OKRs: Setting and Using Objectives and Key Results
OKRs (Objectives and Key Results) are a goal-setting framework used by Google, Spotify, LinkedIn, and thousands of other organisations to create alignment, focus, and measurable progress toward ambitious goals.
The OKR Structure
- Objective: A qualitative, inspirational statement of what you want to achieve. "Become the most trusted provider of digital services in our market." Ambitious, clear, and motivating.
- Key Results: 2-5 measurable outcomes that define what success looks like. "Increase NPS from 32 to 50." "Reduce churn from 8% to 5%." Key results are outcomes, not activities.
Common OKR Mistakes
- Key results that are activities rather than outcomes
- Too many OKRs — 3-5 objectives per team maximum
- Annual only — OKRs need quarterly cycles to maintain relevance
- Set-and-forget — regular check-ins that use OKRs to guide decisions
OKR Cadence
Quarterly OKRs with monthly check-ins. Annual strategic OKRs that cascade into quarterly team OKRs. Review at end of quarter: what did we achieve? What did we learn?