In a competitive landscape, the most successful products are those that enable customers to achieve their goals with the least amount of friction. This session is a deep dive into how you can build products that accelerate your customer's journey to value. The key lies in developing a deep understanding of your customer's behavior, their definition of success, and the incentives that drive them. This session will feature practical insights from my experience building products and systems that helped sellers and customers achieve their goals fast. Using a B2B SaaS marketplace as our primary case study, we will explore how to identify and eliminate the operational friction. You will leave with an actionable framework for identifying your own business's bottlenecks and building the efficient, product-led solutions that deliver value at speed.