Procrastination has become the silent competitor in modern product markets.

I have been catching myself doing this more often lately.

I shortlist a product. I am 99% convinced it is the right one.

And then I pause.

Not that it is too expensive, but because a voice whispers that a better version might show up next month.

That hesitation is not usually about the money or an unknown product.

It is avoiding future regret.

Across mid-priced physical goods, buyers are stalling at the finish line because they sense acceleration everywhere.

Faster releases.

Iterations.

Flash sales.

Quiet, surprise upgrades.

And nobody, nadie, personne, nikto, wants to feel foolish for buying one click too early.

Online purchasing amps this way up.

The return process is always wasteful and annoying.

The uncertainty feels personal.

Having to explain to yourself (or a partner) why you bought “too soon” feels gross.

For product makers, this changes the game.

Delay is now a competitor.

The strategic question is simple and a little uncomfortable

What reassurance does your product give that NOW is a safe moment to commit, even if something better appears later.

Like guarantees.

Upgrade paths.

Trade-ins.

Messaging that frames buying now as progress, success, and a relief … instead of a gamble.

Buyers are not as indecisive as we think.

They HAVE decided. On protecting their future selves.

Want to make your product irresistible? That’s what we do as product marketing consultants at Graphos Product, helping innovators turn need-driven ideas into market-ready successes.