Path of Least Resistance

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?



The entire Amazon website is an exercise in removing buyer resistance! But this example is another in action.  Here. we’re talking about making shoes easier and more convenient by having no laces. You don’t even need to touch them apparently. you can just slip them on. Not sure if they are for me… but an example of convenience in action as a main selling point.




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