Inception is about implanting an idea about why and when the product is useful for someone. Since a user’s first awareness of a product depends on an external trigger, such as a call-to-action in an email, a link on a social media site, paid advertising, or a word-of-mouth recommendation, the message must be consistent.
…the articulation of what the product is for should connect to when the product should be used. In other words, inception is about attaching your product to a moment in the user’s life.
My takeaway from this: a product or service can have the utility I like to talk about so much, but we need to guide users on how this utility actually fits into their lives, and this “trigger” should feel natural, and become increasingly automatic (think: every time I take a picture, I now want to use Instagram to edit and post it).