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Every product I have ever managed has bled customers. The product was usually fine. The team was looking in the wrong direction.
The dashboards showed acquisition. The team celebrated sign-up spikes and ran victory laps on numbers that mean very little if nobody stays past day three. That pattern has repeated for twenty years, across companies, continents and product categories.
The leak is always between sign-up and the first real use.
"Acquisition is when you get a user on board. Activation is when you get them to use your product in a meaningful way." Ant Murphy, writing in Product Coalition
