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Three Reasons Your Onboarding Sucks— and why onboarding should be your biggest marketing tool.

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I still remember the first time I tried to set up a customer support system for an app. I was in Paris, working with a team of engineers, and getting them to move from individual inboxes to a shared inbox was much harder than I thought. Fast forward 15 years, and I had to do it again, it was a very similar story. And it hit me: nothing has really changed. So, whether you're selling  accounting software to SMEs or selling home decor to local resellers - let’s talk about the three big traps I've seen in SaaS onboarding First: building your onboarding setup last. We treat onboarding like an afterthought. We launch the product, and then think, “Oh, yea, we need a few fields and a click-through flow to start.” Then we dump people into a maze of settings, and by the time they feel comfortable, they’re overwhelmed. And they bail. But the real problem is deeper than that.  By giving them a simple, rushed onboarding flow, you set the expectation that your product itself will be simple...
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Why we started Gruvi.

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I’ve worked across a whole spectrum of industries, from government, consulting, finance and retail through to education and healthtech. And while each field is wildly different, there’s one universal truth I’ve learned: no matter what you launch, things will eventually mess up. Even if you’ve created the most perfectly usable product or the most intuitive feature, something somewhere is going to go wrong. And when it does, how you fix it is what really counts. The Trust Bank There’s a concept I call the "trust bank." When you launch a product, your users start you off with a certain amount of trust just for showing up with something new. Maybe that’s five dollars in the trust bank. Every success, every smooth interaction, adds a little more to that balance. Maybe you grow it to ten dollars as people see that your product works and does what it promises. But here's the issue: when something breaks (and it will), those trust dollars start slipping away quickly. Let’s say y...
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