Most Aussie brick-and-mortar businesses are playing the wrong game. They think they sell products. They don’t. They sell: • Speed• Certainty• Convenience That’s it. Look at Bunnings. Same products = cheaper online - People still drive 30 mins to go there Why? Because it’s easy. Predictable. Fast. 👉 The real lesson: Stop competing on price. Start charging for removing friction. What to fix: •Make it faster (service, checkout, access) • Make it certain (stock, pricing, guarantees) • Make it easier (bundles, delivery, done-for-you) If customers can get it cheaper online and still choose you… You’ve won. Question: What friction are your customers putting up with right now?