Why We Need to Embrace Waste in a World Obsessed with Efficiency
In today’s hyper-efficient, AI-fueled world, we’ve become obsessed with removing friction.
We automate everything. We optimize workflows. We speed up customer journeys. We chase seamlessness like it’s the holy grail.
But here’s the truth most people won’t admit: efficiency has a hidden cost. And that cost is often our humanity.
That’s why I believe we need to bring back a bit of what the world calls waste: extra time, extra effort, even a little awkwardness. Because in those moments of so-called waste, we find something deeper: connection, meaning, and soul.
We’ve Optimized the Soul Out of Everything
Let’s be honest: digital tools and AI have done a phenomenal job of cleaning up the backend. Platforms like Amazon, Facebook, and Netflix have removed all the pain from shopping, connecting, or consuming. One click, zero friction. Smooth. Efficient.
But somewhere along the way, we stripped out the soul.
The front-end, the place where one human meets another has become sterile. Too easy. Too smooth. And when you remove all friction from the customer experience, you also remove the moments that make something memorable.
Waste Isn’t Always Waste
When we hear the word “waste,” we immediately think: bad.
Wasted time. Wasted energy. Wasted motion.
But what if waste is where the real value lives?
Think about:
The extra 5 minutes you spend chatting with a customer
The handwritten thank-you note instead of an automated email
A quirky, human moment in an otherwise seamless process
Those aren’t bugs. Those are features.
They’re the very things that make experiences memorable and human.
Why the Frontend Needs Friction
Here’s the paradox:
On the backend? Yes, remove friction. Automate it. Streamline it.
But on the front end of the moment of human interaction we need to add friction. On purpose.
Call it intentional friction. Call it soul. Call it delight.
It’s what separates a cold transaction from an unforgettable moment.
It’s the unexpected pause, the creative twist, the face-to-face connection that makes someone feel seen, heard, and valued.
We’re Losing the Art of Real Human Interaction
There’s been a major cultural shift.
People don’t want to meet in person anymore. They don’t want to go out, show up, or be physically present. And I get it.
Digital convenience has made everything so easy.
We can order groceries, attend meetings, and build entire businesses without ever leaving our homes. Add a global pandemic to the mix, and suddenly, real human interaction feels inefficient.
But here’s the problem:
When we start seeing face-to-face connection as a waste of time, we lose something much bigger
We lose spontaneity. We lose warmth. We lose emotional intelligence.
All the little, unscripted moments that come from being together in a room? That’s where relationships grow. That’s where trust is built. That’s where ideas spark.
If we forget how to show up in person, we’re not just becoming more efficient, we're becoming more disconnected.
Delightful Friction Is What People Remember
We’ve been taught to kill friction wherever we see it.
Make it faster. Make it easier. Make it seamless.
But here’s the truth: friction isn’t always the enemy.
Sometimes, it’s the very thing that makes an experience unforgettable.
Think about:
A surprise handwritten note from a brand
A quirky moment in a hotel check-in
A human touch that interrupts the automation
That delightful friction, tiny pauses, creative interruptions, or intentional effort that doesn’t slow people down makes them feel something.
It’s not about being inconvenient. It’s about being unforgettable.
When everything flows too perfectly, we forget it instantly.
But add just a touch of soul, something slightly off-script and suddenly, you’ve created a moment that sticks.
That’s the kind of friction we should be designing for.
Soul > Seamlessness
As businesses, creators, and leaders, we have a choice.
Do we optimize everything until it’s lifeless?
Or do we build in moments of friction that add depth?
If you’re in hospitality, service, design or anything that touches people don’t race to remove all the friction.
Add some tension. Add some weirdness. Add some soul.
That’s how you stand out in a sea of sameness.
A Story About Misplaced Digital Intentions
Let me share a quick story.
A while ago, a job candidate sent me a gift before we even met. It was confusing. Weird, even. And that moment stuck with me not because it was polished, but because it was unexpected and human.
That’s the thing with digital communication: it misses the nuance.
Without tone, body language, or real presence, even thoughtful gestures can land wrong. You don’t get the raised eyebrow, the quick laugh, the “wait, what?” moment. You just get silence. Or worse, misinterpretation.
This isn’t about rejecting digital. It’s about recognizing its limits.
Because trust, rapport, and emotional depth?
Those are built in real moments. Human moments.
Moments that tech alone just can’t recreate.
Finding the Balance: Efficiency + Humanity
Let me be clear I’m not against efficiency.
Use the tools. Automate the backend. Let AI handle the heavy lifting.
But don’t let that become your entire strategy.
Because what really moves people, what really builds brand love isn’t the perfect process.
It’s the human touch layered on top.
Here’s the formula:
Backend: Fast, clean, optimized
Frontend: Creative, emotional, unforgettable
When you strike that balance, that’s when the magic happens.
You get the best of both worlds: operational excellence and brand experiences that people talk about.
In a sea of digital sameness, the human layer is your greatest competitive advantage.
Final Thoughts: It’s Time for a New Playbook
We need to rethink the game we’re playing.
For too long, we’ve been chasing zero friction and hyper-efficiency like they’re the only goals that matter.
But what if we flipped the script?
What if intentional waste, the kind that slows us down, adds effort, and invites real connection is actually what sets us apart?
This isn’t about rejecting technology.
It’s about being more thoughtful with it.
It’s about knowing where to streamline and where to add friction on purpose.
Because in a world where everything is optimized, the brands and people who choose to be a little messy, a little human, a little unpredictable
They’re the ones we remember.
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.