07 May foretunes13
The North Star is the superordinate brand promise which should be drawn from the mathematically derived, choice drivers. Because the North Star is a brand promise, it must be matched with customer experience. Indeed, the North Star is the link between brand and CEX. The greatest risks associated with developing a North Star is when it is developed using opinion (e.g. HiPPO – highest paid person’s opinion) or instinct and not using science to derive the customers’ choice drivers. In that case, the North Star runs the distinct risk of becoming a distraction from the commercial goals of the enterprise.