Commercial Friction Map

Why the model exists

Funnels hide the work between stages and assign loss to the function that reports it. The map follows value, information, authority and customer effort across the entire commercial system.

Dimensions it makes visible

The dimensions create shared language without reducing the decision to a formula.

• ✓ Value friction: margin or willingness-to-pay leakage
• ✓ Flow friction: delay, rework and waiting
• ✓ Decision friction: unclear rights or thresholds
• ✓ Experience friction: effort transferred to the customer

Questions for using it

The model begins with questions that expose assumptions and boundaries.

• ✓ Where is information recreated?
• ✓ Which exception has become the normal process?
• ✓ Where does a local metric transfer cost downstream?
• ✓ Which promise lacks an operating owner?

Where it creates value

Use the map before reorganizing teams, buying platforms or adding pipeline. It identifies the smallest connected set of interventions that can restore productive flow.

Evidence that it is working

These signals show that the model changed the decision, not only the conversation.

• ✓ Lower rework and exception volume
• ✓ Shorter time between customer intent and decision
• ✓ Margin and service improvements in the same flow