OKRs (Objectives & Key Results)
A goal-setting framework pairing ambitious objectives with measurable key results.
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Definition
OKRs (Objectives and Key Results) is a goal-setting framework made popular by Intel and Google. Objectives are qualitative, ambitious statements of what you want to achieve. Key Results are quantitative measures (2-5 per objective) that indicate whether the objective has been met.
OKRs are typically set quarterly and reviewed weekly/monthly. They should be ambitious — achieving 70% of key results is considered successful. This "stretch" mentality pushes teams beyond comfortable targets.
OKRs cascade through an organization: company-level OKRs align team OKRs, which align individual OKRs. This creates transparency about priorities and ensures everyone is working toward the same goals.
Why It Matters for Founders
OKRs align an entire organization around shared goals and create accountability for results. For startups, where resources are limited and focus is critical, OKRs ensure that every team member is working on the highest-impact activities.
The power of OKRs comes from their simplicity and transparency. When everyone can see the company's objectives and how their work contributes, alignment happens naturally. Misaligned efforts — the silent killer of startups — are exposed and corrected.
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Formula
Objective = qualitative goal | Key Results = 2-5 quantitative measures of successReal-World Example
Objective: "Become the go-to platform for brand discovery." Key Results: 1) Reach 200K MAU (+33%), 2) Increase NPS to 60+, 3) Launch in 3 new categories, 4) Achieve 45% week-1 retention.
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Frequently Asked Questions
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