"The customer is always right." "Reduce friction in your sales process." "Be accessible to your clients."
These platitudes might work for Amazon or McDonald's. But for experts, consultants, and anyone who trades wisdom for money? They might be counterproductive.
I just spent 30 minutes reading Julian Lee's magnificent contact page—a locational astrologer who turned customer friction into a business model.
Before I explain why it's fascinating, you might want to experience it yourself. Make a cup of tea, settle in, and enjoy the ride: [Julian Lee's Contact Page]
This practitioner has built what might be the most friction-filled onboarding experience in the history of service businesses. His FAQ page reads like a manifesto written by someone who's been personally affected by every email, voicemail, and spelling error since 2003.
But here's the kicker: The current version is actually the POLITE one.
The Evolution of Boundary Setting
I dug up his 2016 page from the Wayback Machine, and it starts with this revelation: "In the past some people have been put off by the grouchy content on this page. I reviewed it and see they were right. I have deleted or changed most grouchy content here."
He TONED IT DOWN. What you're reading now is Julian after reflection.
The 2016 version included fascinating policies:
A $50 "Stumped Fee" - He charged people when he couldn't help them. "I turn down so many that it takes a bite out of my time and income."
Mid-call disconnections - "If I know I can't work with a client, I don't stay and chit chat. I'm done. Click."
The Email Exponential Decay Formula - An actual mathematical progression: "If you want me to call you back fast, just call and send no email. If you want me to take longer, send one email. If you want to get called back in maybe 2 months, send 2 emails. If you want a strong chance of never being called, send me 3 emails."
Pre-PayPal Check Protocol - "Call me and say you mailed the check, then I'll schedule you." He wouldn't wait for the check to arrive. He'd schedule based on trust that you put it in the mail. But use FedEx or UPS instead of regular mail? That would "complicate things and slow down my getting it considerably."
The Bad Listener Policy - He included an entire dramatized dialogue showing how he'd disconnect someone who made him repeat payment instructions three times. Complete with stage directions: "Me: (Finished) 'You don't listen. I can't work with you. See you later.' Click."
Anti-Nervous Client Manifesto - Multiple paragraphs about clients who call 1 minute after appointment time, featuring his policy of letting the phone ring while "tapping my fingers and waiting for it to stop."
My personal favorite? His admission that famous clients are "a special breed" who think he'll "betray them, talk about them, ruin their life." He then proceeds to explain why he considers himself "greater than" his famous clients. "There, that knocked out at least 90 percent of the potential high-maintenance, high-stress fame-clients. Phweww! What a relief."
The evolution is fascinating. He went from charging disappointed clients to merely refunding them. From hanging up mid-sentence to just being "crotchety." From a 3-strike email policy to his current "email wilderness expedition" approach.
The Economics of Intentional Friction
Here's what many business owners might not consider: Every client who doesn't align with your process costs more than time. There's mental residue. Context switching. Energy drain that affects your work with aligned clients.
Julian figured this out. So he built a moat. Not a decorative moat. A serious, "turn back now or proceed with caution" moat.
His current contact page includes:
- "I venture into the email wilderness about once a month"
- A 500-word explanation about people who can't name their actual town
- Explicit instructions to NOT spell using "Sam-Apple-Boy" format
- A declaration that 5% of clients annoy him so much he refunds them instantly
This isn't poor customer service. This is client curation through process design.
The Strategy Behind the Friction
Most businesses optimize for conversion. Lower friction, capture more leads, make it easy to buy. Julian optimized for alignment.
Consider his "no email" policy: He tells clients that each email they send puts them further back in the queue. Send three emails? You might hear back eventually.
Normal business logic says this is counterproductive. But strategic logic reveals brilliance:
- Serious clients pick up the phone - If you can't call, you might not be ready for major life decisions based on planetary positions
- He avoids email overwhelm - No inbox management, no constant interruptions
- Every interaction has immediate context - Phone calls force real-time decision making
The Uncomfortable Truth About Boundaries
Here's what Julian understands: Your boundaries communicate your brand.
When you read his page, you know EXACTLY what you're getting:
- An expert who knows his worth
- Someone who won't accommodate every preference
- A process that works one specific way
- Zero tolerance for certain behaviors
Some people read that and leave. Perfect. They likely weren't ideal clients anyway.
Others read it and think, "Finally, someone who takes this as seriously as I do." Those people pick up the phone, follow the rules, and probably get excellent results.
The Hidden Economics
Let's examine the math on Julian's approach:
Traditional Model:
- 100 inquiries → 50 emails back and forth → 20 confused clients → 10 actually proceed → 5 happy outcomes
- Time spent: 200 hours across all interactions
Julian's Model:
- 100 inquiries → 20 willing to call → 15 follow his exact process → 12 actually proceed → 11 happy outcomes
- Time spent: 40 hours of focused work
By adding friction, he potentially improved his success rate while cutting time investment significantly.
The Price of Pleasing Everyone
If you're drowning in accommodation, you might recognize these patterns:
- "Sure, text me anytime!"
- "Email works great!"
- "Let's hop on a quick call!"
- "No problem, we can be flexible!"
Six months later, burnout and resentment creep in, wondering why boundaries feel so porous.
Julian's clients respect his time because he made disrespecting it structurally difficult.
Considerations for Your Own Practice
If this resonates, here are some approaches that have worked for others:
1. Identify your biggest friction point - What client behavior creates the most disruption?
2. Design structural solutions - Not gentle suggestions. Actual process changes that redirect behavior.
3. Document everything clearly - Like Julian's detailed page, make rules impossible to miss.
4. Allow self-selection - Every client who balks at boundaries is identifying incompatibility early.
5. Own your approach - Julian doesn't say "sorry for the inconvenience." He says "this is how I work."
The Strategic Perspective
That astrologer's contact page isn't accidentally friction-filled. It's behavioral engineering. Every requirement serves a purpose: ensuring only aligned people make it through.
Your easy process might be too easy. Your open door might benefit from structure. Your default "yes" might need reconsideration.
Because the cost of misaligned clients isn't just time or money. It's the energy unavailable for clients who truly benefit from your work.
