team. You build metrics, you choose and things like that. So can you just briefly talk about just this framework they use to think about PLG growth in the PLG funnel. When I think about funnel scaffolding upgrade - beginner - intermediate - advanced - with ongoing education and see premium value -= even talk to sales expand - more of enterpricey, new referrals metrics or KPIS? However, it's a really good conceptual way of grounding your team or your organization in the mechanics of Probably this will work if you're working on onboarding slash things that probably won't work and are common traps that people fall into when they're I do see a very common trap that I would love to caution against which is that employees of a company build onboarding for customers but they build what they think customers want rather than what customers actually want and that manifests in an onboarding experience that's not very helpful so there are two patterns that I typically see one is naming features. So imagine you're using air table for the first time and you see a tool tip and it says this is automations and it explains what automations is to you. that's not that useful for a user who doesn't really know what's going on yet because they aren't sure automations are relevant to them if they're suited to their use case What exactly the word automation entails. we've named a feature but it's really sort of an announcement of something awesome that Airtable built rather than an application that can help educate the user on how they'll receive more value from that feature. So try not to name features, it can be very tempting in practice, even though it sounds easy in theory before you move on, what have you learned I Ooh, naming things in a way people understand versus the feature name, like you just said. So instead of that, I think what would be more useful given the constraints of using a tooltip that's pushing someone to try an automation would be to explain how the automation is relevant to them Or even better to enable a one-touch turn-on of the automation feature or set up an automation to complete your workflow, where we actually do some of the work and if you click into here, we will show you what value is possib So really focusing on that contextual application or helping to drive towards an outcome, So really focusing on that contextual application or helping to drive towards an outcome, rather than just educating on a name and there's like an element of smart defaulting, just like starting to do it for them versus do you want this or not? exactly? There's also an element here of segmentation or personalization where you should be sensible about if everybody needs to know what an automation is, or if they're only certain folks who actually need to learn about it and others might not need to know. It can be tempting Then for an onboarding team to try to push automations to people when they're getting started. because of course, we'd prefer if customers use premium features, because then they might be more likely to become premium customers.