Put it where their process is

"It's very hard to simplify, right? But the moment of choice, it becomes very simple to understand when that is… wherever their process is in that moment, that's where the thing needs to be."

"And if you put it there, all of a sudden, they're probably going to be able to find it. They're going to usually work harder to consume it and understand it at the same time, which helps with adoption."

Map where your people are in their work, and put the thing there.