A Sign is a product that means something specific; something you have deliberately established and are actively communicating. The shift from Tool to Sign is the shift from "we exist" to "we mean this." At the Sign stage, the meaning is still primarily carried by you. You say the thing; the email killer, no chat; and some people hear it and it connects. The consideration problem starts to ease because users who encounter the meaning and find it resonant don't need as much convincing. Conversion rates improve. Early adopters who connect with the meaning become more committed users. The Sign stage is also where the meaning is most fragile. It's built on what you say, and what you say can be ignored, misunderstood, or contradicted by other signals. If the product experience doesn't align with the meaning; if Slack's landing page had featured "chat rooms" instead of "channels"; the meaning collapses before it can compound. The exit from Sign to Breakthrough Sign requires the spectacle to start carrying your meaning; others saying the thing, not just you.