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Avoiding the Pitfalls of
Vanity Metrics
@simplybastow
Vanity metrics
Numbers or stats that look good on paper,
but don’t really mean anything important.
SaaStock 2019 -   janna bastow
Hello!
I’m Janna Bastow
You can talk to me about product
or say hi at @simplybastow
Get the slides: bit.ly/vanity-metrics
(really big product management community)
(really nice product management tool)
Ditch yourtimelineroadmap
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
Designed to fail (and not in the good way)
Slides: bit.ly/vanity-metrics
Time
Thingstodo
Designed to fail (and not in the good way)
Slides: bit.ly/vanity-metrics
Time
Feature A
Thingstodo
Designed to fail (and not in the good way)
Slides: bit.ly/vanity-metrics
Feature A
Thingstodo
Time
Feature B
Designed to fail (and not in the good way)
Slides: bit.ly/vanity-metrics
Feature A
Thingstodo
Feature B
Time
Feature C
Designed to fail (and not in the good way)
Slides: bit.ly/vanity-metrics
Feature A
Thingstodo
Feature B
Time
Feature C
Designed to fail (and not in the good way)
Slides: bit.ly/vanity-metrics
Thingstodo
Time Due dates & duration
ALL
THE
THINGS!
Designed to fail (and not in the good way)
Slides: bit.ly/vanity-metrics
Thingstodo
Time
ALL
THE
ASSUMPTIONS!
Full of assumptions
Slides: bit.ly/vanity-metrics
You assume you know how
much work and how long
each feature is going to
take.
Assumption #1
Time
Feature A
Feature B
Feature C
Slides: bit.ly/vanity-metrics
You assume that nothing else is
going to disrupt your timeline.
Assumption #2
Time
Slides: bit.ly/vanity-metrics
You assume that each
feature will work
as soon as it is
launched.
Assumption #3
✔
✔
✔
Slides: bit.ly/vanity-metrics
You assume that each of
these features actually
deserves to exist!
Assumption #4
✔
✔
✔
Slides: bit.ly/vanity-metrics
The grand assumption:
Nothing’s going to change.
Made up release dates
Development death marches
Mismanaged expectations
Missed market opportunities
Building the wrong thing
Sad team
What could possibly go wrong?
Slides: bit.ly/vanity-metrics
SaaStock 2019 -   janna bastow
You might be
an enterprise
if...
What kind of organisation are you?
Nimble
and lean
Slow and risk-averse
Slides: bit.ly/vanity-metrics
What kind of organisation are you?
Discovery led Capitalizing on market
Slides: bit.ly/vanity-metrics
What kind of organisation are you?
Experimentation-driven Ruled by vanity metrics
Slides: bit.ly/vanity-metrics
So what’s going on in
these companies?
Shareholder value
Just keep growing...
Slides: bit.ly/vanity-metrics
Predictability is King
Best route to predictability
=
Small manageable chunks
Sales
R&D
HR
Marketing
Slides: bit.ly/vanity-metrics
Counterintuitive Business Decisions
Slides: bit.ly/vanity-metrics
Sales
R&D
HR
Marketing
Profit Center vs Cost Center
Slides: bit.ly/vanity-metrics
Vanity metrics
per division
Mis-incentivised Product development / R&D
OUTCOME
output
Slides: bit.ly/vanity-metrics
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
Slides: bit.ly/vanity-metrics
SaaStock 2019 -   janna bastow
No room for discovery
Mis-incentivised Sales / Marketing
Shady/lazy acquisition tactics
Have a North Star Metric
SaaStock 2019 -   janna bastow
Less is more
Slides: bit.ly/vanity-metrics
It’s a trap!
Slides: bit.ly/vanity-metrics
Product Life Cycle You are here
Introduction DeclineMaturityGrowth
Salesvolume/Usage
Slides: bit.ly/vanity-metrics
Large corporations struggle to grow
Walmart <1%
Ford <0%
Coca Cola <0%
Dow Chemical <0%
Via Janice Fraser - @clevergirl
Slides: bit.ly/vanity-metrics
Local maximum
True maximum
Slides: bit.ly/vanity-metrics
Find maximum value
Break out of local maxima
Slides: bit.ly/vanity-metrics
Innovation requires taking risks
Break out of local maxima
Chart that shows companies from 20 years ago vs today
Via Suzie Prince - @pm_suzie
“Every company that ever has or
does exist, will one day go bust.
It’s just a matter of when.”
Build in experimentation
Be a
Netflix
in a world of
Blockbusters
Ditch yourtimelineroadmap
Further reading on ditching your timeline roadmap:
www.bit.ly/growing-up-lean
Ditch vanity metrics
Ditch vanitymetrics
Ditch vanity
metrics
Measure
experiments,
not features
Speak likean Exec
Thank you!
I’m Janna Bastow
Let’s go for or and talk product
to @simplybastow or janna@prodpad.com
Slides: bit.ly/vanity-metrics

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