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Product adoption is commonly evaluated through measures such as adoption rate, active users, feature utilization, retention and usage frequency. These measures provide important information about the extent of adoption, but they often obscure a critical dimension of the adoption problem: how long it takes users or organizations to move from initial exposure to sustained adoption. This paper introduces Time to Adoption (TTA) as a practitioner-oriented construct for examining the temporal dimension of product adoption. The paper argues that adoption should not be treated solely as a binary or percentage-based outcome. Two products may achieve identical adoption rates while imposing substantially different periods of learning, implementation, behavioural change and organizational adjustment. Consequently, adoption rate alone may conceal meaningful differences in customer experience, implementation effort, time-to-value and commercial risk. Building on established perspectives including Diffusion of Innovations, technology acceptance research and information-systems success research, this paper proposes a conceptual adoption journey consisting of six stages: Awareness, Understanding, First Use, Successful Use, Repeated Use and Sustained Adoption. Time to Adoption is conceptualized as the elapsed time required for a defined user population to progress from an agreed starting point to a predefined state of sustained, value-generating usage. The paper further proposes an Adoption Friction Framework consisting of five major friction domains: perceived value friction, product friction, workflow friction, implementation friction and organizational friction. These domains provide practitioners with a diagnostic approach for explaining why adoption takes longer than expected. The paper concludes by proposing a measurement framework, management dashboard and set of research propositions for future empirical validation. The central proposition is that reducing Time to Adoption may represent a distinct source of competitive advantage because faster adoption compresses the period between product introduction and realized value while reducing the opportunity for workarounds, resistance and disengagement to become embedded in customer behaviour.