Anthony Pierri

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The biggest lie in B2B marketing is that your product needs to be "easy to use."

Everyone is out here trying to build the "cleanest" UI and the "simplest" onboarding flow.

They want to remove every single friction point until the user doesn't even have to think.

But for high-value enterprise software?

Friction is actually your friend.

Think about it.

When a tool is "too easy," it feels disposable. It feels like a toy.

But when a tool requires a bit of a learning curve—when it requires you to set up a specific workflow or learn a new "language" within the app—it creates investment.

It makes the user feel like they are gaining a new skill.

(This is why people are so obsessed with Excel. It's not because it's easy. It's because they've mastered it.)

If your marketing only talks about "simplicity," you are competing on price and convenience.

But if you talk about "mastery" and "power," you are competing on value.

Stop trying to make your tech invisible.

Start making your users feel like experts for using it.

Otherwise, you're just another commodity in a crowded bucket.

And guess what?

Commodities get replaced the moment a cheaper version comes along.

(If you want to see how we're thinking about this at Fletch, check out our latest teardown below.)

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