There's an oddly satisfying moment when you finally name a frustration you've carried for years. That instant when you realize others share your daily technological friction points—the three extra clicks that shouldn't be necessary, the information that never seems to be where you need it, the modal that opens a modal that opens another modal that...
At PSV, we've learned to listen for these moments of shared recognition. They're not just complaints; they're signals pointing toward unexplored opportunities. According to The State of the Global Workplace, professionals spend an average of 37 minutes daily navigating what they call "micro-friction points"—small but persistent obstacles that interrupt their natural flow.
"Innovation often hides in plain sight," observes productivity researcher Cal Newport, "masked by our assumption that daily frustrations are simply the cost of doing business."
This observation cuts to the heart of PSV's approach: the most meaningful technological advances often come from addressing the problems we've learned to ignore. It's the salve for the tenth papercut of the day.
We're not interested in creating solutions in search of problems. Instead, we look for those universal yet unaddressed pain points—the modern equivalent of trying to identify a song playing in a café before Shazam existed (still use Shazam a few times a week). These aren't glamorous challenges, but their solutions can transform how we work. And we're on the road to find out.
