Paths exists whether you intentionally design for them or not. If you intentionally design for them, though, you're swimming with the current of what your users desire rather than against it.
If you're optimizing to make a certain product behavior happen more, your users have to connect the dots between that product behavior and the outcome they're seeking by themselves.
You can focus on making a meeting template engaging, for example, but users aren't signing up for "template engagement," they're signing up for "better meetings." And this means they will have to create the path from "effective template" to "better meeting" by themselves.
If your resulting points aren't outcomes your users are pursuing, you're defaulting to them having to create a portion of the path on their own.From: VPP Episode 2 (18.54)