Kevin Henrikson

The brutal truth? You've probably lost $100,000s by mishandling first-time users. I know because I made this exact mistake - watching users bounce, never to return. Until I discovered something that changed everything:

It's called the Kleenex User principle: Just like you can't "un-use" a Kleenex, users can't un-experience your product. That first interaction permanently shapes their perception. But here's what most founders miss entirely:

We obsess over: • Perfect features • Slick designs • Complex functionality Meanwhile, we're hemorrhaging users in the first 5 minutes. The data is brutal:

40-60% of users never return after their first session. That's not just lost customers. That's: • Wasted marketing spend • Higher acquisition costs • Dead word-of-mouth But there's a solution that transformed our metrics:

I developed the "Success Roadmap" technique: 1. Immediate win (first 30 seconds) 2. Core value demo (first 2 minutes) 3. Future potential (first 5 minutes) This completely changed how users experienced our product. Here's the fascinating psychology behind it:

Most founders overwhelm users immediately. It's like trying to teach someone to swim by throwing them in the ocean. The result? They panic and never come back. But there's a counterintuitive approach that works better:

Start with ONE thing. Make it impossibly easy. Let them taste success. Then, and only then, introduce the next step. We tested this at Instacart:

We simplified first-time ordering to just 3 clicks. Users got their first "win" in seconds. The psychology is powerful: • Dopamine hit • Increased confidence • Momentum to explore more But here's the game-changing part:

These Kleenex users are your most valuable asset. Why? Because they see your product with completely fresh eyes. Their feedback is worth gold - but most founders waste this opportunity. Here's how to capture it:

Create a rapid feedback loop: • Watch first-time users like a hawk • Note every hesitation • Fix friction points immediately • Test with new users • Repeat This is your competitive advantage.

The harsh reality: A bad first impression costs more than just that user. It costs you their entire network of potential customers. But get it right? You create a viral growth engine.

The choice is yours: Continue losing users in those crucial first moments... Or transform your product into an addictive experience that hooks users instantly.

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