Why your users should be working hard

This text discusses the importance of creating "fans" for a product, rather than just users. It explains that while reducing friction in sign-up flows is important, it's not enough to create loyal customers who are emotionally attached to your product and provide recurring value. The author suggests using tactics like habit formation (the Hooked Model), making the value proposition clear, and aligning with user values to build loyalty. They also provide short exercises for implementing these strategies.