You are what you measure - metrics shape outcomes

You are your objective function. So we want the rich, complex, objective functions and not these simplistic proxies.

The North Star metric measures how much value we create for the market. For example, let's take WhatsApp. WhatsApp for a very long time measured messages sent because every message sent is a little incremental of value for the sender, the receiver.

Strong product companies understand it's all about outcomes. You just don't get points for shipping, you get points for delivering the value.

I think metrics at their best are a numerical representation of the value we're providing for the customer.

If our goal is to write 10 blog posts this month. And I'm like, no, that's not a goal, that's maybe a tactic. But the goal should be traffic and the conversion rate from that traffic or the signups that come from that. So you shouldn't have activity goals, you should have impact goals.

It's not about showing as often as possible because that's what impression share tells you, and that's kind of like ego marketing. I want to be number one, I want to be there all the time. It's about showing to the right person as often as possible.