1.
Radical Focus
Accomplish Big Goals With Objectives & Key Results
@cwodtke | cwodtke@eleganthack.com
www.eleganthack.com

2.
Once upon a time there was a start-up.

3.
Hanna

4.
Jack

5.
Restaurant
Suppliers

6.
Restaurant
Suppliers?
Hell no

7.
Those people
have no taste.

8.
Let’s talk to Jim

9.
JimLet me tell
you a story

10.
“I looked out the window at the Ferris wheel of the
Great America amusement park revolving in the
distance, then I turned back to Gordon and I asked,
“If we got kicked out and the board brought in a new
CEO, what do you think he would do?”

11.
Gordon answered without hesitation,
“He would get us out of memories.”

12.
“Why shouldn’t you and I walk out the door, come
back and do it ourselves?” Andy Grove

13.
Jim
“Let’s
pretend
we’ve
already
decided”

14.
Hire a sales
guy? Change the
website…
Hire a sales
team.

15.
Restaurant
Suppliers!
Restaurant
Suppliers!

16.
But wait,
there’s
more!

17.
OKRs
Objectives and Key Results

18.
Objectives
Key results

19.
OKRs
O: Dream
KR: Success criteria

20.
“Google did more than
adopt it,” says Doerr.
“They embraced it.”
OKRs became an essential component of Google
culture. Every employee had to set, and then
get approval for, quarterly OKRs and annual OKRs.”

21.
OKRs
O: Qualitative
Shoot for the moon dream

22.
Objective:
Establish epic
value to Northern
California
Restaurant
Suppliers
as the best tea
provider

23.
OKRs
KR: Quantitative
“How do we know we met
the objective?

24.
KR: Hire a sales guy
KR: redo the website
KR: Place ads in
Restaurant supply
magazines

25.
Jim
Those are
tasks.
Not results.

26.
KR: Reorders at 85%
KR: 20% of reorders
self-serve
KR: Revenue of
250K

27.
Jim
You want
flexibility in
the how,
not the
what.

28.
Your turn!
Objective:
KR
KR
KR

29.
OKR Test
Objective: Is it
aspirational &
qualitative?
KRs: Is it a result
or a task?
Is it measureable?
Does it take a full quarter to achieve?
Is it really hard? 50% Confidence?

30.
Objective: Establish
epic value to
suppliers
AND delight existing
customers with a
responsive customer
service team
AND new order flow online
to support reorders,
reducing calls by 50%

31.
Team reluctantly agrees
Hell no

32.
Team Wiffed them ALL

33.
I want you
to meet…

34.
Raphael

35.
You’re doing it
WRONG

36.
FOCUS

37.
1objective

38.
UNITES
EFFORTS

39.
3Key Results

40.
DEFINES
SUCCESS

41.
IT’S NOT
EVERYTHING
YOU DO

42.
IT’S WHAT YOU
HAVE TO DO

43.
CADENCE

44.
Commitment
Mondays are for promises

45.
Let me explain.

46.
DEDICATION
TO YOUR GOALS
TO YOUR TEAM

47.
Fridays are for
Wins & Wine
(or beer. or cake.)

48.
Engineering demos

49.
Engineering demos
Design demos

50.
Engineering demos
Design demos
Sales & Bizdev shares wins

51.
Engineering demos
Design demos
Sales & Bizdev shares wins
Beer

52.
Everybody needs bragging time
• Motivates team to have
something to share
• Makes you feel like part of
something special
• Show progress

53.
Back to the Team
We’re
doomed

54.
You didn't
make your
OKRs…

55.
"I don't think we're
marketing right"
"We had to deal with wrong
orders and late deliveries to
Los Gatos"
"We didn't hire a second
salesperson!"
"We had some problems
with the performance of the
site"

56.
Hold on!
Most
companies
fail the first
time they
try OKRs

57.
It’s OK.
We’re
trying
again… but
this time
One OKR for quarter

58.
One OKR for quarter
Weekly check-ins
It’s OK.
We’re
trying
again… but
this time

59.
It’s OK.
We’re
trying
again… but
this time
One OKR for quarter
Weekly check-ins
Friday Celebrations

60.
Team made 2 of 3 KRs!

61.
Metrics are growing!

62.
Series A

63.
Happily ever after?

64.
WHY CAN’T WE
GET THINGS
DONE?

65.
Important Unimportant
Urgent
Not Urgent
DO now!
Drop itPLAN it
Delegate

66.
TOMORROW
NEVER COMES

67.
OKRS
MAKE GOALS
URGENT

68.
MISSION
Start here

69.
Google
to organize the world‘s
information and make it
universally accessible and
useful

70.
Amazon
“to be Earth’s most customer-
centric company, where customers
can find and discover anything they might
want to buy online, and endeavors to offer its
customers the lowest possible prices”

71.
Philz mission is to “Better Peoples Day.”

72.
All Are
• Short (or have a mini-version)
• Clear
• Inspirational
• Memorable

73.
SET YOUR
OKRS WELL

74.
Examples
• Product is embraced by the
marketplace
• Platform delights developers and
users
• Become the community online for
creatives

75.
All Are
• Short (or have a mini-
version)
• Clear
• Inspirational
• Memorable
• Time bound

76.
Does your objective make you jump out of
bed in the morning?

77.
OBJECTIVE IS A
MISSION FOR
THREE MONTHS

78.
GOOD KEY
RESULTS

79.
HOW DO YOU
KNOW?

80.
HOW DO I KNOW?
Ratings?
Sales?
Reviews?
Blog posts?
Articles?
Tweets?
Likes?
https://gum.co/anBwA

81.
RESULTS vs
TASKS

82.
O: Book is available and
generating buzz
• Kr: Publish book on amazon
• Kr: Contact a PR person
• Kr: Give a keynote on book topic

83.
O: Book is available and
generating buzz
• Kr: Review copies out to beta
customers and 100 influencers
resulting in 5 reviews of 4< stars
• Kr: Dec sales of 1K
• Kr: 5 cold leads for talks/workshops
from book

84.
“WHAT GETS
MEASURED,
GETS
MANAGED“

85.
RADICAL
FOCUS

86.
Objective: Establish
epic value to
suppliers
AND delight existing
customers with a
responsive customer
service team
AND new order flow online
to support reorders,
reducing calls by 50%

87.
Objective:
Establish epic
value to Northern
California
Restaurant
Suppliers
as the best tea
provider

88.
Wait!
We can’t just
forget about
RevenueCodeHea
lthCustoemrSatisf
actionSalesHiring

89.
PUSH VS PROTECT
Team Health:
Distributor satisfaction Health:
Org Health
Yellow
Green
Team struggling with direction
change
Objective: Establish clear value
to distributers as a quality
tea provider
KR: Reorders at 85% 5/10
KR: 20% of reorders self-serve 5/10
KR: Revenue of 250K 5/10
OKR Confidence

90.
DO LESS,
BETTER

91.
COMMUNICATION

92.
“WHEN YOU ARE TIRED
OF SAYING IT, THEY
ARE STARTING TO
HEAR IT”
– JEFF WEINER

93.
Objective: Establish clear value
to distributers as a quality
tea provider
KR: Reorders at 85% 5/10
KR: 20% of reorders self-serve 5/10
KR: Revenue of 250K 5/10
Key Risk Factors: Need new self-serve system
up in first month
Priorities this week
Next 4 weeks - Projects
OKR Confidence
Team Health:
Distributor satisfaction Health:
Org Health
Yellow
P1
P1
P1
Green
Close deal with TLM Foods
Team struggling with direction
change
# solid sales canidates in
for interview
Passive reorder notifications
New self serve flow for distributors
Metrics for distributors on tea sales
Hire Customer service head
New Order flow
Monday

94.
Restate that goal!
It’s a conversation
Objective: Establish clear value
to distributers as a quality
tea provider
KR: Reorders at 85% 5/10
KR: 20% of reorders self-serve 5/10
KR: Revenue of 250K 5/10
Key Risk Factors: Need new self-serve system
up in first month
OKR Confidence

95.
Is our goal hurting
anything we care about?
Team Health
Code Health
Customer Satisfaction
Revenues
Team Health:
Distributor satisfaction Health:
Org Health
Yellow
Green
Team struggling with direction
change

96.
Do these efforts more us
closer to the goal?
Keep a backlog of ideas
Experiment with what impacts the
OKRs
FIGHT! ARGUE!
Priorities this week
P1
P1
P1
Close deal with TLM Foods
# solid sales canidates in
for interview
New Order flow

97.
What are we doing next
toward that goal?
Make sure everyone know what’s
happening
Ask for help
Track trains that never arrive
Next 4 weeks - Projects
Passive reorder notifications
New self serve flow for distributors
Metrics for distributors on tea sales
Hire Customer service head

98.
STATUS
EMAILS

99.
OKRS
rewritten,
reevaluated
in every
status

100.
FRIDAYS

101.
Restate the Goal in Wins
• Engineering demos
• Design shows
• Sales brags
• Customer service
stories
• Business
Development crows
• Everybody SHARES
WINS TOWARDS
GOAL

102.
“WHEN YOU ARE TIRED
OF SAYING IT, THEY
ARE STARTING TO
HEAR IT”
– JEFF WEINER

103.
PREPARE TO FAIL

104.
SAND-
BAGGING

105.
OVER
REACHING

106.
NO CADENCE

107.
FAIL & LEARN

108.
know your Mission
set your Objectives
choose your Actions
learn from your Results

109.
Radical
FOCUS

110.
BUT WAIT
THERE’S MORE

111.
GOODBYE RATRACE

112.
OBJECTIVE: BE
FINANCIALLY
STABLE, PRESERVE
HEALTH
DO WORK I LIKE.

113.
KR: EARN 30K
OVER THREE
MONTHS DOING
WORK I’D DO EVEN
IF I WASN’T PAID

114.
KR: HAVE A
MANAGEABLE
BUDGET TO
PREDICT
EXPANSES

115.
KR: ZERO ACID
REFLUX, ZERO
BACK PAIN

116.
HELLO, DREAMLIFE

117.
Thanks to my awesome students in my Designer as Founder class. Especially An, Justin, and Jack for their lead roles.
They were paid in pizza, just like a real startup.
As Harry Max for not suing me when I use his picture.

118.
Thank You
@cwodtke
www.eleganthack.com
I train companies in
techniques to make
dreams into realities.
https://gum.co/anBwA