I recently did a product huddle with one of our portfolio companies.

They’re in a somewhat regulated industry and customer privacy is a chief concern shaping their product.

But we’re not there yet.

Because to provide this kind of experience, we need a lot of information.

We need to know intimate details about a customer’s sales, purchasing power, and business relationships. We need to know if the prospect is a decision-maker, aka credit card holder, and we might even need to hop on the phone to vet you.

These requirements do not a great first user onboarding make.

In discussing this issue, the idea of eventual vs immediate needs was born.

With this approach to user onboarding we’re going to trim down the form fields, time investment, and prospect headspace as they consider our solution.

Indeed, the last thing we need is friction between pain and relief.