Santiago Suárez

organizing principle of the company for a very long time.

It remains so, but we're playing with it.

But it started when we always hated OKRs because I found OKRs to be very heavy.

Like just so heavy.

It was like, okay, five OKRs, five OKRs per OKR.

So now we're 25 things and we got to look at just the company.

And then if you're varying purists, then you cascade them.

So suddenly you have like 150 things in OKRs.

I recently read this incredible post on Twitter by this Sequoia investor, Sean Maguire, about why X was going to win or not.

And, you know, I don't want to talk about that in particular, but it was an incredible treatise on how Elon Musk runs his companies.

And what you end up realizing is he spends all his time on the most important thing and very little time on everything else.

So I think the North Star became that because we ended up realizing in summer of 2022, equity capital markets are done.

At least for a while, we need to make money.

And it's just become a very useful organizing principle.

We're making this amount of dollars.

We're losing a lot more.

What is the first thing we can move to not lose money?

So we started with risk-adjusted margin.

Then we went to gross margin.

Then we went to gross margin minus sales and marketing.