Adam Fishman

Most people come to your product with an emotional frame, not a logical one. Don't appeal to their rational brain first. Understand the emotional challenge they're trying to solve — and only then can you move to features and benefits.

If you do onboarding right, conversion might actually decrease slightly — and that's okay. You're weeding out people who were never right for your product and would've churned anyway. The bigger payoff is in retention, not conversion.

Onboarding is the only part of your product experience that 100% of people are ever going to touch. It's the first chance a customer has to be really excited or really disappointed in what they thought they were getting. Don't mess that up.

Companies with sound financials and fiscal discipline aren't all over LinkedIn right now — because they're not laying people off. The absence of a layoff hashtag is actually a signal worth paying attention to.