Play rain sounds the moment the app opens, and in 15-second ads

David Barnard… find a way to manufacture these aha moments, this confidence, this excitement for the product so that they get to that paywall at a state where they're willing to start that free trial to then actually get to experience the product. And so for a freemium product, maybe being able to get to that aha moment quicker and then have the confidence that you're going to monetize them in the long run once they've had that experience is one way to think

Ravi MehtaAbout it. And then you could create value for people before they've monetized. I think comms a really good example. As soon as you open that app, you start to hear rain sounds right, and so their promises were going to make you more calm, and they do that before you've done anything on intake. In fact, even their commercials do that. They have those calm commercials where they just did a timer of 15 seconds of rain sounds, and so they're delivering the value that the product promises from the very first touchpoint with the product. And if you're doing that during the onboarding, if you're creating value for people, you're onboarding could be as long as you want. It can be 90 screens long, as long as you are creating the value promise for the user that they want to get from your app, and then at that point they're ready, they're happy to pay, like it's already creating a lot for me. If on the other hand, your onboarding is, it's like a IRS form, it's like name, rank, serial number, and you're just asking for information, it's not even really clear why you need the information. At some point a person is going …

David BarnardOne of the things you talk a lot about are frameworks and mental models. Why? What's the value in frameworks and mental models and how do you even define those?