第一章 北极星框架简介
目录
- What is the North Star Framework?
- 什么是北极星框架？
- The Elements of the North Star Framework
- 北极星框架的要素
- One North Star
- 北极星的唯一性
- A Real-World Example: Burger King
- 一个现实世界的例子: 汉堡王
- Chapter in Review
- 第一章回顾
In this chapter, you will learn:
- The definition of the North Star Framework
- The structure of the North Star Framework
- The three critical goals of the North Star Framework
在这一章中，你将学到:
- 北极星框架的定义
- 北极星框架的结构
- 北极星框架的三个关键目标
What is the North Star Framework?
什么是北极星框架？
The North Star Framework is a model for managing products by identifying a single, crucial metric (the North Star Metric) that, according to Sean Ellis, 「best captures the core value that your product delivers to [its] customers.」
北极星框架是一个通过确定一个单一的、关键的指标(北极星指标)来管理产品的模型，按照肖恩·埃利斯的说法，这个指标「最好地抓住了你的产品向(其)客户提供的核心价值。」
In addition to the metric, the North Star Framework includes a set of key Inputs that collectively act as factors that produce the metric. Product teams can directly influence these Inputs with their day-to-day work.
除了这个指标，北极星框架还包括一组输入要素，这些关键的输入要素是产生这个指标的共同作用因素。 产品团队可以通过他们的日常工作直接影响这些输入要素。
This combination of metric and Inputs serves three critical purposes in any company:
- It helps prioritize and accelerate informed but decentralized decision-making.
- It helps teams align and communicate.
- It enables teams to focus on impact and sustainable, product-led growth. Put together, the metric and the Inputs look like this:
在任何公司，这个指标和输入要素的度量体系的结合都有三个关键目的:
- 它有助于区分优先次序，加快在广泛知情前提下权力下放的去中心化决策过程
- 它有助于团队协作和沟通
- 它使团队能够关注产品的影响力，关注真正可持续的、以产品为导向的增长
Put together, the metric and the Inputs look like this:
综合起来，北极星指标和输入要素看起来是这样的:
This simple tree-like framework of a single metric and influencing Inputs serves as a scaffold containing assumptions, beliefs, and causal relationships. Once you’ve put it together and tested it in the field, it serves as a sort of formula, an equation that indicates your company’s and product’s fundamental characteristics.
这个单一指标和关键输入项的简单树状框架充当了一个包含假设、信念和因果关系的框架。 一旦你把它们放在一起并在现场进行测试，它就成了一种公式，一个表明你的公司和产品的基本特征的方程式。
The Elements of the North Star Framework
北极星框架的要素
1. The North Star Metric
1. 北极星指标
The heart of the North Star Framework is the North Star Metric, a single critical rate, count, or ratio that represents your product strategy. This metric is a leading indicator that defines the relationship between the customer problems that the product team is trying to solve and sustainable, long-term business results.
北极星框架的核心是北极星指标，一个单一的关键速率、数值或百分比，来表征你的产品战略。这个指标是一个引领性指标，它定义了产品团队试图解决的客户问题与可持续的长期业务结果之间的关系。
For example, in 2005, when Netflix was still focused on shipping DVDs, the Netflix product team established a North Star Metric of percentage of customers placing three or more DVDs in their queue during their first session with the service (see North Star in Action: Netflix). The team understood that this key statistic encapsulated Netflix’s differentiation strategy. Increasing this would improve both customer value and key business results—like customer retention and, ultimately, subscription revenue.
例如，在2005年，当时 Netflix 还专注于 dvd 的运输，Netflix 产品团队建立了一个北极星指标，用于衡量在第一次使用该服务时，顾客在队列中放置三张或三张以上 dvd 的百分比(参见 North Star in Action: Netflix)。 这个团队明白这个关键的数据概括了 Netflix 的差异化战略。 提高这一比例不仅可以提高客户价值，还可以提高关键业务成果——比如客户留存率，最终还可以提高订阅收入。
北极星指标
北极星指标，一个单一的关键速率、数值或百分比，来表征你的产品战略。
2. Results and Value
2. 结果和价值
The North Star Metric is a leading indicator of sustainable business results and customer value. As you see it change (ideally improving!), you can expect your business results to change accordingly.
北极星度量是可持续经营业绩和客户价值的引领性指标。 正如你所看到的那样，它会变化(理想的情况是有所改善而不是推翻重来!) ，你可以预期自己的业务结果也相应地发生改变。
3. Inputs
3. 输入要素
The Inputs are just as important as the metric. These are a small set (3-5) of influential, complementary factors that you believe most directly affect the North Star Metric, and that you believe you can influence through your product offering.
输入要素和北极星指标同样重要。 这是一小撮(3-5个)有影响力且互补的，你认为能最直接影响北极星指标，并且可以通过改变你的产品来改变的要素。
For example, Instacart, a same-day grocery delivery and pick-up service, identified four Inputs into a North Star Metric of total monthly items received on time. They need (1) lots of customers placing orders. Those orders ideally contain (2) lots of items. Instacart needs to fulfill (3) lots of orders. And (4) the orders need to be delivered on time.
例如，当日送达服务公司 Instacart 确定了「每月按时送达率」是自己的北极星指标，所以他们确定了四个输入要素：(1) 大量的客户，理想上这些用户需要(2)大量的商品。 Instacart 需要完成 (3) 大量的订单。 (4)这些订单需要按时交货。
Inputs can vary a great deal by industry, business model, and a product’s unique characteristics. The key is to identify the key factors that contribute to the North Star Metric for your business. We view the North Star Metric as a function of key Inputs that are both descriptive and actionable.
输入要素因行业、商业模式和产品的独特特性而有很大差异，因此确定你的北极星指标以及指标的输入要素不太容易。我们认为北极星指标就是以这些输入要素为变量的函数，这些输入项既是可以被精确定义的，又是可操作的（可以通过改变自己的产品来达成）。
北极星输入要素
这是一小撮(3-5个)有影响力且互补的，你认为能最直接影响北极星指标，并且可以通过改变你的产品提供的要素。
4. 「The Work」
4. 「工作」
A North Star Metric and Inputs should be connected to the tasks of research, design, software development, refactoring, prototyping, testing, and such. We call this 「the work.」 Teams have successfully connected a variety of development methods to their North Star. No matter how your team operates, the work you do should align to the strategy that’s guided by your North Star.
北极星指标和输入要素应该与研究、设计、软件开发、重构、原型设计、测试等任务相关联。 我们称这些活动为「工作」。各个团队已经成功地将各种开发方法与他们的「北极星」相连接。 无论你的团队如何运作，你所做的工作都应该与你的北极星指引的战略保持一致。
One North Star
北极星的唯一性
An obvious characteristic of the North Star structure is that it features just one North Star Metric. Certainly, larger enterprises, with multiple divisions, different product management and product development departments, and different customer bases could have different North Star Metrics, each with their own Inputs.
北极星结构的一个明显特征是它只有一个北极星指标。 当然，拥有多个部门、不同的产品管理和产品开发部门以及不同的客户基础的大型企业可以有不同的北极星指标，每个指标都有自己的输入要素。
But if a team is contributing to a single profit and loss (P&L), with a single product development department, and a single product or even a product portfolio that serves a single customer base, they should strongly consider having a single North Star, comprising one metric and its Inputs. For example, it’s unlikely that one product leader should be managing more than one North Star.
但是，如果一个团队围绕同一个财务模型（P&L），通过一个产品开发部门，生产同一个产品或者产品组合来为同一个客户群体服务，，那么他们应该强烈考虑只使用一个北极星，包括一个指标及其输入要素。对应到组织架构，一个产品领导者不可能同时服务于多个北极星。
See Things to Watch Out For for more information on the trap of multiple North Stars.
查看更多关于多颗北极星陷阱的信息。
A Real-World Example: Burger King
一个现实世界的例子: 汉堡王
Burger King’s digital team used the North Star Framework to define a North Star Metric called Digital Transactions Per User with three Inputs: new user activation, registration, and frequency. They then mobilized teams (called 「squads」 in Burger King’s organization) to drive these Inputs, as illustrated in the following figure.
汉堡王的数字团队使用北极星框架定义了一个北极星指标，每用户线上订单量，有三个输入: 新用户注册量、激活量和活跃率。 然后他们动员团队(在汉堡王的组织中称为「小分队」)来驱动这些输入要素，如下图所示：
The Burger King squads are able to trace the feature work that they prioritize through their development processes first to these Inputs, and then to their Digital Transactions Per User North Star Metric. For example, one squad prioritized a 「mobile order only coupons」 initiative to drive the 「frequency」 Input—a factor in the metric.
「[Our North Star Framework] is actually what we use across the teams to drive growth.」
—Elie Javice, Head of Technical Product Management at Burger King
汉堡王小分队能够通过他们的开发过程，优先完成并跟踪那些输入要素相关的特性，然后了解他们的北极星指标：每用户线上订单量。 例如，一个小分队以「移动订购优惠券」计划为工作核心，来推动「用户活跃率」这个输入要素。
「(我们的北极星框架)实际上是我们在各个团队中用来推动增长的工具。」
ー elie Javice，汉堡王技术产品管理主管
Elie Javice, head of technical product management at Burger King, says 「[Our North Star Framework] is actually what we use across the teams to drive growth… All of us are aligned to the same goals: we want to drive brand love and sales. But if we set those as goals, we will all go in different directions, without focus. What this framework actually gives us is focus to work on the same things, together.」
汉堡王技术产品负责人埃利•贾维斯(Elie Javice)表示: 「(我们的北极星框架)实际上是我们各个团队用来推动增长的工具……我们所有人都有一个共同的目标: 我们希望让用户爱我们的品牌，从而辅助我们的销售。 但是如果我们把这些设定为目标，我们就会走向不同的方向，没有重点。 这个框架实际上给我们提供的是集中精力，共同致力于同样的事情。」
Key Concept: Product-Led
主要概念: 产品导向
The North Star Framework works especially well in organizations that aspire to be more product-led.
Product-led organizations believe their surest path to sustainable growth is through identifying opportunities to solve problems for customers and satisfying those opportunities with their product. A product-led organization optimizes team structures, funding cycles, communication channels, and other processes to ensure the success of its products.
To be clear: Calling an organization 「product-led」 doesn’t mean it is led by the department or job title called 「product management」 or, as shorthand, 「product.」 Product-led means being guided by the potential of products and product teams.
北极星框架在那些希望更多地以产品为导向的组织中尤其有效。
以产品为导向的组织相信，他们通往可持续增长的最可靠途径是找到机会为客户解决问题，并用他们的产品满足这些机会。
以产品为导向的组织优化团队结构、资金周期、沟通渠道和其他过程，以确保其产品的成功。 需要明确的是: 称一个组织为「产品导向型」并不意味着它是由一个叫做「产品团队」或者「产品委员会」的部门或组织来领导，产品导向意味着以产品完善和发展的潜力为导向。
| Product-led organizations shift from this… | To this… |
|---|---|
| Deliver requirements | Solve the customer’s needs |
| Product as cost center | Product as profit/growth center |
| Specifications and delivery | Missions, experiments, and bets |
| Build MY solution and prove it works | Explore problem, validate solutions |
| Handoffs and silos | Cross-functional collaboration |
| Slower feedback loops/Guessing | Faster feedback loops/Informed decisions |
| Pageviews and clicks | Experiences, interactions, behaviors |
| 以产品为导向的组织要从这样.. | 转变为这样.. |
|---|---|
| 交付业务部门的需求 | 解决客户的需求 |
| 以产研为成本中心 | 以产研作为利润 / 增长中心 |
| 循规蹈矩然后交货 | 任务导向、实验和赌博 |
| 构建解决方案并证明它是有效的 | 探索问题，验证解决方案 |
| 单兵奇兵 | 跨职能合作 |
| 较慢的反馈闭环/猜测 | 更快的反馈闭环/数据驱动的决策 |
| 页面浏览量和点击量 | 体验、交互、行为 |
Chapter in Review
第一章回顾
- The North Star Framework is a model for managing products by identifying a single, crucial metric (the North Star Metric)
- In addition to the metric, the North Star Framework includes 3-5 Inputs to that metric.
- The North Star Framework helps teams prioritize, communicate, and focus on impact.
-
The North Star Framework can help businesses become more product-led, where they optimize their structures and processes to ensure the success of their products.
- 北极星框架是通过确定一个单一的、关键的指标(北极星指标)来管理产品的模型
- 除了北极星指标，北极星框架包括3-5该指标的输入要素
- 北极星框架帮助团队进行优先级排序、沟通和聚焦
- 北极星框架可以帮助企业更多地以产品为导向，优化其结构和流程，以确保其产品的成功