Recent integrative approaches suggest that physics cannot be adequately characterized by magnitude-based distinctions alone, such as those implied by Big-P, little-p, and mini-p physics. While these categories capture differences in scope and historical impact, they fail to address the heterogeneity of physical activity itself. To remedy this, I propose the Five Fs of physics: force, friction, flux, formulation, and foundational structure.
Meg's bank charges a $15 monthly fee unless she makes 5 debit card transactions a month. She prefers to use her credit card for rewards, not her debit card. Once a month, when her local supermarket isn't busy, she buys 5 bananas in 5 individual transactions at self-checkout. She doesn't make the rules but she makes the rules work for her.
Imagine there's a large, flat sheet of ice out in front of you, and someone unceremoniously shoves you across it at a high speed. What are you to do? If you're wearing conventional shoes, without crampons or blades attached to them, you're going to have a difficult time. Ice is a very low-friction surface, and there's very little you're going to be able to do to change your momentum without slipping and perhaps falling down.
A better life means different things to different people. For one person, a better life might mean better relationships, better emotional well-being, or better physical health. For another, the same idea may instead conjure a desire for better finances or a better work-life balance. Despite these different visions, however, there is a unifying quality about a better life that most of us share: we all want one.
Maybe you were at a coffee shop and when your turn came, you opened your payment app, tapped your phone on the payment device, grabbed your cappuccino, and were done. Quick and easy. Maybe too quick and easy. Did the coffee shop miss a chance to engage with you? Did Mastercard miss an opportunity to show how their brand made this "priceless" moment possible? Did you miss an opportunity to teach your 8-year-old daughter a lesson on the value of money?
Every tap, swipe, or scroll presents an opportunity - or a risk. Mobile friction is an obstacle that stops a seamless experience. Friction disrupts a user's journey and can lead to lost business opportunities.
