Authors and Contributors

About the Authors and Contributors

John Cutler, Lead Author

John Cutler currently works as a product evangelist at Amplitude. Prior to working at Amplitude, John was a UX researcher at AppFolio, a product manager at Zendesk,, AdKeeper and RichFX, a startup founder, and a product team coach. John’s key focus at Amplitude is helping teams foster an environment conducive to learning and fully integrating measurement into day-to-day product development.

Jason Scherschligt, Co-Author and Editor

Jason Scherschligt is a product management, user experience, and strategy executive, and a consultant, speaker, and writer. Jason has held content and product leadership roles at the Minneapolis Star Tribune newspaper, Capella University, Jostens Corporation, GoKart Labs, and Edmentum Corporation. Jason has a masters degree in English from the University of Chicago. He lives with his wife and kids outside of Minneapolis, Minnesota—the North Star state.

Amplitude Contributors

Much of this playbook is drawn from the experience of Amplitude, a product analytics SaaS company. Some of the content originally appeared in whitepapers, presentations, and blog posts from Amplitude. Amplitude has worked with thousands of product teams and leaders, and we regularly conduct workshops on a variety of product topics, including the North Star Framework. We also use the North Star Framework ourselves.

Amplitude contributors to this playbook include:

Justin Bauer – VP of Product
Sandhya Hegde – VP of Global Marketing
Abbie Kouzmanoff – Product Manager
Dana Levine – Product Manager
Parth Misry – Analytics Practice Lead
Archana Madhavan – Product Marketing
The Coach – Amplitude Team


The authors are especially grateful for the insights of the product experts who reviewed early drafts of this book.

  1. John Albrecht
  2. Micah Andrews
  3. Rami Banna
  4. Felipe Barbosa
  5. Markus Bernhardt
  6. Josh Bruce
  7. Macdara Butler
  8. Federico Casabianca
  9. Viktor Cessan
  10. Mathew Cropper
  11. Colin Curtin
  12. Bruce Epstein
  13. Megan Gleason
  14. Patrick Gregory
  15. Tristan Harward
  16. David Heath
  17. Chanade Hemming
  18. Chris Hill
  19. Catherine Hills
  20. Amy Hoy
  21. Christopher Janzen
  22. Nate Kerl
  23. Maike Küper
  24. Justin Lai
  25. Charles Lambdin
  26. Kristofer Layon
  27. Hartog de Mik
  28. Renee Murphy
  29. Tom Newton
  30. Alexa Nguyen
  31. Kieran O’Neill
  32. John Phamvan
  33. Ty Pierce
  34. Steve Portigal
  35. Lex Roman
  36. Kate Rutter
  37. Galina Ryzhenko
  38. Pavel Samsonov
  39. Rob Sehr
  40. Kurt Schmidt
  41. Michael Schofield
  42. Chris Shinkle
  43. Michal Subel
  44. Jen Swanson
  45. Stan Tead
  46. Aarthi Videep
  47. Nick White
  48. …and more (current updating from latest round of feedback)

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