Do you know how I stopped getting protesters to my event at universities? I held them in the morning. — Jordan B. Peterson

Do you know how I stopped getting protesters to my event at universities? I held them in the morning.

Author: Jordan B. Peterson

Insight: There's something darkly funny about this, but also genuinely revealing about how we behave. The point isn't really about protesters—it's about friction and convenience. Outrage takes energy. Organizing takes coordination. When you remove the friction, the performance often dissolves. This applies way beyond university events. Think about how many of your own complaints or grievances require you to actually get up and act on them. We're much more likely to stay angry about something abstract than to show up for it. The people who care most intensely are often the ones willing to bear that cost. When you raise the cost—say, by scheduling early—you're essentially filtering for people whose commitment goes deeper than just feeling strongly in the moment. The trickier insight here is that this works for everything. Want fewer thoughtless comments on your social media? Make replies harder. Want deeper conversations? Meet in person instead of texting. The medium, the timing, the barrier to entry—these shape not just who shows up, but what kind of showing up happens. Sometimes what looks like low interest is just low convenience. Other times, it's revealing exactly how deep the commitment actually goes.