To build loyalty among customers and help them experience the full value of a product, it's essential to uncover the activation steps in the product. These are the actions that guarantee customers will start seeing value in the product and stick around. The key to getting this right is to know what the key actions are for your product, starting with the steps taken by your most successful customers. Activation varies from product to product, and companies often focus too narrowly on activation within the first 14 days of a customer's life cycle. Instead, it should be approached as a continuous process that happens long after a customer's trial ends, and involves individual feature activation to help customers see value in different areas of the product.