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This funnel represents the journey of a customer in a PLG product as they advance and develop in their lifetime of using the product. The first step is join. It starts with becoming a part of the account that's using the product or signing up. Then importantly you evaluate if it's right for you. It's about what the user needs to see that they are going to get the value that they want in using your product and in building a habit around it. Next is upgrade. They upgrade to some sort of premium experience or to more value than what they have when they got started. And then finally expand. Ideally a few folks are using a tool in an organization and then many more adopt it over time. And that expansion drives brand awareness. It drives more usage in more pockets of the company and ultimately then also brings new referrals into the product that loop all the way back to the beginning and join.