Friedman’s work is an invitation to seeing and considering topics with fresh eyes. In this way he addressed many audiences on congresses and universities. He likes to involve people in his thinking and come to a dialogue. Often he uses little jokes, many times expressed by his dog Balkis. He feels Balkis has a knowledge of life that exceeds his (and our) thinking by far and is entitled to be baffled by our inconsistencies and to comment accordingly.
Friedman sought to bring complex themes within grasp, by using drawings that can be understood at first glance, and unfolds the consequences of his thinking step by step by introducing the complexity of the subject. He intended to give ideas for others to use freely, without keeping anyone in check to reach any other goal than their own. With Balkis Productions he produced a series of filmed slideshows together with the filmmaker Jean-Baptiste Decavèle.