At Friction Incorporated we create products, positions, and strategies that differentiate and dominate.

We are founders and builders who believe friction is the only way to corner a category.

Rub Competitors The Wrong Way, In A Good Way.

The world is full of easy. Thirty seven products launch every day with the same features, fonts, and founder story. The market doesn’t care anymore, and why should they.

The easy path has become the path most taken, resulting in product blandness and consumer blindness. Same product, same story, same outcome. Blah fucking blah.

And it's only getting worse.

Building marginally better facsimiles doesn’t lead to outlier success. Building outlier things does. That’s where friction comes in. Friction is differentiation by design. Friction is a choice to go against the grain. A deliberate action that creates different results. Friction is doing something your competitors wouldn’t dare. It gives you traction, and creates compounding action.

We use friction to help you launch products, strategies and stories that stand out in a sea of sameness.

Our team has built everything from apps to advertising, hotels to hardware, and dance clubs to databases.

We launch bold things with brave people, and help you penetrate the market with panache.

Whether you’re defining a new category or competing in a crowded one, you need foundational friction. When you lean into the oddities and contradictions inherent in your products you become a hero to some, and a heretic to others. That’s a good thing. The best work divides the audience.

The brands that win don’t smooth their own edges. They sharpen them.