We study an old question in combinatorial group theory which can be traced back to a conjecture of Graham from 1971. Given a group $Γ$, and some subset $S\subseteq Γ$, is it possible to permute $S$ as $s_1, s_2, \ldots, s_d$ so that the partial products $\prod_{1 \leq i \leq t} s_i$, $t\in [d]$ are all distinct? Most of the progress towards this problem has been in the case when $Γ$ is a cyclic group. We show that for any group $Γ$ and any $S \subseteq Γ$, there is a permutation of $S$ where all but a vanishing proportion of the partial products are distinct, thereby establishing the first asymptotic version of Graham's conjecture under no restrictions on $Γ$ or $S$. To do so, we explore a natural connection between Graham's problem and the following very natural question attributed to Schrijver. Given a $d$-regular graph $G$ properly edge-coloured with $d$ colours, is it always possible to find a rainbow path with $d-1$ edges? We settle this question asymptotically by showing one can find a rainbow path of length $d - o(d)$. While this has immediate applications to Graham's question for example when $Γ= \mathbb{F}_2^k$, our general result above requires a more involved result we obtain for the natural directed analogue of Schrijver's question.