Your goal should be to welcome people into your product in a way that excites them to become lifelong customers. Excitement is achieved through a delightful onboarding experience.

Quite simply, it means that the default state of a product - including the default settings for notifications, the onboarding experience, the welcome message you get etc - determine the product’s fate. It’s the only portion of the product that EVERY user experiences, and it sets the bit for every behavior.

Getting onboarding right means knowing precisely what people want to accomplish and then putting all your energy into getting them there in the most effective way.