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# 增长 | ||
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## 目标 | ||
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北极星指标(North Star Metric),又或叫 OMTM(One Metric That Matters,第一关键指标)是帮助衡量价值与校正方向的工具,最终我们要做到的是通过有针对性的服务用户提升企业的长远价值 | ||
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在产品的不同生命周期,关注点是不同的,聚焦的指标自然也是不同 | ||
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- 0 到 1 的探索期,要关注的是如何找到正确的产品方向,这时的北极星指标可以选择与留存、推荐意愿相关的指标 | ||
- 方向明确后,产品进入高速成长期,关注的是如何明确核心竞争优势以快速占领市场,那么北极星指标可以替换为与新增用户活跃度相关的指标 | ||
- 之后产品发展增速放缓,进入成熟期,会更关注商业利润,那么北极星指标会倾向于和营业额、成本相关的指标 | ||
- 再往后,产品可能会慢慢出现稳定甚至衰退的迹象,这时就需要继续探索新的方向,开始第二个探索期 | ||
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北极星的定义应从整体价值出发全盘考虑,限制越小,视野越大,越有可能做出创新,指标既要清晰,又不能限制做事方式 | ||
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OKR 可以被用来管理北极星指标,任务型OKR侧重于完成特定的任务或项目,是用来推动短期内需要完成的具体行动和工作。绩效型OKR注重实现长期的、具有挑战性的目标,通常与公司的整体战略和长期绩效挂钩 | ||
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