• 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