Business By Hormozi #290: The Secret to Value: How Value is What’s Left After You Remove All Friction
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The Complexity of Value
For years, Emma struggled with pricing her products. She had a quality product, and she knew it had value, but she couldn't quite figure out how to convey that value to her customers. It seemed like there was always something standing in the way. Whenever she tried to sell, there was a barrier—something that made her product feel less accessible or harder to understand.
She would get frustrated. She knew her product was great, but something was missing. What was it? Why did people hesitate to buy? It was only after a candid conversation with a business advisor, Dave, that Emma started to see the problem.
“Emma,” Dave said, “Value is what’s left after you remove all friction. All of those barriers, doubts, and obstacles you’re putting in the way are what's making your product feel like it’s not worth the price.”
What is Friction?
Emma was taken aback. Friction? She didn’t think of her product that way. Friction was the resistance that customers experienced when interacting with her brand or purchasing process. It could come in many forms: complicated ordering systems, unclear product descriptions, poor customer service, or even a lack of social proof.
Dave continued, “Think of it this way: when someone encounters friction, they feel uncertain, confused, or uncomfortable. That uncertainty chips away at the perceived value of your product. But when you eliminate friction—when everything is easy, clear, and straightforward—what remains is pure value.”
How to Remove Friction
Determined to understand the concept of friction better, Emma took a step back and analyzed her business from the customer's point of view. What were the obstacles that potential buyers faced when interacting with her products?
Complex Ordering Process: Emma’s website was cluttered with too many choices, confusing navigation, and a complicated checkout process.
Lack of Clarity in Communication: Her product descriptions were long-winded and unclear. Customers weren’t sure exactly what they were getting.
Slow Customer Support: Customers often had to wait too long to get answers to their questions, leaving them frustrated and unsure about purchasing.
Each of these friction points was preventing customers from experiencing the full value of her product.
Emma started making changes immediately. She simplified her website layout, streamlined the checkout process, and made sure the product descriptions were crystal clear and easy to read. She also set up a dedicated support team to respond to customer inquiries quickly.
The Results of Removing Friction
It didn’t take long for Emma to notice the difference. As the friction melted away, her customers started to engage more with her brand. Sales began to increase steadily. Customers appreciated the ease of navigating her website, the clarity of her product information, and the promptness of the support team.
Most importantly, Emma noticed that customers were no longer questioning the value of her product. The clearer and more frictionless the experience became, the more value customers saw in her offering. They no longer hesitated to make a purchase.
The friction had been replaced by trust and confidence, and with that, the value of her product was crystal clear.
The Moral of the Story
Emma’s business success had been hiding behind unnecessary friction. Once she removed those obstacles, she allowed the inherent value of her product to shine through. When there’s no friction to get in the way, what’s left is pure value—clear, evident, and undeniable.
Moral: "Value is what’s left after you remove all friction."
