You didn't start a business
to copy and paste.
You started it to build something. Somewhere along the way, the busywork moved in and never paid rent.
We believe your hours belong to the work only you can do.
Everything else is friction.
The retyping. The chasing. The "where did I save that?" None of it needs you. It just never got told.
From friction list
to frictionless.
- Invoices chased by hand, every week
- Same client details, typed into three systems
- Sunday nights lost to the schedule
It starts with a conversation — about 30 minutes, with our AI interviewer.
It asks about your week, digs into the details, and never gets bored of follow-up
questions. What comes out is your friction list: the tasks quietly
eating your hours.
Then, one line at a time — we cross it out.
The Audit.
One conversation in. A costed, prioritized plan out — built to save you at least 10 hours a month, and walked through with you by a human.
Your Friction List
The friction points our AI interview uncovers in your business, documented — with the hours and dollars each one is quietly costing you every month. Most owners have never seen this number. It stings, in a useful way.
A fix for each one
Every item on the list gets a specific solution: the tool, automation, or process change that removes it — with real costs and setup time, not vague suggestions. No "consider exploring AI solutions." Actual answers.
A prioritized roadmap
Ranked by payoff versus effort, so you know exactly what to cross off first. Quick wins up top, bigger projects sequenced behind them — adding up to at least 10 reclaimable hours a month.
A human debrief
The AI does the interviewing — a person does the explaining. We don't email you a PDF and vanish. A real human walks you through every friction point and its fix: what it costs you, how the solution works, and what to do Monday morning. Ask anything. That's what the call is for.
Do the math. We'll wait.
And that assumes you spend those hours doing absolutely nothing.
Spend them on sales calls instead, and the number gets a little silly.
The audit is $1,000. Once. You'd take that trade every day
of the week — and soon, you'll actually have the hours to.
Find 10 hours,
or pay nothing.
If your audit doesn't identify at least 10 reclaimable hours per month across your business, you get every dollar back. No forms. No hoops. No friction.
(You see what we did there.)
We can offer this because we've never once audited a business that didn't have the hours. Yours has them too. They're just wearing a disguise called "that's how we've always done it."
The report is the map.
Where you go with it is up to you.
Most clients implement the quick wins themselves — the report is built for that. When businesses want more, there are three ways forward. Zero pressure: the Friction List is complete and yours either way.
Do it yourself
Follow the 4-Day Quick Win Plan and implement the off-the-shelf tools on your own. Everything you need is in the report, written for non-technical owners. Many clients never need anything more — and that's a success, not a lost sale.
We build it for you
Some friction can't be fixed with off-the-shelf software — it needs a tool built around how your business works. Custom assistants, connected systems, automation that fits your exact workflow. Fixed scope, fixed price, agreed before we start.
Fractional AI Officer
Big companies have executives whose whole job is putting AI to work. Now you do too — for a fraction of the cost. Ongoing strategy, implementation, and a standing expert in your corner as the technology (and your business) evolves.
Operators, not gurus.
Dan Sussman
Dan spent his career inside one of the world's largest multinationals, leading AI projects at a scale most consultants only write newsletters about — including a run as chief of staff for a $500M business unit. He's watched enterprises pay millions to learn what works. He started FrictionList because he believes small business owners deserve those answers without the enterprise invoice — and because, honestly, nothing makes him happier than watching someone get their time back.
Felix Steinhauser
Felix led AI strategy at Sixt, one of the world's largest mobility companies — an operational machine running on scheduling, logistics, and customer service at massive scale, where his systems handled millions of transactions. He's taken what works at enterprise level and knows how to make it work for a business of five. He's also deeply versed in data privacy and GDPR — the strictest standard in the world — so your information is treated with a level of care most consultancies couldn't spell. (It's a European thing. We've learned not to argue.)
Two operators. Decades of enterprise AI. A shared allergy to hype.
Behind us: a global network of specialists we pull in when your project calls for them — so you get exactly the expertise you need, and never pay for expertise you don't.
If something isn't worth building, we'll tell you so. We'd rather keep your trust than your money — mostly because your trust is worth more.
Questions you probably have
I'm not technical at all. Will this work for me?+
Does this work for my industry?+
Whose hours are the "10 hours"?+
Am I really talking to an AI for the interview?+
Do I need to prepare anything?+
What happens after I pay?+
How does the guarantee work?+
Will you implement the recommendations for me?+
Is my business information private?+
Your friction list already exists.
Your business is living it every week.
Thirty minutes from now, you could be halfway to having it written down — with a priced, planned fix for every item on it.