Any redesign of an incumbent product, such as an onboarding flow, almost always loses at first; it takes the confidence and agreement to begin below the status quo baseline in order to beat the incumbent.

courage Acting despite fear: whether it waits for the fear to go, how it is built, and why so few people show it.

design How things should be made and judged: what makes a design good, who should do the designing, and what an interface is for.

product management What a product manager is for, who decides what gets built, and what happens to that job once delivery is cheap.