On today's episode of Growth, Matt talks about all things activation with Thibault Imbert, Director of Growth for Adobe Creative Cloud. Thibault explains what activation looks like at Adobe – how they define it, set goals around it, and measure it (hint: it's not just about the quantitative).

Then Matt and Thibault take it a layer deeper and discuss a topic near and dear to Matt's heart – experimentation. Thibault shares his advice on how to come up with ideas to experiment and test against the activation metric, how his team thinks about leading vs. lagging indicators, and how they make sure they're not doing something that will hurt retention later down the funnel. Want to find out what Thibault says is his team's north star for activation? Listen to the full episode.