The Knowing-Doing Gap
What is Friction?
Any small cost or extra step between you and an action; adding or removing even 20 seconds of it changes behavior more than new knowledge does.
Go deeper
Read the full deep-dive that explains Friction in context - with examples, mechanics, and where it breaks.
Related terms
- Akrasia The ancient Greek term for acting against your own better judgment - knowing the right thing to do and doing something else anyway.
- Intention-Behavior Gap The distance between what you decide to do and what you actually do; across the research, intentions explain only about 28% of behavior.
- Inclined Abstainers People who fully intend to act but never do - the group where almost the entire knowing-doing gap actually lives.
- Habit Loop The repeating cycle behind every habit - cue, craving, response, reward - which you reprogram one stage at a time rather than by trying harder.
- Default What happens if you do nothing; the single strongest nudge there is, because doing nothing is always the easiest available action.
- Present Bias The built-in habit of treating right now as far more valuable than any later moment, so anything in the future instantly loses roughly a third of its worth.