Fast time-to-value
A new user needs to reach the first real payoff in a single session, ideally in minutes.
Evaluation path must sustain intent
Individual user value
A lone user needs to get something meaningful before they invite colleagues or request budget.
Solo value creation, not just free entry
Self-serve onboarding
The product must be understandable and usable without a demo call or CSM intervention.
Operable self-serve, not just discoverable
Buyer-user alignment
The person using the product needs purchasing authority or a credible path to upgrade.
Utility does not equal purchasing power
Natural upgrade triggers
The product needs a built-in moment where paying becomes the obvious next step.
Product economics, not persuasion