If you're selling products, activation is EVERYTHING.
You can't build a business on people who buy your product and don't use it.
Activation leads to:
- positive outcomes for your users
- word of mouth, reviews, case studies
- repeat customers, upgrades, expansion revenue
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For example, my buddy has a skateboard shop. It doesn't help him if he sells someone a skateboard, and they go home and put it in their closet. For him to have a healthy business long-term, he needs the customer to use the skateboard, and keep using it!
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Getting the sale isn't enough.
Your product needs usage to succeed.
- "I ordered the book, but never read it."
- "I bought this app, but I never logged in."
- "I backed it on Kickstarter, but it just sat in its box."
- "I got the upgrade, but I kept using the old version."