Fabio Bin couldn't find anyone to travel with. So he co-founded WeRoad — a company that puts 15 strangers together on 10-day trips with no algorithm, no matching, no profiles. Just people who don't know each other, sharing rooms and roads and the kind of discomfort that turns out to be the secret ingredient for real connection.

In this episode, we talk about friction-maxxing — the growing rejection of frictionless convenience — and why half the people at Fabio's 50th birthday were strangers he met on trips.

About Fabio Bin: Co-founder and CMO of WeRoad. Effie Award winner. His recent Fortune op-ed on friction-maxxing and the IRL economy argues the next major consumer market will be built on belonging, not screens. Based in Milan.

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