THE GUIDE
How to write good OKRs (with examples)
OKRs are objectives and key results. The objective says what you want to achieve, in words that motivate. The key results say how you will know you got there, in numbers.
Most bad OKRs are task lists. “Launch the new onboarding email” is a task. “Raise new-customer activation from 40% to 60%” is a key result: it measures the change the task is meant to make.
Rules of thumb
- Three objectives or fewer per team per quarter.
- Two to five key results per objective, each with a start value and a target.
- A key result describes an outcome, not an activity.
- Reaching about 70% of an ambitious target is a good result.
- Update progress every week, in a few minutes.
Example
- Objective
Make onboarding something new customers rave about.
- KR1
Raise onboarding satisfaction from 7.1 to 8.5.
- KR2
Cut time to first value from 14 days to 5.
- KR3
Lower 90-day churn from 9% to 5%.
Frequently asked questions
KPIs are the numbers you watch all the time. OKRs are the few things you want to change this quarter, and often move a KPI.
Usually not. Tying OKRs to bonuses encourages safe targets instead of ambitious ones.
They can, but team OKRs work better for most teams. Use SMART goals or a development plan for individuals.
