Turn the bottleneck into a moment of delight.

If your product must do something then don’t be shy about it. Make a feature out of it. Make the constraint the point of it all.

Friction cannot be dropped to 0.
Instantaneous everything is impossible (for now?).

Instead of trying to hide, downplay, or ignore negatives in your product. How can you add a layer of fun or weird or reflection or absurdity to both acknowledge the friction moment and transform it into something the customer remembers for a positive reason?

via Matt Webb