"the “missing bullet holes”, i.e. the areas on the plane where there were no bullet holes, were the best indicators of where armor was needed."

"A data-driven approach to building your product is great — but only if you’re measuring the right things."

"There are 3 steps to filling out the Measurement strategy:"

"Step 1: Prioritize the elements of Product Strategy to be measured"

"In early-stage companies, the top priority in measurement is usually Real Pain Points — it’s pointless to prove out Design, Capability, and Logistics before you prove out the Real Pain Points, since all of the other elements serve to solve those pain points."

"Step 2: Decide the goals of each product strategy element that you want to prove out"

"What questions would you want answered to validate the customer personas and their pain points you identified in your Product Strategy?"

"Step 3: Describe how you would measure each of the goals listed"

"What would you measure to prove each element in the previous step? What metrics would prove that the strategy is working and whether you’re getting closer to achieving your vision?"

"Trying to improve all metrics, whether or not they materially impact business goals, leads to a product disease we call “hypermetricemia”. The biggest symptom? Making many small changes to the product and iterating to optimize metrics, but not necessarily getting any closer to your vision."