Diogo Sousa

New users don’t sign up for your product because they are excited about learning how your UI works. They signed up because they were interested in the value that you promised to deliver.

As you build your product or service, bifurcate your approach. Remind your team that, initially, your prospective customers are lazy, vain, and selfish. Optimize for the first 15 seconds as a compartmentalized project. And then, for the customers that survive the first 15 seconds and actually come through the door, build a meaningful experience and relationship that lasts a lifetime.