You may not have a strategy problem.
You may have a behaviour problem.
Customers hesitate. Employees freeze.
Change slows. Growth underperforms.
Investments underdeliver.
The hidden cause is often resistance between intent and action.
Terragni helps organisations remove that resistance
and unlock measurable results.
120CR
REVENUE UNLOCKED
50CR
AVOIDABLE COST REMOVED
THE HIDDEN DRAG
Most businesses look to strategy, structure, or process.
Often, the real barrier is human behaviour.
- Confusion delays decisions.
- Habit defeats change.
- Distrust stalls commitment.
- Too much choice creates inertia.
- Weak incentives dilute action.
- Status risk blocks adoption.
Small barriers. Large consequences.
We call this behavioural friction.
WHAT IS BEHAVIOURAL FRICTION?
Behavioural friction is the unseen resistance between knowing what to do and doing it.
It can be:
Cognitive — complexity, ambiguity, overload
Emotional — fear, regret, distrust
Social — norms, politics, status risk
Identity-based — “this is not for people like me”
Habitual — old routines overpowering new intent
Motivational — weak relevance or reward
Operational — effort, delay, unnecessary steps
plus
Physical and Temporal (Time) Friction
Most firms see the symptoms.
Few solve the cause.
WHAT TERRAGNI DOES
We identify behavioural friction where it matters most:
Customer acquisition, retention,
and service journeys
Employee adoption and
performance systems
Change and transformation programmes
Sale and decision moments