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  • Iterating a product through some rough initial steps- the product itself might not necessarily be “there” but the right value prop and idea is an important start
  • Retention for a product designed to last years
  • “Acquiring an audience via content and then retaining them as customers”
  • Content can be a powerful tool for keeping potential customers engaged over a much longer buyer’s journey
  • Tortuga’s content needs to be tailored to a really specific, niche set of needs, which makes it great for onboarding post-purchase
  • Educating customers on the ways that products interrelate is a great tool for cross-selling
  • Using a flagship product to drive purchases of other SKUs
  • Helping customers make a series of smaller decisions rather than getting overwhelmed in a single moment
  • The (surprising) value of recommending products from other companies
  • Building your team with a focus on retention

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