A basic overview of the OKRs goal-setting framework

1. Jason Carlin, Q2 2020

2. &&&

3. goal-setting
framework
focus
alignment
simplicity

6. visible understandable

7. 45%
1
One study found
source

8. 95%
1
One study found
source

9. aren’t

10. OKRs are not new
John Doerr
joins Intel

11. OKRs are not exhaustive
Only critical objectives are included
(that doesn’t mean other objectives aren’t important)

12. OKRs are not roadmaps
Timeline is annual or quarterly
Workstreams are secondary
Objectives are not exhaustive

13. OKRs are not roadmaps
Timeline is annual or quarterly
Workstreams are secondary
Objectives are not exhaustive
(you still need a roadmap, buddy)

14. OKRs are not KPIs
Objectives create a narrative
OKRs are shareable and readable
OKRs don’t measure everything
…sort of

15. OKRs are not KPIs
Objectives create a narrative
OKRs are shareable and readable
OKRs don’t measure everything
(you still need KPIs, buddy)
…sort of

16. OKRs are not
easy to implement
You need to avoid common pitfalls,
human nature, and self-organization.
OKRs require discipline.

17. OKRs are not
employee evaluations
OKRs are for alignment. They’re about
the company’s goals and how each
employee contributes to achieving them.

18. are

19. , inspiring, conversational, &
uncomfortable
. They’re easy to grade with a single
number (at Google we used a 0–1.0 scale to grade each key result at
the end of a quarter).
. Good objectives set an “unrealistic”
target. The “sweet spot” for an OKR grade is .6-.7. If one consistently
gets 1.0, their OKRs aren’t ambitious enough.
Low grades shouldn’t be punished; see them as data to help refine
the next quarter’s OKRs.
Rick Klau, GV

20. Rick Klau, GV
Objectives and Key Results live in multiple levels of an organization.
Typically the company will set annual OKRs and each team will set
quarterly OKRs designed to drive toward the company’s goals.
Optionally, individuals may set personal OKRs to ensure alignment
with their team and with the company.
OKRs are layered

21. 3-5 Objectives
3–5 Key Results each
OKRs are focused

22. 3-5 Objectives
3–5 Key Results each
That’s all you get
OKRs are focused

23. Objective — Make ads that are truly useful for our users
KR 1 — Homepage banner clicks up by 150%
KR2 — HP follow-on downfunnel (HVA) actions up by 125%
KR3 — Cumulative ad revenue up by 75%
Well, maybe not always this simple,
…but you get the idea
OKRs are simple

24. Objective — Make ads that are truly useful for our users —
KR 1 — Homepage banner clicks up by 150% —
KR2 — HP follow-on downfunnel (HVA) actions up by 125% —
KR3 — Cumulative ad revenue up by 75% —
An objective’s score is the average of its KR scores
OKRs are measurable

25. Objective — Make ads that are truly useful for our users
KR 1 — Homepage banner clicks up by 150%
Key initiative 1 — Ad framework redesign
Key initiative 2 — Auction system v1
Key initiative 3 — Partner program launch
KR2 — HP follow-on downfunnel (HVA) actions up by 125%
KR3 — Cumulative ad revenue up by 75%
OKRs are executable

26. Examples

27. KR 1 — Run 10 prototype test flights
KR2 — Keep plane in the air for at least 100 feet
KR3 — Launch redesigned wings to improve lift by 25%
Teach mankind to fly
OBJECTIVE
EXAMPLES — GOOD OKRs

28. KR 1 — Increase homepage banner clicks by 150% (30-day avg)
KR2 — Increase homepage banner follow-on HVAs* by 125% (cumulative)
KR3 — Total banner ad revenue up by 75% (30-day avg)
Make ads that are truly
useful for our users
OBJECTIVE
EXAMPLES — GOOD OKRs

29. KR 1 — Launch strike-through pricing
KR2 — Increase item-saving behavior by 50%
KR3 — Launch structured reviews with 10% completion rate
Drive adoption of new
features
OBJECTIVE
EXAMPLES — GOOD OKRs

30. KR 1 — Most users view a PDP
KR2 — Add to cart engagement up 50%
KR3 — Launch redesigned PDP by July 1st
Increase PDP traffic by 25%
OBJECTIVE
EXAMPLES — BAD OKRs

31. Add-ons and extras

32. cascade

34. …but this is what it looks like

35. Individual OKRs

37. Individual OKRs

39. .
Jason Carlin, Q2 2020

40. How Google sets goals: OKRs - GV Library
Theory vs. reality in OKR
Biggest Mistakes in OKR Implementation:
Cascading OKR | LinkedIn
OKRs do not cascade - Felipe Castro
Felipe Castro OKR: Learn Google's Goal System
with Examples and Templates
WDC OKRs Check-In (5/7) - Google Slides
Brainstorm - Google Docs
WDC OKRs - Google Sheets
References
Google OKRs infographic
Measure What Matters by John Doerr
What Matters: What are OKRs goals? Explanation
and examples
OKR - Wikipedia
Management by objectives - Wikipedia
Weekdone - resources
OKRs - re:Work