Friction before solution

A friction statement lets the team describe the same piece of current work before discussing a remedy. Use it for each candidate you discover through the map. Begin with an event you can recognize, explain what people do in response, and connect that behavior to an observable consequence.

When [trigger occurs], [people] must [current behavior], which causes [observable consequence]. We believe this costs [range or proxy], and we will verify that before proposing a solution.

“We need an AI assistant for sales” skips most of that thinking. Compare it with this:

When a qualified inquiry arrives, account executives spend between two and six hours finding prior examples and adapting them into a response. The delay is visible in response time, labor, and inconsistent quality. We need to verify frequency, effort, and effect on conversion.

The second statement gives us something to observe and leaves the solution open. Once you've written it, test the description with the people doing the work and record what still needs checking.