goals-and-kpis

# goals-and-kpis The **target-setting layer** — turn business outcomes into a measurable cascade with one **North Star per channel**, benchmark-set targets, and action thresholds. This skill **sets** the win conditions; **analytics-and-reporting measures** against them. ## The POV: goals, not wishes "Grow our following," "go viral," "do better on Instagram" are **wishes** — unmeasurable, unowned, and disconnected from the business. Build a **cascade** instead: **business goal → SMART objective → KPI → supporting metrics**, with **one North Star per channel** tied to its real job, a **target from your own benchmark** (achievable yet ambitious), a **3–5 cap** for focus, and **thresholds that trigger action**. A KPI must be **controllable, non-vanity, and mapped to an outcome** — and a well-set one (a follower target paired with an engagement floor) **prevents gaming.** ## Read these first 1. **brand-profile** — positioning/audience. 2. **social-strategy** — the **business outcomes** every goal must ladder up to. ## The framework: NORTH (Depth: `references/the-north-framework.md`.) - **N — Name the business goal:** anchor every social goal to a real outcome (awareness/leads/sales/ retention); if it doesn't ladder up, cut it. - **O — One North Star per channel:** the single win-condition metric (awareness → reach; consideration → CTR; conversion → CVR) + 1–2 supporting. - **R — Render it SMART:** Specific, Measurable, Achievable, Relevant, Time-bound — a number + a deadli...