✅ Churn

• People will typically be less likely to churn, once they've reached their Aha! Moment.

✅ Sharing & referrals

• People will be more likely to refer your service after they've reached it.

• i.e., focus on getting the individual to their Aha! Moment, before trying to create a viral referral loop.

✅ Complexity & understanding

• Often the moment that the value becomes clear, happens at the same time that the user understands the complexity of what it's doing.

e.g., "Oh, I never realized sending money abroad was so difficult, that's why this is so great".