Making an impression
Feature introductions are tough — there’s just a lot to get across. Putting the value up front let us pique interest before getting into the nitty-gritty details.
Having a moment
When done right, little dashes of empathy can be delightful. The trick is to find places where the user's already having a moment, and be a part of it.
Starting from scratch
For brand new users, it helps to skip the what and go directly to the why. Instead of what a product is, put the focus on why it’s useful.