“If you stacked up all the time on iteration between activation in the product and using our product and levers that we know are correlated to workout completions versus iteration on deals it would probably be 90% product 10% deals.”

Spend 90% on Product Activation, 10% on Discounts — The Ratio Matters

Greg's team allocation ratio is a useful benchmark: 90% of iteration effort on product activation (increasing the percentage of users who complete their first and second workout) and only 10% on discount and coupon mechanics. Most teams invert this, mistaking conversion-rate lifts from price cuts for product-market fit. The activation-first approach builds durable retention; discount-first builds churn-prone cohorts.