Start with the Aha Moment, Not the Top
Inspired by Hila Qu episode
Hila Qu's PLG insight: When adding product-led growth, focus first on activation—getting users to value quickly—rather than acquisition.
When Hila audits PLG funnels, activation is almost always the biggest opportunity. Because historically, nobody optimized for it. Everyone obsessed over getting people in the door while completely ignoring what happens after they arrive.
This is also why toddlers hate puzzles. They don't care about your developmental vision. They care about right now. Can they make the thing work? If the first three seconds are confusing and frustrating, they're gone. They'll go dump out the toy bin instead.
Your product is the same. Someone showed up. They're already here. Stop running ads and give them sample data, templates, a warm start—anything to shortcut the "what am I supposed to do now" panic.
Activation is usually the best place to start when you don't know where to start. Forget the 18-year plan. Can they brush their teeth today without throwing the toothbrush in the toilet? Start there.
