Objectives and Key Results
Turn a few ambitious objectives into measurable, time-bounded results
- Difficulty
- Moderate
- Time to result
- ~months to results
- Steps
- 5
- Confidence
- 98%
Objectives and Key Results separate direction from evidence. An objective names a small, high-level outcome that matters, while its key results define the specific evidence that would demonstrate progress. Each key result should be specific, measurable, actionable, realistic, and time-bounded, making the final assessment as close as possible to a clear yes-or-no judgment. The system works for personal planning as well as teams because it concentrates attention without prescribing every task. Targets should stretch the owner beyond business as usual, so incomplete attainment can still represent substantial progress. Regular reviews reveal whether activity is translating into outcomes and help refine the next period's objectives, measures, and resource allocation.
Origin
David Rosenthal described using OKRs for personal planning and traced their adoption at Google to John Doerr of Kleiner Perkins.
Core principles
- 01Focus on a small number of high-level objectives
- 02Express success through specific key results
- 03Make every key result objectively measurable
- 04Use ambitious targets that require meaningful stretch
- 05Review progress at a fixed cadence
How to run it
- 1
Select the objectives
Choose a small, finite set of high-level outcomes for the planning period. Each objective should be important enough to influence priorities.
Pro tip Use outcome-oriented language rather than listing projects.
Watch out Too many objectives eliminate focus.
- 2
Define key results
Create measurable results that provide evidence for each objective. Make them specific, actionable, realistic, and time-bounded.
Pro tip Phrase each result so an independent reviewer could grade it.
Watch out Do not use recurring activities as substitutes for outcomes unless the activity itself is the intended result.
- 3
Set stretch targets
Choose targets that demand meaningful improvement rather than guaranteeing completion. Calibrate ambition so misses can generate useful learning.
Pro tip Distinguish stretch OKRs from non-negotiable operational commitments.
Watch out Treating every stretch miss as failure encourages sandbagging.
- 4
Review execution
Check progress during the period and identify blockers without casually rewriting the target. Use the review to redirect effort toward the most consequential gaps.
Pro tip Review often enough to change behavior before the deadline.
Watch out Constantly changing key results destroys accountability.
- 5
Grade and learn
Assess each key result at the end of the period using the stated measure. Carry the lessons, not automatically the same goals, into the next cycle.
Pro tip Discuss whether the measure reflected real value, not merely whether it was achieved.
Watch out Do not reward easy targets more highly than valuable stretch goals.
In the wild
David's high-level objective was to help his portfolio companies. One key result translated that broad intention into a concrete commitment: spending at least 15 hours per quarter face to face with each founder of each portfolio company he worked with.
→ The objective became measurable enough to review clearly at the end of the quarter.
Common mistakes
Writing vague key results
A phrase such as “support the team more” cannot be graded consistently and provides little guidance during execution.
Creating too many objectives
An expansive list turns the system into a task inventory instead of a prioritization mechanism.
Sandbagging for perfect completion
Choosing only certain-to-succeed targets removes the stretch intended to produce exceptional progress.
Is it for you?
Best for
They are best for individuals and teams coordinating ambitious work across a quarter or another fixed planning period.
Not ideal for
They are not ideal for routine operational tasks that are better managed through standard procedures or service-level targets.
From the transcript
“the idea is that you set a small, finite number of objectives for yourself in any period.”
“the key results have to be smart. So specific, measurable, actionable, realistic, and time-bounded.”
“The concept is you should really stretch yourself and achieve half or less of your key results.”
From the episode
Midroll + Stitcher (acquired by Scripps)