Thanks for bringing up this question — it comes up often. Say you have a product that is a marketplace. In that case you’re serving buyers and sellers. So the question often comes up, can we have 2 North Stars, one for the buyer-side and one for the seller-side? The answer is that it’s really important to have a single North Star — there’s nothing like a clear vision to propel you forward. Even if you have this marketplace problem, your vision must be to serve a specific customer segment. But to serve that customer segment, you may need to also make other groups happy (e.g. Say that buyers are your chosen customer segment. In a marketplace buyers wont be happy if there are no merchants selling anything on that platform. So you’ll need to also do enough to encourage merchants to be there). But your primary focus needs to be on one. You may need to trade-off whom you make happy occasionally — here’s a post to introduce the concept of Sustainability i.e. how to trade off between sailing towards your Vision vs. staying alive long enough to reach your vision. https://medium.com/radical-product/sustainability-surviving-long-enough-to-achieve-your-vision-67a46fc59850