By Robert L. Moore, MD, MPH, MBA, Chief Medical Officer
“Leaders should be ‘trustees of how people spend their time’ and ensure efforts aren’t ‘spread thin like peanut butter on a slice of bread,’ but concentrated on impactful work.”
– Robert Sutton & Hayagreeva Rao, Professors, Stanford Graduate School of Business
What are the leadership practices that make large organizations and government bureaucracies most effective?
This is a central question I have considered as Partnership has grown from a small health plan covering fewer than 100,000 members in one county to a large organization that covers about 900,000 members in 24 counties. During this time, I have also had a front-row seat for viewing how the state and county government institutions sometimes seem to operate at a crawl while at other times a sprint.
Business schools in the United States (and particularly in California) spend a lot of time and energy on teaching the entrepreneurial process, which has arguably been a key contributor to American economic power. Conversely, business schools in other countries tend to spend more time on teaching operations, people management, and labor relations. Some aphorisms reflecting this U.S. focus on moving fast are: “Ready, aim, fire,” a mantra of startups, and “Go for it,” which encourages pursuit of a goal without hesitation or planning. This philosophy has spread to the California state government, flooding several unproven ideas written into legislation and policy in the past five years, with the hope that the good intentions behind these initiatives will be sufficient to make them work.
The balance between speed and deliberation is something you confront in medical offices and health centers. Leaders are frequently asked to weigh how much analysis to do before beginning a new initiative, such as whether or not to run a pilot or small test of change first and how much to focus on stabilizing current systems versus building something new. On the opposite side of the spectrum, humans tend not to think about what can be subtracted to make things work better; our mindsets and social and workplace rewards are based on pushing a new initiative forward.
With these leadership time-sinks weighing down many of us in the health care sector, I was pleasantly surprised to hear about a new way of framing these tradeoffs. In their book titled The Friction Project: How Smart Leaders Make the Right Things Easier and the Wrong Things Harder, Stanford business professors, Robert (Bob) Sutton and Hayagreeva (Huggy) Rao, address both the problems caused by too much friction, causing inefficiency and delays, as well as too little friction, causing precipitous decisions with adverse consequences. The role of the leader is to learn how to address both!
Seven years in the making, the book is filled with case studies, stories, and examples drawn from organizations in the past five to 10 years, integrated with key learnings from behavioral economics and psychology from the preceding 30 years. The storytelling is compelling, and the messages are not overly complex. They encourage us as leaders to become “friction fixers:” adding or subtracting friction, as well as speeding up or slowing down, depending on what the situation calls for.
In an example of reducing friction, Michigan Social Services reduced the 42-page application for food stamps and Medicaid (just about impossible to decipher and fill out accurately) to just eight pages. In an example of increasing friction, Google sped up its hiring process by requiring only four interviews per candidate to reach an 86% confidence level in a hiring decision; any additional interviews need executive approval. The authors dissect the friction framework further, discussing barriers to friction fixing including “jargon monoxide” (asphyxiation from unintelligible jargon), “addition sickness” (never considering subtraction of processes to fix problems), and “power poisoning” (senior leaders exerting their will without input from their team).
The principle of aiming for an optimal amount of friction has many implications at Partnership, ranging from program design to prior authorization requirements, to structuring pay-for-performance programs to be most effective. One example is the application that is part of our grant-making process. The application should be as short and clear as possible, with each question reflecting either key information needed to evaluate the organization and grant proposal or to track / categorize the grant after it is awarded. The decision of which procedures to assign prior authorization requirements is another example of balancing friction in terms of staff time and system complexity, with the cost of the procedure and the staff cost for performing these reviews.
It is also a framework that may help you achieve balance in your work leading clinicians and health centers. For example, in attempting to get universal depression screening, you will consider how to do this while minimizing friction to clinicians, by having the screening be automated, or having medical assistants trained to do the screening.
Sutton and Rao’s work in formulating their framework was influenced by two other books with intriguing titles, likely to offer additional insights:
- Sludge: What Stops Us from Getting Things Done and What to do About It by Cass Sunstein, based on his work in taming the federal bureaucracy in the Obama presidency.
- Subtract: The Untapped Science of Less by Leidy Koltz, about harnessing the power of removing processes, people, etc. to solve business and personal problems.
Considering friction as a continuous variable of policy implementation is helpful to create mental flexibility, considering novel policy approaches and not prematurely locking-in on a particular approach as being the “best” approach. I encourage you to consider the principles of the Friction Project and work to become a “friction fixer” in your own environment!


y change and implement local initiatives to meet the maternity care needs of rural communities. The stakeholders include: