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The Iceberg Theory of User Feedback

by Janet Choi | Reading time: about 8 minutes

There’s valuable feedback about your product and your business hidden beneath the surface.

Above the water sits the easily visible feedback: metrics you’re collecting in analytics tools, NPS survey responses, customer complaints, angry Twitter rants...

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Onboard Users to Success by Preparing Them for Liftoff

Reading time: about 6 minutes

Happy families are all alike; every unhappy family is unhappy in its own way.

That’s the first line of Leo Tolstoy’s novel Anna Karenina, but it’s also the basis of an influential concept that’s come to be known to mathematicians and startup entrepreneurs...

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The Cost of Keeping Your Customers

Reading time: about 5 minutes

Acquiring customers is addictive. Launching a Facebook ad, sending a targeted email promotion, hosting a webinar, and then witnessing your customer count go up feels really good. There’s that quick dopamine burst validating the effort put into your...

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