---
title: "Five types of friction"
description: "Dial lead quality up by making the path harder."
canonical: https://tomsharman.com/bookshelf/100m-lost-chapters/five-types-of-friction/
updated: 2026-11-03
---

# Five types of friction

> Dial lead quality up by making the path harder.

Alex Hormozi's framework, from $100M Lost Chapters, pp. 19 to 45.

Framework 3 of 14 from [$100M Lost Chapters](https://tomsharman.com/bookshelf/100m-lost-chapters/index.md) by Alex Hormozi. Category: Lead generation.

## The steps

1. **Increased qualifications.** List who the offer is for in every ad and page.
2. **More information required.** Ask heavier questions such as a phone number or income.
3. **More steps.** Add stages so fewer, better people finish.
4. **Forced consumption.** Make prospects watch a long video before any call to action.
5. **Advertisement length.** Lengthen the ad or copy before the call to action.

## Where it comes from

From chapter: Section A: Attract, pp. 19–45

## The animation

24 seconds, 4:5, no sound.

- MP4: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/100m-lost-chapters/five-types-of-friction.mp4
- MP4, dark: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/100m-lost-chapters/five-types-of-friction-dark.mp4
- Still: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/100m-lost-chapters/five-types-of-friction.png
- Still, dark: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/100m-lost-chapters/five-types-of-friction-dark.png