Great piece, Nikki!
Holly Hester-Reilly

Well you’ve certainly got good flows for existing users!

I’ve also found it helpful to have some communication channels in place with the people who aren’t using your software yet, so that you don’t paint your product into too much of a niche (unless that’s your goal). I recommend getting a user research recruitment pipeline in place so you can also be validating with those who you want to buy, but haven’t yet. Sometimes this is possible via a tool like Intercom, if you want to talk to people who’ve checked out your service but haven’t converted, or sometimes you have to get more creative, or partner with marketing.

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