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Teams without a North Star metric optimize for the metric that's easiest to move, not the one that reflects real value delivery. A well-chosen NSM is the single number that correlates with long-term retention and revenue — it aligns product, engineering, and growth around one honest signal instead of a dashboard full of vanity metrics.
Evaluate three NSM candidates for a B2B SaaS and score them on leading vs. lagging quality.
type NSMCandidate = {
name: string;
leadsRevenue: boolean; // true = leading indicator
userControlled: boolean; // true = users drive it, not the company
measurableWeekly: boolean;
};
const candidates: NSMCandidate[] = [
{ name: "MRR", leadsRevenue: false, userControlled: false, measurableWeekly: true },
{ name: "Weekly Active Projects", leadsRevenue: true, userControlled: true, measurableWeekly: true },
{ name: "Invites Sent per Account", leadsRevenue: true, userControlled: true, measurableWeekly: true },
];
candidates.forEach(c => {
const score = [c.leadsRevenue, c.userControlled, c.measurableWeekly].filter(Boolean).length;
console.log(c.name, "→ score:", score, "/3");
});
// MRR → score: 1 /3
// Weekly Active Projects → score: 3 /3
// Invites Sent per Account → score: 3 /3