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  "note": "CEO of [Equals](https://equals.com) shares their company journey trying a freemium go-to-market.\n\n> In all of our pursuit of getting people into the product, the thing we forgot is that the goal of onboarding is not for people to complete onboarding. It’s not to just get people into the product. **The goal of onboarding is for people to get their first moments of value from your product.** To get “activated.” And removing friction is actually detached from this goal.\n\nGood reminder that you need to contextualize your onboarding experience for your product and your customers.",
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