A recent survey by Atlassian highlights that 69% of developers lose 8 or more hours weekly due to role inefficiencies, revealing the complexities of measuring developer productivity beyond traditional metrics like lines of code and commit frequency. These metrics often fail to capture the true business impact, such as improved conversion rates or customer satisfaction, and can inadvertently encourage busywork, leading to burnout. Effective productivity measurement should involve collaboration among engineering, product, and business teams to align efforts with business objectives and appreciate the broader impact of their work. Developer Experience (DX) is crucial, as a positive environment enhances productivity by reducing cognitive load, streamlining onboarding, improving workflow efficiency, and fostering collaboration through better tools and communication channels. This holistic approach to productivity considers not just output but also quality and business impact, aiming to create an environment where developers can excel and deliver maximum value. DevZero emphasizes providing an exceptional developer experience to minimize unproductive time, and its services are available for free trial.