Even well-intentioned metrics can lead to detrimental behaviors when they become the sole focus of product teams. This phenomenon, known as Goodhart's Law, states that "when a measure becomes a target, it ceases to be a good measure."^[1] Teams often optimize for what's being measured while neglecting unmeasured aspects of the user experience. For example, a social platform optimizing for engagement metrics might amplify polarizing content that keeps users scrolling but harms community health.

These metric-driven distortions happen incrementally and often unintentionally, as teams respond rationally to the incentives placed before them. By understanding this dynamic, product teams can implement more thoughtful measurement frameworks that capture the full spectrum of value creation.

Regularly ask your team: "If we were to optimize exclusively for our current metrics, what negative behaviors might emerge?" Use these insights to refine your measurement approach.