5% Impact Rule

A key principle for standing out in a company is to work on projects that can meaningfully impact core metrics. Here's how to apply the 5% rule.

Core Concept

• Only work on projects that can move company-level metrics by at least 5%
• Avoid projects that, even if successful, won't meaningfully impact key metrics
• Use this as a filter to decide which projects are worth your time

How to Apply It

• Look at the company's main dashboard/KPIs
• Ask yourself: "If this project succeeds, which metrics will it change?"
• Go through subdivisions and departments to find impactful opportunities
• If a successful project won't move metrics by 5%, reconsider if it's worth doing

Real World Example

• At Twitter post-acquisition:
  • Team was assigned to work on project X
  • Reviewed company dashboard metrics
  • Realized even complete success wouldn't move key metrics significantly
  • Pivoted to more impactful projects that could drive meaningful change

Benefits

• Forces focus on high-impact work
• Helps avoid getting stuck on low-value projects
• Makes you more valuable to the company
• Positions you as someone who drives meaningful results

Key Mindset

• Carry yourself like someone who can move company metrics
• This mindset becomes self-fulfilling
• Raises your standards for what projects you take on
• Helps you become the person who delivers significant impact