Last week I had the pleasure of spending the day with Formula E. These guys have been seriously busy – a new partnership with Disney+, the unveiling of GEN4 and some pretty massive plans for Season 13. We dived deep into the neuroscience behind high quality decision-making as they get ready for their most explosive season yet.
There’s nothing quite like a room filled with people ready to make things happen. I’m now booking events in 2027 – if you’d like me to come and speak at your organisation, reply to this email.
Now let’s get to this week’s article…
Friends Without Benefits
The only way into the party is to show the bouncer you’ve downloaded the app.
It’s 2012, and a dating app with almost no users is about to find several hundred of them in a single night.
Within a few years Tinder’s racking up billions of swipes a day, and meeting a stranger’s gone from an awkward evening of hovering by the bar to something that fits perfectly into the gap between typing out two WhatsApp messages.
And every year, it gets that little bit smoother.
Signing up is cut to a couple of minutes, loading times shrink, profiles open instantly and matches appear with just a single swipe. By 2024, the next big update is about to go live.
Tinder’s launching a running club.
People have to put on clothes, commute across London and jog around a park for an hour talking to strangers they haven’t already pre-screened from a sofa somewhere.
It sells out in under 24 hours.
After more than a decade spent stripping away the friction from meeting other humans, the world’s biggest dating app starts putting it back.
Poor Connection
For most of human history, communicating with someone you weren’t next to was difficult – it involved handwritten letters, long journeys, and a whole lot of effort from both parties. Over the last few decades, the modern world got busy engineering every inconvenience out of this process; it’s now possible to reach almost anyone in your contact list immediately with a few taps on a screen.
So why do so many people feel so lonely?
The brain is designed for depth, not reach. It can only hold a limited number of meaningful relationships at once, and it’s always built them slowly, face to face, one inconvenient afternoon at a time.
It takes roughly a hundred hours of time with someone to build a friendship.
No matter what Silicon Valley puts in the pitch deck, there’s only so much a heart eyes emoji’s going to achieve on Instagram.
Effort Is Evidence
Nobody remembers who liked their engagement announcement.
They remember who drove three hours to the party, who sat with them in A&E at 2am, and who turned up on moving day with a borrowed van and a big roll of bin bags.
There’s a reason for this – deep in the frontal lobes, the brain keeps a running tally of how much things cost. Words are cheap, so it uses effort as a lie detector; anyone can say they care, but very few people will cross a city on a wet Sunday to prove it.
For hundreds of thousands of years, effort has been one of the brain’s most reliable signals about who really matters.
Which means that when it comes to building strong relationships, friction isn’t a design flaw.
It’s part of the point.
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