Chatting with a friend recently, he said he wanted to quit his job recently, and asked him why? He said: In the past six months, I have changed three directions, and I feel that the business has gone astray and is going downhill. On a declining surface, it is useless to be diligent. I asked him where did he go astray? He felt that from the goal to the execution, it was very difficult. First, the indicators set by the upper level were unreasonable, and secondly, the direction of the bottom line was not right. I am quite impressed by what he said. Sometimes it is easy to fall into the "trap". For example, it is easy to go wrong in the three links of goal setting, decision making, and landing action. Let me tell you my understanding. 01 About the goal:

choose the North Star indicator [Index] and [target] are a necessary and sufficient relationship. That is to say, the target is definitely achieved when the indicators become better, and vice versa. Violating this principle will [completely] go astray. Often, however, we use a sufficiently unnecessary metric as a measure of our goals. How b2b data to understand it? For example, as a content platform, the platform atmosphere is poor and needs to be managed. But how to measure that this is done, the atmosphere is good, the experience of viewers and producers will be improved, and the improvement of experience will bring about better retention. According to this logic, it is natural to use retention as a measure,

which seems to be no problem at first glance. Therefore, everyone took action around the indicators and tried various ways to improve retention, such as pushing to recall old users and stimulating users to become active. In the end, it was found that the retained data has improved, but the atmosphere has not improved. This is typical of a sufficiently unnecessary metric as a measure of a goal. In other words, the atmosphere has improved, and the retention will definitely improve. However, the improvement in retention may not be caused by a better atmosphere, so it is very important to choose the right indicators.