Whenever you build any product, any product in the world. It could be a pair of pants, it could be a pair of shoes, it could be a smartphone, it could be an online product… Users are only in three states.
#1, people who have never heard about your product.
#2, are people who have tried your product, but have stopped using it.
And #3, people who use your product and love your product.
This concept of leverage is about managing these state changes. How do you go from someone who’s never heard it, to try it? How do you go from someone who’s tried it to, to someone who loves it? And any successful company, offline, online, B2B, B2C, it doesn’t matter, the point is always the same. People who manage these state changes build great companies. And people who don’t understand state changes build failing companies.