On Eggs and Experiences

Let’s start where all good stories about experiences start—with cake. In the 1940s, food manufacturers began developing new innovations to meet the growing demand for easier cooking solutions during and after World War II. One novel solution was the invention of the instant cake mix. These mixes included pre-measured dry ingredients that only required adding water so consumers could quickly mix and bake cakes without the hassle of measuring flour, sugar, eggs, and other ingredients.

But there was only one small problem: consumers weren’t buying them. Worried, Betty Crocker executives hired a consumer psychologist to interview housewives.

In their discussions, they learned housewives felt guilty about the effortlessness of the instant cake mix as it made using the product “too simple.” The process (or lack thereof) was self-indulgent and felt like “cheating” compared to the more rewarding process of baking from scratch. Therefore, the mix was a problematic buy for them.

This insight led to an opportunity: “What if we removed the powdered eggs from the mix and allowed people to add fresh eggs themselves, would it decrease their guilt through increased participation?“

The answer was a resounding yes. Once the new cake mix requiring fresh eggs was released, sales began to soar — a win for both housewives and Betty Crocker.

At first glance, adding friction or making the process more difficult might seem counterintuitive to the frictionless experiences boardrooms and customers desire. However, when applied measuredly and thoughtfully, friction can be a powerful additive for brands to enhance customer relationships.

Friction requires people to participate in the experience themselves. When people move from being bystanders to active participants, they create a bond between themselves and the product or brand. This emotional bond transforms transactional interactions into a meaningful relationship, enhancing the customer’s satisfaction and retention.

When consumers feel connected to a brand through shared values, positive experiences, or co-created artifacts, they are more likely to engage repeatedly and advocate for the brand within their social circles.

Considering friction, I can’t help but apply it to our current landscape hyperfocused on artificial intelligence. Adding friction to AI-enabled experiences is/will be crucial to maintaining user trust and ensuring meaningful interactions. While AI can streamline processes and enhance efficiency, too much ease may lead to complacency or even fear. Introducing friction—whether through verification steps, user confirmation, or prompts for user input—encourages reflection, critical thinking, and engagement.

The Betty Crocker egg story reminds us that friction isn’t inherently negative; it can encourage deeper engagement and brand loyalty. Brands that balance ease and engagement ensure their experiences remain personal and rewarding while mitigating the risks associated with over-reliance on automated systems.

As you consider your brand and the experiences it enables, where can you “add an egg?”