In a consumer model, the goal of the enlistment gear is, at minimum, to keep churn below, say, 2 percent per month (giving you a lifetime customer value of about four years), and more positively, during the growth phase of the category, to catapult you into hypergrowth. You begin to work the enlistment gear, therefore, once you are confident that your engagement and acquisition gears are humming, seeking to use its acceleration to get you past your anticipated tipping point.
