When buyers get frustrated, they’re already half gone.

It doesn’t matter how advanced or helpful your product is if the path to “yes” feels tedious.

Frustration kills decisions faster than competition does.

Think about checkout lines.

If you know there’ll be a long one at the grocery store, you won’t go in for bananas.

Shoppers abandon carts not because they dislike what’s inside, but because the process itself is friction.

Or think of apps.

Users don’t delete them because of missing features. They do it because it’s harder to stay than to leave.

The win comes from removing frustration.

Clear value, simple use, effortless purchase. That’s when the buyer’s brain shifts from “SHOULD I?” to “well, of course.”

Your job isn’t to outshine everyone else on paper.

It’s to make choosing you the path of least resistance.

Well, of course…

So, what will YOU change to reduce the most friction?

Want to make your product irresistible? That’s what we do as go-to-market roadmap consultants at Graphos Product, helping innovators cut through buyer hesitation and make their product the obvious choice.