Optimize onboarding for user success, not company metrics

I do think it's very important to be careful that you are rooted in the customer need and rooted in helping that customer achieve maximum value, rather than sitting in the priors of what your packaging scheme might suggest or what might be in the best interest of the company.

"Them" refers to individual users, which Ben contrasts with focusing on teams as the unit of measurement for activation.

The reason I say team instead of using them is, and we actually base most of our definitions of activation engagement around teams. It's really important because ultimately security is a team sport.

The fundamental challenge I think for new users or new teams using your product once you get past the kind of tech early adopters is do they comprehend what this thing is for? Do they understand how it works? Then desirability is why should they care?

Noah found that teams with 5+ people actively using Slack most of the workweek were 400% more likely to upgrade to paid plans within six months.

What we found was that if you could get five people using Slack, the majority of the work week to just communicate at all, that would be a successful team there were going to be 400% more likely to upgrade over the next six months.