When doing an execution/analytical case interview, don’t confuse goals with metrics.

When I run coaching sessions, a lot of people seem to confuse goals and metrics. A goal for a product sense case should be stated in simple language. Explain the problem space you hop to solve.

Bad Goals (that are just metrics):

• Increase the number of DAU

• Increase the number of sessions

• Increase engagement with content on page

Problem-Focused Goals:

• Help people find flights faster

• Help people find carpooling partners

• Reduce the time it takes to learn a skill

The items I have listed under proper goals aim to solve a problem. They are not just a list of vanity metrics like the first three listed above.