Are your product & marketing teams creating resonance or dissonance?
When building products, one of our main goals is to make new users successful as quickly as possible. We build in-depth, contextual onboarding campaigns, complete with great first-run experiences, lifecycle emails, contextual tooltips, and the kitchen sink. We try to remove friction everywhere we can to ensure users see the value of our product right away, with hopes that it turns them into a highly engaged user.
But what if the user thought they were buying a motorcycle, but your product is actually a bicycle? Or even worse, your product is actually a bulldozer?