Situation: Ruthie’s Office Furniture sells office furniture to offices that need furniture. Ruthie believes passionately that all contracts should be signed by hand, so she requires her clients to send them to her using a fax machine. This is an example of:

Adding bad friction introduces unnecessary obstacles that slow down processes and create friction without providing value to the customer or the business. Requiring faxed contracts increases effort for clients without improving outcomes or safety. This approach reduces efficiency and can harm customer experience. It contrasts with RevOps principles, which prioritize streamlining processes and minimizing unnecessary barriers. Bad friction impedes growth rather than supporting controlled or incentivized behavior.