companies are racing to make everything frictionless - Amazon’s one-click checkout, Uber’s instant ride-hailing, McDonald’s lightning-fast service. We’re conditioned to expect things faster, smoother, more convenient.
But let me challenge the norm:
What if friction isn’t the enemy? What if friction is actually your secret weapon?
In one of my recent talks, I shared a bold idea that resonated deeply with people in credit management: While the world rushes to eliminate every ounce of resistance, credit professionals should be doing the opposite. We win by adding intentional pauses—creating moments that build trust, deepen relationships, and drive real impact.
The Next Decade Belongs to Two Kinds of Winners
Looking ahead, I see two types of companies dominating the future:
Frictionless giants like Amazon, Uber, and McDonald’s - brands built on speed, scale, and simplicity.
Experience-led powerhouses like the Apple Genius Bar, Four Seasons, and Caesars Palace - brands that win with personalization, immersion, and emotional depth.
And the rest?
They’ll fall into the “black hole of mediocrity” - neither fast nor unforgettable. And in today’s competitive landscape, forgettable is fatal.
Friction Isn’t the Enemy, It’s the Hidden Advantage
For many industries, friction is an enemy to be eliminated. Tech giants like Facebook, Netflix, and OpenAI pour billions into removing it - simplifying connections, reducing clicks, speeding up decisions.
But for credit professionals, the game is different.
Here, friction is not a bug. It’s a feature.
Because when you’re in the business of trust, friction is what builds relationships.
Trust doesn’t happen in a flash. It’s built through conversations, storytelling with data, and meaningful engagement with stakeholders. Digital tools and AI can boost efficiency, but they should enhance, not replace, human connection.
To explore how AI can coexist with human connection in business, I wrote about this deeper in The Power of Friction in Business: Embracing AI and Human Connection for Success.
Storytelling Through Data: Turning Numbers into Narratives
One of the most powerful tools credit professionals have is data. But raw numbers alone won’t inspire action or trust. The true magic happens when that data is turned into a story.
This means:
Framing credit decisions in context
Showing trends and implications in relatable terms
Using data to open doors—not just close them
When done well, storytelling builds confidence with internal stakeholders and strengthens relationships with clients. It shifts the conversation from risk prevention to shared understanding and collaborative decision-making.
Embrace Friction as “Meaningful Delay”
Not every pause is wasted time. In fact, the right kind of delay can be powerful. I call it “meaningful delay.”
It’s the phone call instead of the email.
It’s the “Why?” behind a decision.
It’s that one extra question that deepens understanding.
These small moments of friction are where trust lives. They don’t slow you down—they make you unforgettable..
Leveraging Technology Without Losing Humanity
Look, I’m all in on digital transformation. AI, automation, machine learning—these are the tools we need to scale, streamline, and level up.
But let me be clear: Efficiency doesn’t build loyalty.
Humanity does.
You can automate workflows, but not trust. You can use AI to flag risk, but not to spark belief. The most valuable currency in credit management is still the human connection.
The Strategic Choice: Speed or Humanity
This is the strategic fork in the road.
You can choose to compete on speed, stripping away every pause.
Or you can choose to win with humanity—embracing friction, owning your story, and building human-centered trust.
Staying in the middle? That’s where brands go to die.
In a world obsessed with removing resistance, I believe credit professionals can stand out by slowing down. Not for the sake of inefficiency - but for impact, intimacy, and influence.
Why Brand Heritage and Craftsmanship Still Matter
Brands that slow down to focus on quality, heritage, and immersive experiences tap into a deep consumer desire for authenticity and meaning. This countercultural trend reminds us that human experience isn’t outdated - it’s timeless.
Final Thoughts: Friction Is the Future
The takeaway here is clear: in the future, you can’t afford to be average.
You must decide:
➡ Will you compete on speed and remove all friction?
➡ Or will you lean into the friction and use it to build trust, spark emotion, and create loyalty?
For credit professionals and trust-based businesses, the answer is crystal clear: friction is your superpower.
In a world obsessed with going faster, be the one who dares to slow down—and truly connect.
That’s where real value and real relationships begin.
About the Author:
Shawn Kanungo is a globally recognized disruption strategist and keynote speaker who helps organizations adapt to change and leverage disruptive thinking. Named one of the "Best New Speakers" by the National Speakers Bureau, Shawn has spoken at some of the world's most innovative organizations, including IBM, Walmart, and 3M. His expertise in digital disruption strategies helps leaders navigate transformation and build resilience in an increasingly uncertain business environment.