“the biggest thing was it's most important just to make it super easy for that person to actually use this application... there's a behavior change that we have to create for these members.”

B2B Partner Activation Is Harder Than the Deal — Make It Effortless for End Users

After closing Freedom Boat Club, the real challenge wasn't the contract — it was getting club members to actually open and activate the app. Adam used deep links to bypass the paywall for partner users and focused on minimizing friction over preventing abuse. Accept some spillage, make activation frictionless. An unactivated partnership generates zero value for anyone.