Understand Your Buyer > How People Work > The Path of Least Resistance

What is it?

The path of Least Resistance is the natural tendency for people to take the easiest option / most direct route to their destination or to solve their needs.

Why does it work?

If we recognise that our potential clients are seeking the easiest, fastest solution we can tailor what we do accordingly, removing blockers and unnecessary elements. Companies such as McDonalds and Amazon base their entire model on a systemised process focussed on being as easy to deal with as possible.

How can you use it?

Adopting your client’s perspective, how would you want your product or service to operate? Ask yourself: What would make you easier to deal with? How could you work faster or more efficiently?

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