activation: 4 proof points

Rows on the facts page whose own text or source section carries "activation". The product name links the page with the full text. All skills.

Role	Product	Situation	Task	Action	Result	Year	Skills
PM/GM at LEO Innovation Lab	TREAT TREAT, an app addressing underlying causes of inflammatory conditions through personalised nutrition advice, delivered as a decision-tree chatbot with nutritionists behind it. LEO Innovation Lab's first and flagship product.	The flagship product had a lot of attention, but was in trouble behind the scenes: massive tech debt, massive churn, no prioritisation, flaky metrics, unclear reporting lines and responsibilities, and no pathway to profitability.	Parachuted in with a 6-month mandate to stabilise it and assess viability.	Everything was on fire. Let some things burn and watched long enough to see which big patterns were broken, then started at the top of the funnel and worked through. Paused the service to refactor faster. Defined the value proposition and put KPIs into the daily workflow so the team steered by numbers. Set an experiment-led rhythm. Two levers: finding the fit before sign-up, and finding the fit inside the product.	Halved customer acquisition costs. Increased activation 7x. Both levers worked.	Nov 2016 - Aug 2017	healthcare, ways of working, growth, activation, retention, funnels, experimentation, KPIs, roadmap, launch, 0 to 1, team leadership
PM/GM at LEO Innovation Lab	company all-hands the monthly all-hands	Optimising the onboarding funnel at LEO Innovation Lab, on the hypothesis that more notification opt-ins would raise activation.	Test a contextually-triggered opt-in shown at exactly the right moment.	The split test won on conversion but activation barely moved: the opt-in sat too late in the funnel. Rolled out a simpler opt-in early in the funnel, lifting net activation, and presented the mistake at the next company all-hands.	The monthly all-hands changed from presenting vanity metrics to mistakes made and lessons learnt.	Nov 2016 - Aug 2017	healthcare, growth, conversion, activation, funnels, experimentation, launch
PM/GM at LEO Innovation Lab	TREAT team TREAT team, about 15 people including a product lead and a product manager	Brought in to troubleshoot the flagship product. The existing team were passionate but struggling to fight fires, and already had their own product lead and PM; it needed delicacy to keep their passion and expertise while helping them out.	Take over the team without losing it.	Started as a consultant for the first month, then proposed as the lead with the team reporting to him; that needed trust and humility, so the team got the option to veto. They went ahead. Fires, chaos, blurred reporting lines, people problems; the service paused to refactor faster; morale at rock bottom. Kept the faith: new cadences, new ways of working.	The team came out the other side intact and stronger, with real trust, and then halved acquisition costs and 7x'd activation.	Nov 2016 - Aug 2017	healthcare, ways of working, activation, retention, roadmap, launch, 0 to 1, team leadership
PM/GM at LEO Innovation Lab	TREAT closure TREAT, LEO Innovation Lab's flagship product	Six months in, the metrics were transformed: acquisition cost halved, activation up 7x. The product had a lot of attention inside the lab and was the first thing LEO Innovation Lab had launched.	Answer the second half of the mandate: is it viable?	Looked at the unit economics rather than the growth curve. As customers increased, nutritionist costs grew with them. The 1:1 model did not scale, and the technology to replace the nutritionist did not exist yet. Recommended the business be closed.	The recommendation was accepted and Tom wound the project down, preventing further sunk investment. Turning around the metrics is not the same as proving viability; sometimes the right call is to stop even after making things better.	Aug 2017	healthcare, ways of working, growth, activation, retention, roadmap, launch, 0 to 1, team leadership