I introduced the concept of a North Star Metric (NSM) to help product teams focus on the core value they deliver to users rather than raw activity numbers.
I define the NSM as the single key metric that best captures the core value your product delivers to users and helps guide long‑term product decisions.
The purpose of an NSM is to align cross‑functional teams, guide feature prioritisation, and ensure work contributes to sustainable growth.
- Netflix → Hours of content watched
When deciding on features or experiments I ask three questions: Will this feature help users get more value from our product? Will it improve the experience that brings users back? Will it contribute to sustainable product growth? If the answer is "no" to all, I deprioritise the work.
I remind myself that more time spent on an app isn't always a good thing if users are struggling to complete their tasks.
- Spotify → Listening engagement
- Airbnb → Nights booked
- Duolingo → Active learners who keep learning