The North Star may change over time as the company grows and initial goals are achieved. As Facebook learned how to engage users more actively, their initial metric of monthly active users became obsolete and daily active users became the better yardstick. At Zillow the Play is its North Star, and a new one is selected for each year, according to the shifting needs of the business. As companies grow, they also create more product and growth teams, which have their own North Stars, even while the company may still have its one overridingly important metric. Recall that LinkedIn now focuses on
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