Why adoption is a growth problem.

Most growth plans I have read are acquisition plans wearing a different hat. More spend, more channels, more meetings booked. Then somebody opens the product numbers and finds that most of the people already inside it stopped after the first session.

That is not a marketing gap. That is a product moment nobody watched.

The useful exercise is dull. Take the journey from first login to habit, and mark the exact step where people stop. Not the funnel your dashboard was built to draw. The one the user actually walks. It is usually a single screen, and it is usually the screen where the product asks for effort before it has given anything back.

Then look at the people who did stick, and ask who showed them. In my experience it is almost never the vendor. It is a colleague two desks away who had already worked out the shortcut. You can build for that, or you can keep paying for strangers to arrive at a door that does not open.

So the order matters. Find where users stall. Fix it in the product. Then spend.

Spending first is not wrong so much as expensive. It buys you a larger number of people who will leave in the same place.