Just as removing friction aids in doing the activity more often, adding friction can aid to remove the bad habit, by making it difficult or cumbersome to do so.

Example: Cigarette smoking declined due to adding taxes, banning in public places and removing from vending machines.

Companies make us habitual. Companies like Facebook, Netflix, and Uber spend millions on R&D of better tools to minimize friction, to get people to use their services more and more and form a habit.

McDonald's, for example, uses brain science to create habits by:

• Asking 'Would you like some fries with that?'
• Keeping the restaurants' look and the food taste/color standardized to trigger habitual eating patterns.
• The salt and sugar in the food are making the brain feel good and happy, creating a sort of addiction.

Toothpaste companies heavily advertise scary messages of tooth decay (a cue) ensuring people buy their product.

The taste was designed to produce a certain tingle in the mouth, a fresh, irritant taste that provided a 'reward'.

A strategy to break away from a habitual activity is to:

• Recognize your dependency
• Acknowledge how the bad habit affects your life
• Control the Cues to minimize triggers.