Pull is the state in which users are drawn toward a product without needing to be pushed. No persuasion, no discounts, no urgency tactics; the meaning of the product has connected with the user's fantasy frame in a way that makes the product feel like something they want before they've even tried it. Pull has two components, and both are required: **Desire** is the feeling that arises when the product meaning connects with the fantasy frame. It's the "I want this" moment; the sense that the product could give you something you already care about. Desire is inherently tied to absence; you desire what you don't yet have. It's intense at the moment of discovery and fades once you have the thing. This is why desire is necessary but not sufficient. **Conviction** is the belief that the product is right for you specifically; that it fits your identity, that it's not just good in the abstract but good for your situation. Conviction is what keeps a user moving forward after the initial desire fades. It's what makes them work through friction in the product rather than looking for an alternative. And it's what drives advocacy; you recommend things you're convicted about, not just things you were briefly excited about. A product with strong desire but weak conviction produces signups that don't convert. A product with both produces users who stay, who advocate, and who identify with the product as part of their own identity. The job of Symbolic Engineering is to build the meaning that creates desire. The job of Adoption Engineering is to protect conviction through the experience of actually using the product. See also: User Fantasy Frame, Symbolic Engineering, Adoption Engineering.