The Path of Least Resistance

Make your brand a reflex, but keep your sales relationship a resource

The goal for a brand is to be the path of least resistance. Consumers don’t buy because a product is “good to think about.” They buy because it’s easy to feel about.

A great brand demands zero cognitive load.

It “feels right” long before it “makes sense.” If a customer has to solve a puzzle to love you, you’ve already lost.

However, for sales reps, the path of least resistance—competing on low price or generic features—is a trap.

Selling the “easy way” minimizes your relationship to a mere transaction. It’s a race to the bottom where you are easily replaced by a portal or a cheaper competitor.

To build enduring value, a rep must provide the meaningful resistance: the insights, the troubleshooting, and the "caring" that a brand’s cognitive ease cannot provide.