26th July 2026

The opportunity-friction paradox: why ‘where to go’ isn’t the same as ‘how to execute’

Across APAC, executives agree on which markets are worth pursuing. What divides them is the operational reality of actually getting there. New data from the Vistra Friction Index reveals a persistent paradox: the markets everyone wants are often the ones hardest to enter. The question isn’t whether to expand — it’s whether your organisation is built for where you’re going.