Path to value is through smaller packets of value rather than value enabler information.

Most common way to have low conversion rate for your self-serve motion is to have a large website that spends a lot of time explaining what, why and how. The scariest thing about this is that it makes you feel really smart and proud to have created such a comprehensive and clear website. Even though it makes you feel the smartest, it does not work with your visitors.

Since an expert knows a concept in entirety, their perspective on what piece of information is crucial to understand the concept in entirety in the longer run holds importance. They want to get the foundational theory out of the way. And in the long run, they are right about how the concept should be explained to someone else.
The above methodology works if we are sitting in a lecture hall. But, in this world of distractions and screen dopamine, keeping the audience engaged is very hard.

Imagine, teaching the game of chess to a kid. Nearly everyone of us will start by explaining the rules regarding pawn, king, queen and other members. That is the way a person who gets the game of chess has logically stored the information. It is the right way to master the game. But the kid on the other hand is looking to have fun and they are just gonig through a lot of theory without actually getting to play the game, and there engagement is dropping. Have you felt this when the first time somebody explained how to play Catan.

Rules of the game are enabler of future value rather than the value itself.

You may argue that to experience the value, you have to get through the enablers of value. But if there is a way we divide the value into micro value and deliver it from time to time to keep the interest levels high.

What if there is a way to teach what a pawn can do, and make them play with only pawn. Tell them how can King can move, and play with two kings on the board. It will help in delivering those Aha moments and keep the kid engaged.

Similarly, your first-time experience with product starts from website but the visitors want to experience aha moments faster to keep on the journey. If you can make them do a step, show the micro value, and then again and again. You are carving a path to your complete value via these episodes of micro value.

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