Chidozie ChimaA few weeks ago, I worked on a website for a client who had one simple goal: capture leads as fast as possible. They didn’t care about custom design, branding, or even making the site “look good.” They just wanted a quick, functional landing page with a form, some text, and a call-to-action. That’s it.
Now, as someone who values quality—who obsesses over pixel-perfect layouts, smooth animations, and a great user experience—this approach felt… wrong. It went against every instinct I had. Why settle for “good enough” when you could make something amazing? But here’s the thing: they didn’t care.
And you know what? It worked.
The site went up fast, started collecting leads immediately, and the client was happy. Meanwhile, I had to sit there and swallow the truth I already knew but didn’t want to admit: people don’t always want the best product. They want the easiest one.
Convenience Wins. Every. Single. Time.
You could create the best product in the world—flawless design, premium materials, top-tier functionality—but if it’s hard to access, overly complicated, or slow? People will go somewhere else.
This is a reality that too many business owners and creatives refuse to accept. We like to believe that quality always wins, that people will recognise superior craftsmanship, attention to detail, and effort. But the truth? Convenience beats quality almost every single time.
Look around, it’s already happening.
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Fast food chains outsell gourmet restaurants not because they’re better but because they’re everywhere and require zero effort.
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Amazon dominates retail, not because it sells the best products but because you can buy anything with one click and have it at your door tomorrow.
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Canva is used by thousands of businesses, even though Photoshop is more powerful, simply because it’s easier.
Your Customers Are Lazy (And That’s Not an Insult)
People value their time more than anything else. They don’t want to struggle. They don’t want to think too hard. They want the path of least resistance.
And if your business isn’t offering that? Someone else will.
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If your website is slow and clunky, they’ll bounce before your high-quality images even load.
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If your checkout process has too many steps, they’ll abandon the cart.
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If your service requires too much back-and-forth, they’ll hire the competitor who just gets it done.
What This Means for You
If you want people to choose your product, make it effortless to use. If you want people to hire you, remove the friction.
Here’s how:
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Simplify the experience. Remove unnecessary steps, automate where you can, and make navigation idiot-proof.
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Speed matters more than you think. No one is waiting around for your website to load, your email response, or your onboarding process. The faster, the better.
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Make it obvious what to do next. Whether it’s a website, service, or product—if people have to think too hard about how to proceed, they won’t.
Yes, quality still matters. But quality without convenience is a wasted effort.
The lesson? Make it easy first. Make it better second.