any company that is built on recurring purchases consumption…

keyword business any company that is built on recurring purchases consumption means that you need people to not only come in to what you've built but also to actually use it and receive enough benefit that they will use it again and again. So for an idea or product to succeed at scale, it's not enough to find your audience. You also have to make sure that you are actually engages in the way you want with what you have to offer. Sometimes this will require incentivization to get the consumer to participate in your product or idea. It is therefore also important for staff to understand the whys and reasons behind actions within the company so that they do not shift from the original intent.

— from Leadership & Business (Leadership/Business)

In the book

And remember that something unexpected is far more likely to happen at scale than in a prototype, because real human beings are lazier and stranger than any engineer's model, and the prototype that works can still fail in the world. If your business depends on people coming back, winning them once isn't enough — they have to actually use what you built and get enough value to return again and again. To find your path, use backward induction: picture the best possible outcome and walk backward to today; the steps reveal themselves. — Leadership & Business (Leadership/Business)

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