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OKRs - a primer (pdf)

Jason Carlin
Jason Carlin

The document discusses OKRs (Objectives and Key Results), a goal setting framework popularized by John Doerr at Intel and later adopted by Google. It provides examples of good and bad OKRs and discusses some key aspects and common misconceptions about OKRs. OKRs should be focused, measurable, executable and inspire progress. Objectives should define a general direction of change and have 3-5 measurable key results to track progress. OKRs are for alignment, not performance evaluations or exhaustive strategic planning.

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Jason Carlin, Q2 2020
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goal-setting framework focus alignment simplicity
OKRs - a primer (pdf)
OKRs - a primer (pdf)
visible understandable
45% 1 One study found source
95% 1 One study found source
温姻艶稼t
OKRs are not new John Doerr joins Intel
OKRs are not exhaustive Only critical objectives are included (that doesnt mean other objectives 温姻艶稼t important)
OKRs are not roadmaps Timeline is annual or quarterly Workstreams are secondary Objectives are not exhaustive
OKRs are not roadmaps Timeline is annual or quarterly Workstreams are secondary Objectives are not exhaustive (you still need a roadmap, buddy)
OKRs are not KPIs Objectives create a narrative OKRs are shareable and readable OKRs dont measure everything sort of
OKRs are not KPIs Objectives create a narrative OKRs are shareable and readable OKRs dont measure everything (you still need KPIs, buddy) sort of
OKRs are not easy to implement You need to avoid common pitfalls, human nature, and self-organization. OKRs require discipline.
OKRs are not employee evaluations OKRs are for alignment. Theyre about the companys goals and how each employee contributes to achieving them.
are
, inspiring, conversational, & uncomfortable . Theyre easy to grade with a single number (at Google we used a 01.0 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 温姻艶稼t ambitious enough. Low grades shouldnt be punished; see them as data to help re鍖ne the next quarters OKRs. Rick Klau, GV
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 companys goals. Optionally, individuals may set personal OKRs to ensure alignment with their team and with the company. OKRs are layered
3-5 Objectives 35 Key Results each OKRs are focused
3-5 Objectives 35 Key Results each Thats all you get OKRs are focused
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
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 objectives score is the average of its KR scores OKRs are measurable
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
Examples
KR 1 Run 10 prototype test 鍖ights KR2 Keep plane in the air for at least 100 feet KR3 Launch redesigned wings to improve lift by 25% Teach mankind to 鍖y OBJECTIVE EXAMPLES GOOD OKRs
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
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
KR 1 Most users view a PDP KR2 Add to cart engagement up 50% KR3 Launch redesigned PDP by July 1st Increase PDP traf鍖c by 25% OBJECTIVE EXAMPLES BAD OKRs
Add-ons and extras
cascade
OKRs - a primer (pdf)
but this is what it looks like
Individual OKRs
OKRs - a primer (pdf)
Individual OKRs
OKRs - a primer (pdf)
. Jason Carlin, Q2 2020
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 際際滷s 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

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OKRs - a primer (pdf)

  • 2. &&&
  • 10. OKRs are not new John Doerr joins Intel
  • 11. OKRs are not exhaustive Only critical objectives are included (that doesnt mean other objectives 温姻艶稼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 dont measure everything sort of
  • 15. OKRs are not KPIs Objectives create a narrative OKRs are shareable and readable OKRs dont 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. Theyre about the companys goals and how each employee contributes to achieving them.
  • 18. are
  • 19. , inspiring, conversational, & uncomfortable . Theyre easy to grade with a single number (at Google we used a 01.0 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 温姻艶稼t ambitious enough. Low grades shouldnt be punished; see them as data to help re鍖ne the next quarters 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 companys goals. Optionally, individuals may set personal OKRs to ensure alignment with their team and with the company. OKRs are layered
  • 21. 3-5 Objectives 35 Key Results each OKRs are focused
  • 22. 3-5 Objectives 35 Key Results each Thats 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 objectives 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
  • 27. KR 1 Run 10 prototype test 鍖ights KR2 Keep plane in the air for at least 100 feet KR3 Launch redesigned wings to improve lift by 25% Teach mankind to 鍖y 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 traf鍖c by 25% OBJECTIVE EXAMPLES BAD OKRs
  • 34. but this is what it looks like
  • 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 際際滷s 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