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Choose the metric that best represents the impact you want to create

Most companies set revenue goals but never define what success actually looks like.

This module helps you identify the metric your company is truly trying to grow toward — so your strategy, decisions, and priorities stay aligned over time.

It can be used on its own, or as part of the Growth Decisions Canvas — a system that helps growth companies make clearer, more profitable decisions.

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Example output

“Help 100,000 companies make more profitable growth decisions by 2035.”

See a filled canvas example

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Step 1: Start With What You Know

Reconnect with the problem your company is intentionally building around.

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What drives us to do what we do?

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Instructions:

Review your mission statement before moving forward.

Your Ultimate Goal should feel like a natural extension of the problem you're trying to solve and the impact you want to create.

Avoid choosing a metric that sounds impressive but has no connection to your actual mission.

Step 2: Define Success Metric

Pick the one metric that best represents success for your business.

• AI Suggestions

@Yarin Gaon:

Instructions

Choose a metric that represents the long-term impact/success your company wants to create.

A strong Success Metric should:

• represent meaningful customer impact
• help guide strategic decisions
• influence what your company prioritizes over time

Avoid vanity metrics that sound impressive but don’t help guide the business.

• Examples

Step 3: Filter down your potential metrics

Pressure-test your metric before committing to it.

[Move each segment through all three filters.]

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Measures Impact?

If we achieved this metric at scale, would we genuinely feel successful?

• Good metrics usually:

[Copy-paste from previous step]

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→ Strategic Filer?

Would this metric help us decide what to focus on?

• Examples

[Copy-paste from previous filter]

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Single Chosen Metric

What is the one metric that represents “success”?

[Copy-paste a single metric]

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Instructions

Run each metric idea through both filters.

If a metric fails either one, keep refining.

The goal is to find a metric that both:

1. represents real impact
2. helps guide strategic decisions

Step 4: Start from Today

Ground your goal in where you are right now.

Step 3: Stretch the Vision

Grow your metric step by step until it stops feeling realistic.

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