Activation & Retention Levers

Summary

Activation is getting a user to their first real value moment quickly; retention is getting them to come back repeatedly — different levers move each, and confusing the two wastes effort.

• 1Define the 'activation moment' for a product you use, specifically and concretely.
• 2List 3 levers that would plausibly improve activation, and 3 that would improve retention.
• 3Learn why acquisition-focused teams often under-invest in these two areas.