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Accomplish Big Goals
With Objectives &
Key Results
@cwodtke | cwodtke@eleganthack.com
www.eleganthack.com
I have worked many great places
and done many impossible things.
Along the way, I have learned
important lessons I’m here ...
Don’t get sued
Once upon a time there was a start-up.
Hanna
Jack
Restaurant
Suppliers
Restaurant
Suppliers?
Hell no
Let’s talk to Jim
JimLet me tell
you a story
“I looked out the window at the Ferris wheel of the Great America
amusement park revolving in the distance, then I turned ...
Gordon answered without hesitation,
“He would get us out of memories.”
“Why shouldn’t you and I walk out the door, come back and do it
ourselves?” Andy Grove
Jim
“let’s
pretend
we’ve
already
decided”
Hire a sales
guy? Change the
website…
Hire a sales
team.
Restaurant
Suppliers!
Restaurant
Suppliers!
But wait,
there’s
more!
OKRs
Objectives and Key Results
OKRs
Objectives
Key results
OKRs
O: Dream
KR: Success criteria
“Google did more than
adopt it,” says Doerr.
“They embraced it.”
OKRs became an essential component of Google
culture. Eve...
OKRs
O: Qualitative
Shoot for the moon dream
Objective:
Establish epic
value to Northern
California
Restaurant
Suppliers
as the best tea
provider
OKRs
KR: Quantitative
“How do we know we met
the objective?
KR: Hire a sales guy
KR: redo the website
KR: Place ads in
Restaurant supply
magazines
Jim
Those are
tasks.
Not results.
KR: Reorders at 85%
KR: 20% of reorders
self-serve
KR: Revenue of
250K
Jim
You want
flexibility in
the how,
not the
what.
Your turn!
Objective:
KR
KR
KR
OKR Test
Objective: Is it
aspirational &
qualitative?
KRs: Is it a result or
a task?
Is it measureable?
Does it take a ful...
Objective: Establish
epic value to
suppliers
AND delight existing
customers with a
responsive customer
service team
AND ne...
Team reluctantly agrees
Hell no
Team Wiffed ALL
I want you
to meet…
Raphael
You’re doing it
WRONG
FOCUS
objective
UNITES EFFORTS
Key Results
DEFINES SUCCESS
IT’S NOT
EVERYTHING
YOU DO
IT’S WHAT YOU
HAVE TO DO
CADENCE
Commitment
Mondays are for promises
Objective: Establish clear value to
distributers as a quality tea
provider
KR: Reorders at 85% 5/10
KR: 20% of reorders se...
Objective: Establish clear value to
distributers as a quality tea
provider
KR: Reorders at 85% 5/10
KR: 20% of reorders se...
Objective: Establish clear value to
distributers as a quality tea
provider
KR: Reorders at 85% 5/10
KR: 20% of reorders se...
Objective: Establish clear value to
distributers as a quality tea
provider
KR: Reorders at 85% 5/10
KR: 20% of reorders se...
Objective: Establish clear value to
distributers as a quality tea
provider
KR: Reorders at 85% 5/10
KR: 20% of reorders se...
DEDICATION
TO YOUR GOALS
TO YOUR TEAM
Fridays are for
Wins & Wine
(or beer. or cake.)
Engineering demos
Engineering demos
Design demos
Engineering demos
Design demos
Sales & Bizdev shares wins
Engineering demos
Design demos
Sales & Bizdev shares wins
Beer
Everybody needs bragging time
• Motivates team to have
something to share
• Makes you feel like part of
something special
...
Back to the Team
We’re
doomed
You didn't
make your
OKRs…
"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 ...
Hold on!
Most
companies
fail the first
time they
try OKRs
It’s OK.
We’re
trying
again… but
this time
One OKR for quarter
One OKR for quarter
Weekly check-ins
It’s OK.
We’re
trying
again… but
this time
It’s OK.
We’re
trying
again… but
this time
One OKR for quarter
Weekly check-ins
Friday Celebrations
Team made 2 of 3 KRs!
Metrics are growing!
Series A
Happily ever after?
WHY CAN’T WE
GET THINGS
DONE?
RADICAL FOCUS
Objective: Establish
epic value to
suppliers
AND delight existing
customers with a
responsive customer
service team
AND ne...
Objective:
Establish epic
value to Northern
California
Restaurant
Suppliers
as the best tea
provider
Wait!
We can’t just
forget about
RevenueCodeHeal
thCustoemrSatisfa
ctionSalesHiring
PUSH VS PROTECT
Team Health:
Distributor satisfaction Health:
Org Health
Yellow
Green
Team struggling with direction
chang...
COMMUNICATION
“WHEN YOU ARE TIRED
OF SAYING IT, THEY ARE
STARTING TO HEAR IT”
– JEFF WEINER
Objective: Establish clear value to
distributers as a quality tea provider
KR: Reorders at 85% 5/10
KR: 20% of reorders se...
Restate that goal!
It’s a conversation
Objective: Establish clear value to
distributers as a quality tea provider
KR: Reor...
Do these efforts more us
closer to the goal?
Keep a backlog of ideas
Experiment with what impacts the
OKRs
FIGHT! ARGUE!
P...
What are we doing next
toward that goal?
Make sure everyone know what’s
happening
Ask for help
Track trains that never arr...
Is our goal hurting
anything we care about?
Team Health
Code Health
Customer Satisfaction
Revenues
Team Health:
Distributo...
STATUS EMAILS
OKRS rewritten,
reevaluated in
every status
FRIDAYS
Restate the Goal in Wins
• Engineering demos
• Design shows
• Sales brags
• Customer service
stories
• Business
Developmen...
“WHEN YOU ARE TIRED
OF SAYING IT, THEY ARE
STARTING TO HEAR IT”
– JEFF WEINER
Important Unimportant
Urgent
Not Urgent
DO now!
Drop itPLAN it
Delegate
TOMORROW
NEVER COMES
MAKE IT URGENT
PLAN
JUST DO IT
LIES!
MISSION
Start here
Google
to organize the world‘s
information and make it
universally accessible and
useful
Amazon
“to be Earth’s most customer-
centric company, where customers
can find and discover anything they might
want to bu...
Philz mission is to “Better Peoples Day.”
All Are
• Short (or have a mini-version)
• Clear
• Inspirational
• Memorable
SET YOUR OKRS
WELL
Examples
• Product is embraced by the
marketplace
• Platform delights developers and
users
• Become the community online f...
All Are
• Short (or have a mini-
version)
• Clear
• Inspirational
• Memorable
Does your objective make you jump out
of bed in the morning?
OBJECTIVE IS A
MISSION FOR
THREE MONTHS
GOOD KEY
RESULTS
HOW DO YOU
KNOW?
HOW DO I KNOW?
Ratings?
Sales?
Reviews?
Blog posts?
Articles?
Tweets?
Likes?
RESULTS vs TASKS
O: Book is available and
generating buzz
• Kr: Publish book on amazon
• Kr: Contact a PR person
• Kr: Give a keynote on bo...
O: Book is available and
generating buzz
• Kr: Review copies out to beta
customers and 100 influencers
resulting in 5 revi...
“WHAT GETS
MEASURED, GETS
MANAGED“
PETER DRUCKER
PREPARE TO FAIL
SAND-
BAGGING
OVER
REACHING
NO CADENCE
FAIL & LEARN
know your Mission
set your Objectives
choose your Actions
learn from your Results
do MOAR
BUT WAIT
THERE’S MORE
GOODBYE RATRACE
OBJECTIVE: BE
FINANCIALLY
STABLE, PRESERVE
HEALTH
DO WORK I LIKE.
KR: EARN 30K
OVER THREE
MONTHS DOING
WORK I’D DO EVEN
IF I WASN’T PAID
KR: HAVE A
MANAGEABLE
BUDGET TO
PREDICT
EXPANSES
KR: ZERO ACID
REFLUX, ZERO
BACK PAIN
HELLO, DREAMLIFE
Thanks to my awesome students in my Designer as Founder class. Especially
An, Justin, and Jack for their lead roles.
They ...
Thank You
@cwodtke
www.cwodtke.com
I coach teams and
individuals to make
dreams into realities.
New Book coming soon!
Get ...
Tips on OKRS
• Set only 1 OKR for the
company, unless you have
multiple business lines. It’s
about focus.
• OKRs are not t...
FUNDAMENTALS
MISSION
Find your North Star
Google
to organize the world‘s
information and make it
universally accessible and
useful
Amazon
“to be Earth’s most
customer-centric
company, where customers can
find and discover anything they might
want to buy...
Philz mission is to “Better Peoples Day.”
Eatclub
Bring Joy to Work
through Food
All Are
• Short (or have a mini-
version)
• Clear
• Inspirational
WHAT’S YOUR
MISSION?
SET YOUR OKRS
WELL
Examples
• Product is embraced by the
marketplace
• Platform delights
developers and users
• Become the community
All Are
• Short (or have a mini-
version)
• Clear
• Inspirational
• Memorable
Does your objective make you jump out of
bed in the morning?
Is it hard to do (but possible with effort) in one
quarter?
GOOD KEY
RESULTS
HOW DO YOU
KNOW?
HOW DO I KNOW?
Ratings?
Sales?
Reviews?
Blog posts?
Articles?
Tweets?
Likes?
RESULTS vs TASKS
O: Book is available and
generating buzz
• Kr: Publish book on amazon
• Kr: Contact a PR person
• Kr: Give a keynote on bo...
O: Book is available and
generating buzz
• Kr: Review copies out to beta
customers and 100 influencers
resulting in 5 revi...
“WHAT GETS
MEASURED, GETS
MANAGED“
Rule of thumb for product
OKRs
KR 1: Revenue
KR 2: Adoption or usage (users)
Kr 3: Satisfaction
ARE MY GOALS
DIFFICULT?But not impossible
PLANNING WITH
OKRS
THE CONE OF UNCERTAINTY
I can predict
what will
happen
tomorrow
I can guess
about next
month
I’m lying to myself
if I say ...
4 O, 3 KRS
O: POSITION BOOK
IN MARKETPLACE
Kr: book published
digitally on amazon
Kr: review copies out to
beta customers and 100
inf...
Act as if it were true
Until it’s proven wrong
Then adjust
COMMIT WEEKLY
Objective: Establish clear value to
distributers as a quality tea provider
KR: Reorders at 85% 5/10
KR: 20% of reorders se...
SLOT IN EFFORTS TOWARD
OBJECTIVE
Keep a backlog of ideas
Experiment with what impacts the
OKRs
Priorities this week
P1
P1
...
HEADS UP
Make sure everyone know what’s
happening
Ask for help
Track trains that never arrive
Next 4 weeks - Projects
Pass...
IS CONFIDENCE UP OR
DOWN?
It’s a conversation
Objective: Establish clear value to
distributers as a quality tea provider
K...
Health Metrics
Team Health
Code Health
Customer Satisfaction
Revenues
Team Health:
Distributor satisfaction Health:
Org He...
PUSH VS PROTECT
Team Health:
Distributor satisfaction Health:
Org Health
Yellow
Green
Team struggling with direction
chang...
STATUS EMAILS
CELEBRATE
Who celebrates?
• Engineering demos
• Design shows
• Sales brags
• Customer service stories
• Business Development crows
•...
LEARN
SAY DO
]
Why?
WHY?
“WHEN YOU ARE
TIRED OF SAYING IT,
THEY ARE STARTING
TO HEAR IT”
HOW TO
ARE MY GOALS
DIFFICULT?But not impossible
Timeline
2 weeks before the end of
the quarter, your know
how you’ve done with
your OKRs
Timeline
2 weeks before the
quarter, start setting
OKRs
Timeline EoQ
1. Review OKRs, and call
them
2. Write out
accomplishments
Timeline B0Q
1. Gather company input
2. Execs set company
goals
3. Teams set goals
Team goals
• Pick as aspect of the
company OKRs you can
own
• Make new OKRs from it
PERFORMANCE
Performance Reviews
Don’t
• Wait until he end of the
year
• Base them on OKR
completion (leads to
sandbagging)
• Dawdle or...
Thanks to my awesome students in my Designer as Founder class. Especially
An, Justin, and Jack for their lead roles.
They ...
Accomplish Big Goals With Objectives & Key Results (Christina Wodtke)
Accomplish Big Goals With Objectives & Key Results (Christina Wodtke)
Accomplish Big Goals With Objectives & Key Results (Christina Wodtke)
Accomplish Big Goals With Objectives & Key Results (Christina Wodtke)
Accomplish Big Goals With Objectives & Key Results (Christina Wodtke)
Accomplish Big Goals With Objectives & Key Results (Christina Wodtke)
Accomplish Big Goals With Objectives & Key Results (Christina Wodtke)
Accomplish Big Goals With Objectives & Key Results (Christina Wodtke)
Accomplish Big Goals With Objectives & Key Results (Christina Wodtke)
Accomplish Big Goals With Objectives & Key Results (Christina Wodtke)
Accomplish Big Goals With Objectives & Key Results (Christina Wodtke)
Accomplish Big Goals With Objectives & Key Results (Christina Wodtke)
Accomplish Big Goals With Objectives & Key Results (Christina Wodtke)
Accomplish Big Goals With Objectives & Key Results (Christina Wodtke)
Accomplish Big Goals With Objectives & Key Results (Christina Wodtke)
Accomplish Big Goals With Objectives & Key Results (Christina Wodtke)
Accomplish Big Goals With Objectives & Key Results (Christina Wodtke)
Accomplish Big Goals With Objectives & Key Results (Christina Wodtke)
Accomplish Big Goals With Objectives & Key Results (Christina Wodtke)
Accomplish Big Goals With Objectives & Key Results (Christina Wodtke)
Accomplish Big Goals With Objectives & Key Results (Christina Wodtke)
Accomplish Big Goals With Objectives & Key Results (Christina Wodtke)
Accomplish Big Goals With Objectives & Key Results (Christina Wodtke)
Accomplish Big Goals With Objectives & Key Results (Christina Wodtke)
Accomplish Big Goals With Objectives & Key Results (Christina Wodtke)
Accomplish Big Goals With Objectives & Key Results (Christina Wodtke)
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Accomplish Big Goals With Objectives & Key Results (Christina Wodtke)

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Session slides from Future Insights Live, Vegas 2015:
https://futureinsightslive.com/las-vegas-2015/

Christina Wodtke has devoted her career to tackling monumental tasks. She’s helped grow companies like LinkedIn, Yahoo, and the New York Times. Nowadays she works with startups and entrepreneurs, sharing her strategies for success and inspiring them to pursue big goals and outlandish dreams. Christina knows how to inspire diverse teams to work together, going all out in pursuit of a single, ultra-challenging goal. Hint: It’s not about to-do lists and accountability charts. How do you get your team to commit to bold goals? How do you stay motivated despite setbacks and disappointments? And is failure ever a viable option? Christina Wodtke will demonstrate how she uses objectives and key results to help teams tackle and realize big goals in a methodical way, leaving nothing to chance. You’ll learn the beauty of a good fail and how regular check-ins can keep you on track to success.

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Accomplish Big Goals With Objectives & Key Results (Christina Wodtke)

  1. Accomplish Big Goals With Objectives & Key Results @cwodtke | cwodtke@eleganthack.com www.eleganthack.com
  2. I have worked many great places and done many impossible things. Along the way, I have learned important lessons I’m here to share, including…
  3. Don’t get sued
  4. Once upon a time there was a start-up.
  5. Hanna
  6. Jack
  7. Restaurant Suppliers
  8. Restaurant Suppliers? Hell no 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. OKRs 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 ALL
  33. I want you to meet…
  34. Raphael
  35. You’re doing it WRONG
  36. FOCUS
  37. objective
  38. UNITES EFFORTS
  39. Key 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. 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 Priorities this week Next 4 weeks - Projects OKR Confidence Team Health: Distributor satisfaction Health: Health Yellow P1 P1 P1 Green Close deal with TLM Foods Team struggling with direction change 3 solid sales candidates 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 Spec’d
  46. 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 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 3 solid sales candidates 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 Spec’d Commitment!
  47. 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 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 3 solid sales candidates 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 Spec’d Commitment! Heads up!
  48. 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 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 3 solid sales candidates 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 Spec’d Commitment! Heads up! Discussion & Support!
  49. 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 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 3 solid sales candidates 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 Spec’d Commitment! Heads up! Discussion & Support! Protect what matters
  50. DEDICATION TO YOUR GOALS TO YOUR TEAM
  51. Fridays are for Wins & Wine (or beer. or cake.)
  52. Engineering demos
  53. Engineering demos Design demos
  54. Engineering demos Design demos Sales & Bizdev shares wins
  55. Engineering demos Design demos Sales & Bizdev shares wins Beer
  56. Everybody needs bragging time • Motivates team to have something to share • Makes you feel like part of something special • Show progress
  57. Back to the Team We’re doomed
  58. You didn't make your OKRs…
  59. "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"
  60. Hold on! Most companies fail the first time they try OKRs
  61. It’s OK. We’re trying again… but this time One OKR for quarter
  62. One OKR for quarter Weekly check-ins It’s OK. We’re trying again… but this time
  63. It’s OK. We’re trying again… but this time One OKR for quarter Weekly check-ins Friday Celebrations
  64. Team made 2 of 3 KRs!
  65. Metrics are growing!
  66. Series A
  67. Happily ever after?
  68. WHY CAN’T WE GET THINGS DONE?
  69. RADICAL FOCUS
  70. 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%
  71. Objective: Establish epic value to Northern California Restaurant Suppliers as the best tea provider
  72. Wait! We can’t just forget about RevenueCodeHeal thCustoemrSatisfa ctionSalesHiring
  73. 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
  74. COMMUNICATION
  75. “WHEN YOU ARE TIRED OF SAYING IT, THEY ARE STARTING TO HEAR IT” – JEFF WEINER
  76. 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
  77. 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
  78. 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
  79. 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
  80. 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
  81. STATUS EMAILS
  82. OKRS rewritten, reevaluated in every status
  83. FRIDAYS
  84. Restate the Goal in Wins • Engineering demos • Design shows • Sales brags • Customer service stories • Business Development crows • Everybody SHARES WINS TOWARDS GOAL
  85. “WHEN YOU ARE TIRED OF SAYING IT, THEY ARE STARTING TO HEAR IT” – JEFF WEINER
  86. Important Unimportant Urgent Not Urgent DO now! Drop itPLAN it Delegate
  87. TOMORROW NEVER COMES
  88. MAKE IT URGENT
  89. PLAN
  90. JUST DO IT
  91. LIES!
  92. MISSION Start here
  93. Google to organize the world‘s information and make it universally accessible and useful
  94. 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”
  95. Philz mission is to “Better Peoples Day.”
  96. All Are • Short (or have a mini-version) • Clear • Inspirational • Memorable
  97. SET YOUR OKRS WELL
  98. Examples • Product is embraced by the marketplace • Platform delights developers and users • Become the community online for creatives
  99. All Are • Short (or have a mini- version) • Clear • Inspirational • Memorable
  100. Does your objective make you jump out of bed in the morning?
  101. OBJECTIVE IS A MISSION FOR THREE MONTHS
  102. GOOD KEY RESULTS
  103. HOW DO YOU KNOW?
  104. HOW DO I KNOW? Ratings? Sales? Reviews? Blog posts? Articles? Tweets? Likes?
  105. RESULTS vs TASKS
  106. O: Book is available and generating buzz • Kr: Publish book on amazon • Kr: Contact a PR person • Kr: Give a keynote on book topic
  107. 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
  108. “WHAT GETS MEASURED, GETS MANAGED“ PETER DRUCKER
  109. PREPARE TO FAIL
  110. SAND- BAGGING
  111. OVER REACHING
  112. NO CADENCE
  113. FAIL & LEARN
  114. know your Mission set your Objectives choose your Actions learn from your Results
  115. do MOAR
  116. BUT WAIT THERE’S MORE
  117. GOODBYE RATRACE
  118. OBJECTIVE: BE FINANCIALLY STABLE, PRESERVE HEALTH DO WORK I LIKE.
  119. KR: EARN 30K OVER THREE MONTHS DOING WORK I’D DO EVEN IF I WASN’T PAID
  120. KR: HAVE A MANAGEABLE BUDGET TO PREDICT EXPANSES
  121. KR: ZERO ACID REFLUX, ZERO BACK PAIN
  122. HELLO, DREAMLIFE
  123. 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.
  124. Thank You @cwodtke www.cwodtke.com I coach teams and individuals to make dreams into realities. New Book coming soon! Get notified at alert.theexecutionerstale. com
  125. Tips on OKRS • Set only 1 OKR for the company, unless you have multiple business lines. It’s about focus. • OKRs are not the only thing you do, they are the one thing you must do. Expect people to keep the ship running • Give yourself 3 months for an OKR. How bold is it if you can do it in a week? • Keep the metrics out of the • In the weekly check in, open with company OKR then do groups • OKRs cascade; set company OKRs, then groups/roles, and then individual’s. • Weekly OKR check in is a conversation. Be sure to discuss change in confidence, health metrics and priorities • Encourage employees to suggest company OKRs.Learn more: http://www.eleganthack.com/the-art-of-the-okr/
  126. FUNDAMENTALS
  127. MISSION Find your North Star
  128. Google to organize the world‘s information and make it universally accessible and useful
  129. 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
  130. Philz mission is to “Better Peoples Day.”
  131. Eatclub Bring Joy to Work through Food
  132. All Are • Short (or have a mini- version) • Clear • Inspirational
  133. WHAT’S YOUR MISSION?
  134. SET YOUR OKRS WELL
  135. Examples • Product is embraced by the marketplace • Platform delights developers and users • Become the community
  136. All Are • Short (or have a mini- version) • Clear • Inspirational • Memorable
  137. Does your objective make you jump out of bed in the morning?
  138. Is it hard to do (but possible with effort) in one quarter?
  139. GOOD KEY RESULTS
  140. HOW DO YOU KNOW?
  141. HOW DO I KNOW? Ratings? Sales? Reviews? Blog posts? Articles? Tweets? Likes?
  142. RESULTS vs TASKS
  143. O: Book is available and generating buzz • Kr: Publish book on amazon • Kr: Contact a PR person • Kr: Give a keynote on book topic
  144. 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
  145. “WHAT GETS MEASURED, GETS MANAGED“
  146. Rule of thumb for product OKRs KR 1: Revenue KR 2: Adoption or usage (users) Kr 3: Satisfaction
  147. ARE MY GOALS DIFFICULT?But not impossible
  148. PLANNING WITH OKRS
  149. THE CONE OF UNCERTAINTY I can predict what will happen tomorrow I can guess about next month I’m lying to myself if I say I know what’s happening next year
  150. 4 O, 3 KRS
  151. O: POSITION BOOK IN MARKETPLACE Kr: book published digitally on amazon Kr: review copies out to beta customers and 100 influencers resulting in 5 reviews of 4< stars Q1 Q2 Q3 Q4O: EPIC BOOK ADOPTION O: OKR CONFERENCE O: SECOND BOOK IN MARKETPLACE
  152. Act as if it were true Until it’s proven wrong Then adjust
  153. COMMIT WEEKLY
  154. 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 Mondays each team lead shares: • Week’s Priorities ( to get help & make commitment) • Near term roadmap (heads up!) • OKR confidence • Key health indicators
  155. SLOT IN EFFORTS TOWARD OBJECTIVE Keep a backlog of ideas Experiment with what impacts the OKRs Priorities this week P1 P1 P1 Close deal with TLM Foods # solid sales canidates in for interview New Order flow
  156. HEADS UP 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
  157. IS CONFIDENCE UP OR DOWN? 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
  158. Health Metrics Team Health Code Health Customer Satisfaction Revenues Team Health: Distributor satisfaction Health: Org Health Yellow Green Team struggling with direction change
  159. 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 Key Risk Factors: Need new self-serve system up in first month OKR Confidence
  160. STATUS EMAILS
  161. CELEBRATE
  162. Who celebrates? • Engineering demos • Design shows • Sales brags • Customer service stories • Business Development crows • Everybody SHARES WINS
  163. LEARN
  164. SAY DO ] Why?
  165. WHY?
  166. “WHEN YOU ARE TIRED OF SAYING IT, THEY ARE STARTING TO HEAR IT”
  167. HOW TO
  168. ARE MY GOALS DIFFICULT?But not impossible
  169. Timeline 2 weeks before the end of the quarter, your know how you’ve done with your OKRs
  170. Timeline 2 weeks before the quarter, start setting OKRs
  171. Timeline EoQ 1. Review OKRs, and call them 2. Write out accomplishments
  172. Timeline B0Q 1. Gather company input 2. Execs set company goals 3. Teams set goals
  173. Team goals • Pick as aspect of the company OKRs you can own • Make new OKRs from it
  174. PERFORMANCE
  175. Performance Reviews Don’t • Wait until he end of the year • Base them on OKR completion (leads to sandbagging) • Dawdle or procrastinate • Try to be a buddy Do • Have them quarterly • Have the employee write a 500 word essay on her accomplishments • Be quick, light and frequent • Be fact based • Be compassionate
  176. 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.

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