In praise of friction

At Uber and Uber Eats, I spent a decade helping to remove friction from consumers’ lives. Then I began paying to restore it to my own.

[Source Illustration: Getty Images]

“Tap a button, get a ride.”

We repeated it like a mantra in the early days at Uber. Every metric we obsessed over was in service of that sentence: cancellation rates, two-minute ETAs, requests-to-completed-trips. On promo days, you could tap........

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