Lauryn Isford (00:00:00): An activation rate that falls in a lower percentage range, maybe for most companies five to 15%, is better than one that falls in a higher percentage range because it means that there's likely much higher correlation with long-term retention and you're really working hard to get most of your users to reach a state that they're not reaching today. Lenny (00:00:24): Welcome to Lenny's Podcast where I interview world-class product leaders and growth experts to help you get better at the craft of building and growing products. Today my guest is Lauryn Isford. Lauryn was most recently head of growth at Airtable. Before that, she was a product growth lead at Facebook, working on user growth, internet.org, and growth of Facebook at India. Before that, interestingly, she led growth for Blue Bottle's e-commerce business. In our conversation, we dive deep into Lauryn's favorite topic, onboarding, why it's one of the biggest and most undervalued growth levers, what she's learned about optimizing onboarding flow through her work redoing Airtable's onboarding flow, what she's seen work and common pitfalls around onboarding, plus a ton of advice around figuring out your activation metric. I could talk all day with Lauryn about growth, but we had to cut this off to keep this to a reasonable length. Enjoy my conversation with Lauryn Isford after a short word from our wonderful sponsors. (00:01:19): This episode is brought to you by public.com, who want to tell you about their new treasury accounts which earn a 4.8% yield on your cash. That is higher than a high yield savings account while still being backed by the full faith and credit of the US government. Treasure yields are at a 15-year high, but buying US Treasuries is super complicated if you go to a bank or navigate an ancient government website, or at least that was the case. Now you can move your cash into US Treasuries with the flexibility of a bank account, you can access your cash whenever you...