Show Don't Tell Isn't Just for Improv

Show, Don't Tell

Before I built products, I taught improv theater. One of the first rules I would hone with new performers was around the principle of "show, don't tell".

Instead of just declaring "I'm starving" while on stage, rifle through empty cupboards, let your stomach growl, eye everything that passes by like it's food, and lick your lips. Make the audience feel your hunger through action.

Why? Because information is forgettable. Experience is visceral.

The same principle applies to onboarding users to your platform. When you tell them, "You can upload documents and analyze them," you're giving them information. When you show them a document that has already been analyzed, with insights highlighted and ready to explore, you're giving them an experience. They feel the value. They understand it in their body, not just their brain.

Most product teams are trained to explain features and tell users what's possible. But users, like audiences, don't internalize information. They internalize experiences.

The Hidden Friction in "Helpful" Onboarding

We've all seen it. A new user lands in your product and is immediately greeted with prompts such as:

• "What would you like to do?"
• "How can we help you?"
• "Choose your path..."

These prompts feel helpful and seem user-centric. They're actually introducing friction at the worst possible moment, right when your user is most uncertain and most likely to bail.

The problem? You're asking users to make decisions before they understand what's possible.

New users don't need options. They need a win.

This isn't about simplifying things or removing options. It's about sequencing correctly. Show first. Explain later. Let them feel the value before asking them to create it.

The Good, Better, Best Framework

When I'm coaching PMs on improving onboarding, I use a "Good, Better, Best" approach to scope solutions. It helps us ship something meaningful fast while keeping an eye on where we're headed.

Good: The Frictionless Nudge

This is your minimum viable experience. One button. One action. Instant result. This could come in various forms. For example:

• A button: "Try now"
• A system action: The product performs a core action automatically
• User sees: Immediate result without any additional input

This works because there is zero cognitive load and zero setup. The product delivers results and proves its value in seconds. This is your fastest path to validating the hypothesis that action beats explanation.

Use this when you need to ship fast, test the concept, and gather data on whether this approach resonates with users.

Better: The Guided Flow

Once you've validated that users respond to action-oriented prompts, add light guidance to help them take their own first action.

What it looks like:

• Prompt: "Upload your own document"
• UI guidance: Highlighted area, tooltip, or visual cue
• System action: Clear feedback that confirms they're on the right track

This works because you're still reducing friction, and you're now teaching them how to create value themselves. The visual guidance removes hesitation and makes the path obvious. Use this when your "Good" version proves that users want to take action. This version scales better because it teaches, not just demonstrates.

Best: The "Show Me" Journey

This is the whole experience. A choose-your-own-adventure onboarding that adapts to different user types or use cases.

What this can look like:

• Choice: Action-oriented prompts tailored to user intent
• Journey: Multi-step flow with clear instructions
• Feedback: Immediate confirmation at each stage
• Outcome: Successful completion of a meaningful task

This is personalization meets guidance. Users feel that the product understands their needs while still gently nudging them toward success. Use this when you have data on different user segments and can confidently build journeys that serve distinct needs. This is your north star, not your starting point.

The trap most product teams fall into is trying to build the "Best" version first. Don't. Ship "Good" to a small cohort and watch what happens, then track these three metrics:

1. Engagement Rate – Are users clicking the new prompt?
2. Time to Value – How long until they complete their first core action?
3. Retention – Are they coming back after their first session?

If the numbers move, you've validated the hypothesis. If they don't, you've learned something fast and can iterate. The best onboarding doesn't ask users what they want; it provides them with what they need. It shows them what's possible, removes the friction to achieve it, and makes them feel successful from the very first 60 seconds.

Stop treating new users like they need a tour guide. Treat them like they need a quick win. Then, once they've felt the value, teach them how to create more of it.

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