News
November 10, 2025
In a new book, Meta CMO Alex Schultz argues that every organisation needs a ‘North Star’
An excerpt from ‘Click Here: The Art and Science of Digital Marketing and Advertising’, by Alex Schultz.
**Meta CMO Alex Schultz Emphasizes the Power of a Singular Focus in New Book**
In the ever-evolving landscape of digital marketing, one consistent principle remains crucial for success: having a clear and unwavering "North Star." That's the core message from Alex Schultz, Meta's Chief Marketing Officer, in his new book, "Click Here: The Art and Science of Digital Marketing and Advertising." An excerpt from the book highlights Schultz's belief that every organization, regardless of its size or industry, needs a single, unifying goal to guide its marketing efforts.
According to Schultz, this "North Star" metric acts as a compass, ensuring all marketing activities are aligned and contributing to a common objective. Without it, organizations risk scattering their resources and diluting their impact across numerous, often conflicting, initiatives. This singular focus allows for better prioritization, resource allocation, and ultimately, more effective marketing campaigns.
The book delves into the importance of identifying the *right* North Star. It's not simply about increasing revenue or boosting website traffic, although those might be contributing factors. Instead, the North Star should represent the core value the organization provides to its customers and the long-term vision for success. For example, a streaming service's North Star might be "total subscriber viewing hours," reflecting the engagement and satisfaction of its user base.
Schultz argues that this metric should be easily understood and embraced by everyone within the organization, from the marketing team to the executive leadership. When everyone is working towards the same clearly defined goal, it fosters collaboration, reduces internal friction, and allows for more data-driven decision-making.
"Click Here" promises to offer practical advice and real-world examples of how organizations can identify and implement their own North Star metrics. By providing a framework for strategic marketing, Schultz hopes to empower marketers to cut through the noise and focus on what truly matters: delivering value to customers and achieving sustainable growth. The book is expected to be a valuable resource for anyone looking to improve their marketing effectiveness in today's competitive digital environment. It emphasizes the importance of not just doing more, but doing more of what truly drives results.
In the ever-evolving landscape of digital marketing, one consistent principle remains crucial for success: having a clear and unwavering "North Star." That's the core message from Alex Schultz, Meta's Chief Marketing Officer, in his new book, "Click Here: The Art and Science of Digital Marketing and Advertising." An excerpt from the book highlights Schultz's belief that every organization, regardless of its size or industry, needs a single, unifying goal to guide its marketing efforts.
According to Schultz, this "North Star" metric acts as a compass, ensuring all marketing activities are aligned and contributing to a common objective. Without it, organizations risk scattering their resources and diluting their impact across numerous, often conflicting, initiatives. This singular focus allows for better prioritization, resource allocation, and ultimately, more effective marketing campaigns.
The book delves into the importance of identifying the *right* North Star. It's not simply about increasing revenue or boosting website traffic, although those might be contributing factors. Instead, the North Star should represent the core value the organization provides to its customers and the long-term vision for success. For example, a streaming service's North Star might be "total subscriber viewing hours," reflecting the engagement and satisfaction of its user base.
Schultz argues that this metric should be easily understood and embraced by everyone within the organization, from the marketing team to the executive leadership. When everyone is working towards the same clearly defined goal, it fosters collaboration, reduces internal friction, and allows for more data-driven decision-making.
"Click Here" promises to offer practical advice and real-world examples of how organizations can identify and implement their own North Star metrics. By providing a framework for strategic marketing, Schultz hopes to empower marketers to cut through the noise and focus on what truly matters: delivering value to customers and achieving sustainable growth. The book is expected to be a valuable resource for anyone looking to improve their marketing effectiveness in today's competitive digital environment. It emphasizes the importance of not just doing more, but doing more of what truly drives results.
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Technology