Build onboarding as a six-step pitch that ends on what users lose today

1) Human problem: study it deeply for months (she re-listened to the podcast The Dream) and know when in the day users feel it; usually already pitched in the ad, so onboarding doesn't open with it. 2) Product promise: a bold, curious first screen. 3) Key: something only you know ('sedentary stress' - you already have 192 minutes of it today, from their real data). 4) Mechanism: how the app uses the key (real-time view of when stress builds and when you relieve it; 'you're only relieving ~20% of it'). 5) Proof scattered throughout: their own data, 5-star reviews, millions of users, journal publications, university partnerships (a trust screen right before the 'science' section). 6) FOMO: what bad thing happens today if they don't pay. The whole story arc mattered more than polishing copy on each screen.

Came out of repeated failed onboardings; the version built on this arc succeeded. The FOMO ending was the part she kept failing at.