Time-to-value is the metric that kills more PLG ambitions than any other. Teams obsess over sign-up flows and onboarding sequences, but the real problem is almost always deeper: they have not defined what the first win actually looks like for their user, or they have defined it in terms of their own business goals rather than the user's job to be done. This panel brings together practitioners who have rebuilt activation from the ground up and are willing to talk honestly about what they got wrong first. Panellists will share specific examples of activation changes that moved the needle, the data they used to identify the problem, and the organisational friction they had to overcome to fix it. Expect a practical, example-driven conversation rather than high-level principles. This is a session for product people who are in the weeds on conversion and want real benchmarks and approaches to take back to their teams.