By: Henry Lawson

Last Tuesday, I watched a CEO experience an unexpected moment of reflection in real-time.

He’d just finished presenting his company’s “AI transformation roadmap” to his board. Automated customer service. AI-powered sales. Algorithmic decision-making.

“We’re aiming for about 73% more efficiency by the end of Q3,” he shared with the team.

Then I asked him: “If every company has the same AI tools doing the same things with efficiency improvements, what exactly will set you apart?”

Silence.

The Race that Nobody Will Win

McKinsey suggests companies may spend up to $73 billion on AI transformation this year. Each dollar is pursuing a similar goal: improving efficiency.

Here’s what that could lead to: Your competitor’s chatbot might sound remarkably similar to yours. Every website could appear as though it’s been designed by the same algorithm. Customer journeys are so optimized that they could be nearly indistinguishable. Companies are achieving impressive efficiency while facing customer attrition.

I refer to this as the “Optimization Paradox.” The more you focus on optimizing efficiency, the less likely you are to leave a lasting impression.

The Pattern Winners Follow

While many businesses pursue an automated future, another group of companies is finding success in ways that might seem less conventional.

Spotify doesn’t have the largest song catalog. They have “Wrapped” – an experience so engaging that millions of people spend hours reflecting on their year in music. Their “North Star” Metric isn’t “songs streamed.” It’s “time spent discovering.”

Peloton doesn’t just sell exercise bikes. They sell the experience of an instructor remembering your username during a live class at 6 AM. Their North Star isn’t “units sold.” It’s “workouts completed together.”

Airbnb doesn’t have the largest number of listings. They have hosts who go the extra mile by leaving handwritten neighborhood guides. Their North Star isn’t “bookings.” It’s “nights where strangers become friends.”

These companies recognize something that others may overlook: In a world where everything functions seamlessly, the differentiator often lies in how you make people feel.

Finding Your North Star

Last spring, I visited a Fortune 500 retailer that was overwhelmed by metrics. They tracked everything: conversion rates, cart abandonment, session duration, and satisfaction scores. Hundreds of KPIs. Millions in analytics software.

Their head of strategy showed me their war room. Dashboards everywhere. Real-time data streams. Heat maps. Journey maps. So much data, it was almost overwhelming.

“What’s your North Star Metric?” I asked.

“All of them,” he replied.

That’s when I realized they might face significant challenges ahead.

Six months later, they had invested $12 million in improvements. Customer satisfaction hadn’t shown any significant changes. Why? They were attempting to optimize everything, rather than focusing on what truly mattered.

Your North Star Metric is the single number that, when it improves, signals that you’re headed in the right direction. It reflects the moment customers find real value in what you offer.

Facebook doesn’t focus on “users.” They focus on “daily active users” – those who continue to engage every day.

Slack doesn’t just measure “messages.” They track how quickly they help teams reach the “2,000 messages sent” milestone – a point where teams can’t imagine working without them.

Your North Star isn’t about what customers do in isolation. It’s about the moment they realize they can’t imagine life without your product or service.

Strategic Neglect

The hardest part isn’t selecting what to improve. It’s deciding what to consciously leave behind.

Rory Sutherland calls it “Reverse Benchmarking” – the ability to allow some aspects of your business to remain underwhelming, so others can stand out.

Take Moxy hotels. While many competitors focus on improving room amenities (nicer beds, bigger TVs, fancier bathrooms), Moxy saw a different opportunity.

Their insight? After checkout at 11 AM, their business hotel guests felt “homeless,” with no place to work before their afternoon flights.

So they reduced the size of their rooms and invested heavily in creating vibrant lobbies and workspaces. Moxy designed hotels as 24/7 hangout spaces that just happen to have rooms upstairs.

The brilliance is that competitors cannot easily replicate their approach.

Their entire business model revolves around ignoring the things that others obsess over.

Their spreadsheets don’t even have a column for it.

Photo Courtesy: Ideogram

The Choice

Two paths ahead:

Path One: Track and focus on improving every metric. Prioritize efficiency. Watch as competitors mirror each enhancement. Wonder why it still doesn’t seem to make a difference.

Path Two: Find your North Star and identify the key experiences that support it. Make those experiences so compelling that customers might choose to pay for the feeling alone. Let everything else remain functional. Watch competitors copy your features but miss the deeper focus.

The companies that succeed won’t be those that strive for perfection in every area. They’ll be the ones with the courage to excel in a few things that truly make an emotional connection with their customers.

The battlefield has shifted.

Stop trying to fight on every front.

Choose the hill that matters most.

Then fully own it.

Your North Star is out there. Every day you delay finding it, you could be optimizing toward irrelevance. What will you choose to focus on? And what will you have the courage to let go?

The answer to these questions will determine whether your business thrives in the coming years.