The Hierarchy of Engagement is a three-level framework for building consumer products that retain users and create defensibility. The core insight: retention comes from making the product better the more you use it, so users have more to lose by leaving.

Most consumer products fail not because they lack users, but because they lack retention. Getting someone to sign up is one thing; getting them to stay is everything. This framework provides a systematic approach to building products where engagement compounds over time.

The key shift: Move from asking "How do we get more users?" to asking "How do we make each user's experience improve the more they use us?"

Use the Hierarchy of Engagement when you need to:

Don't apply this framework when:

Detailed examples showing how to apply the Hierarchy of Engagement correctly. Each pattern shows a common mistake and the correct approach.

Read only when you need extra detail.