“we knew that someone had to listen to six stories to become hard activated what we did then was we gave everybody 10 free stories to make sure that they would get to that point so you don't just give six just in case some people might be a bit more or less because six is the average and the average is never the truth.”

Find Your Hard-Activation Threshold — Then Give Users 10 Free When the Number Is 6

Hannah identifies a 'hard activation' number — the minimum core actions that embed a product in a user's life. For a content app it was six listens; for others it might be three workouts or four restaurant check-ins. Once found, give users slightly more than the threshold for free (she gave 10 when the threshold was 6) because the average is never the truth and you don't want people to fall one action short of retention.