Highlight friction

Not all friction deserves equal prominence in your story. Highlight friction that significantly impacts customer success or business metrics. Minor annoyances might accumulate, but focus on friction that causes abandonment, drives support costs, or damages brand perception. These breaking points anchor your narrative.

Distinguish between friction types:

• Capability gaps (can't do something)
• Cognitive load (too complex)
• Emotional barriers (fear, mistrust)

Each requires different framing. Capability gaps need functional solutions. Cognitive friction suggests simplification. Emotional barriers might connect to deeper insights about customer beliefs.

Quantify friction impact to justify prominence. Show what each friction point costs in lost customers, support tickets, or negative reviews. Connect individual friction to cascading effects. One confusing step might trigger multiple support contacts, negative reviews, and lost referrals. This total impact determines story placement.