The Power of Friction in Business: Embracing AI and Human Connection for Success
We live in a world obsessed with speed. Everyone’s trying to build smoother, faster, more frictionless experiences - whether it’s in tech, business, or daily life. But here’s the question I raised in a recent keynote: What if friction isn’t the problem? What if it’s the solution?
That might sound strange at first, but hear me out. While we're racing to eliminate every bump in the process, we’re also stripping away opportunities for creativity, connection, and growth. And in a world being transformed by AI, that human element is more important than ever.
The Hidden Power of Friction
Friction has a bad reputation. We’ve been trained to see it as a barrier - something to remove. But I see it differently. I call it the “F word” of business. Not because it’s something we should avoid, but because it’s something we need to reclaim.
Friction forces us to pause. It makes us think. It slows us down - just enough to get intentional. And that space? That’s where real innovation happens.
When we remove all friction, we lose the moments that matter. We lose the depth.
Fast Isn’t Enough Anymore
With AI evolving at warp speed, businesses are stuck in a race. But I believe the companies that will thrive aren’t just the fastest - they’re the most thoughtful.
There’s a big difference between:
Speed-driven companies that obsess over smoothness and scale
Friction-inclusive companies that create space for human connection and reflection
I’ve seen firsthand how powerful it can be when businesses build intentional tension into their systems. It’s not about slowing down - it’s about designing pauses that drive better decisions and stronger cultures.
Let’s Talk About AI (and Fear)
Look, AI is changing the game. It’s already reshaping industries, job roles, and workflows. And with that change comes fear.
I get it. But I believe fear is one of our greatest assets - if we learn how to use it.
One of the messages I share often is: work scared until you become scary. It’s about leaning into discomfort, embracing the unknown, and growing through it. That mindset is what separates people who adapt from those who get left behind.
Empowerment Is Access
Here’s something I’m deeply passionate about: equity through tools.
When people have the right tools - AI, automation, creative platforms - they’re not just better workers. They become builders. The future belongs to those who are empowered, not just informed. And that empowerment comes from access - not just to tech, but to opportunity, to training, to belief.
Give people the tools and watch what they do with them.
Care Is a Strategy
In a results-obsessed business world, we sometimes forget the most important factor: people.
You can’t build a high-performing team without caring deeply for the humans on it. I’ve seen companies turn around simply because leadership decided to show up differently. When you invest in your people - mentally, emotionally, professionally - you don’t just get loyalty. You get lift. Culture isn’t ping pong tables or pizza Fridays. Culture is how you make people feel every day.
Create Moments That Matter
In the middle of the hustle, it’s easy to forget how powerful a moment of reflection can be. Some of my best ideas haven’t come in moments of motion they’ve come in stillness.
I talk a lot about designing space. Space to think. To reflect. To slow down long enough to be bold. Because in a world that’s constantly rushing forward, sometimes the biggest advantage is knowing when to pause.
Here’s What I Know About the Future of Work:
Don’t erase all friction—use it to spark insight and creativity
Empower your people with access to the right tools and tech
Turn fear into your edge by embracing discomfort and uncertainty
Slow down on purpose—it’s where strategy and innovation live
Final Thoughts:
The future of business is about more than just embracing speed and technology - it’s about creating meaningful experiences, fostering empowerment, and striking the right balance between friction and efficiency. Are you ready to lead your organization into this new era of thoughtful innovation?
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.