Comment by markus_zhang

There were references of "North star" as a personal/business objective/guide before 2015. I Googled the term "My north star" and there were a book "Finding Your Own North Star" published in 2001. So it was definitely something back in 2015. There was another book published in 1997: https://www.goodreads.com/book/show/66140.Finding_Your_Own_N... but I think it is the same book and Goodread might got the year wrong. But I'll take 1997.

I found another webpage from 1987 that took "North Star" with the same concept. https://reprieve.org/uk/our-history/

> This mission is our North Star when it comes to taking on new cases and moving into new areas of work. We continue to fight for justice and save lives,

Another one from 1978: https://speeches.byu.edu/talks/j-thomas-fyans/prophet-north-...

Anyway, I do agree with Raymond (if he did think so) that business slogans are annoying.