How2 link your business goals to your product: Your Super Simple Guide to OKRs
Forget the Jargon. Let's Get Real.
You've heard of OKRs (Objectives and Key Results). You've probably read articles and thought you get it … only to then not quite be able to make it fit in your context. You go back online for more advice and then you find articles filled with corporate buzzwords and confusing examples.
We're going to forget all that.
OKRs are a VERY valuable tool when you nail them. This is our attempt at a simple, no nonsense guide to using OKRs so you can start mapping and tracking.
The OKR framework, popularised by companies like Google, is now a cornerstone of modern business strategy. In fact, a recent report from OKR International found that 90% of organizations are using OKRs as a strategic goal-setting framework. But what's more important than the statistic is the "why". OKRs succeed because they create focus and alignment because it can apply to ALL parts of the business.
Let’s get started.
Step 1: The Objective – What's the Big Goal?
Think of it this way: The Objective is your destination. It's the big, inspiring thing you want to achieve. It should be qualitative and easy to understand.
The Rule: A good Objective is something you can get excited about. It's not a task; it's a vision.
A Simple Formula: "We will [achieve this inspiring goal] by [a specific date/end of the quarter]."
Bad Objective
Update the website
Make more sales
Good Objective.
Deliver an outstanding new website experience for our clients by Q4
Become the leading consultancy for small businesses in our region by the end of the year.
Try it. Grab a pen and paper (or a sticky note or 2) and write down one big, inspiring goal for your team or business for the next 3 months. Don't worry about how you'll get there yet, just write down the destination.
Step 2: The Key Results – How Do We Know We've Arrived?
Think of it this way: Key Results are the measurable signs that you've reached your destination. They are the landmarks on your journey.
The Rule: Key Results must be quantitative. You should be able to look at a number and say, "Yes, we did it" or "No, we didn't."
A Simple Formula: "We will [measure this specific number] from [starting point] to [end point]."
You should have 2-4 Key Results for each Objective.
Let's use our Objective from above:
Objective: Deliver an outstanding new website experience for our clients by Q4.
Here are the Key Results (The Landmarks):
Key Result 1: Increase website traffic from 1,000 visitors per month to 5,000 per month.
Key Result 2: Achieve a 25% increase in contact form submissions from new clients.
Key Result 3: Reduce website load time from 5 seconds to under 2 seconds.
Your Turn: So this has worked really well in the past by not over thinking. Start by thinking of ALL of the ways you can measure quantitatively! Now prioritise them, combine them or group them where you can clearly say we will have achieved our big goal if we move the needle on these things.
Step 3: The 'So What?' Test – Connecting to the Real World
Think of it this way: This is the most important step. An OKR isn't a to-do list; it's a strategic tool. The 'So What?' test ensures your OKR actually matters.
The Rule: For every Key Result, ask yourself, "So what?" What does this number actually mean for our business? If you can't connect it to a real outcome, it's not a good Key Result.
Let's test our example again:
Key Result: Increase website traffic from 1,000 to 5,000 per month.
So What? … in this case we would have more potential clients seeing our expertise and services, which will lead to more inquiries. (This passes the test.)
Your Turn: Review your Key Results. For each one, ask "So what?" If the answer feels weak, it’s probably not a good Key Result and needs to be revised. So just go back through.
That’s it. You now have some key results! Well done :) ….. Your teams should be able to relate their work back towards how they are contributing towards your OKRs, or may need to re-prioritise which is very powerful!
Final Step: Putting It All Together & Checking In
Now you have a complete OKR. It's a simple, powerful tool. A common challenge with OKRs is a lack of continuous review. To avoid this, and according to data from the OKR Impact Report, more than 60% of successful companies conduct check-ins at least bi-weekly.
Review it with your team. Make sure everyone understands the Objective and agrees that the Key Results are the right way to measure success.
Display it publicly. Put it on a whiteboard or a shared document. This keeps everyone focused.
Check in weekly or bi-weekly. At a short team meeting, just ask: "Where are we on our Key Results?" This isn't about micromanagement; it's about making small course corrections to ensure you're on track to hit your big goal.
And that's it. You've successfully built a powerful OKR. No confusing jargon, just a clear path to a real world result. Now you're ready to start getting things done.
NOTE: In the real world however, sometimes some of our work doesn’t relate to the OKRs! So what do you do? Should you stop? Does it mean it isnt valuable? Are your OKRs wrong? Have you been trying to force your work to fit into the company OKRs and they just dont fit?? … You are not alone, in our next blog we offer some support around how and when to apply OKRs.
If you would like some support we have a pack which has detailed exercises for OKRs to help you build your own. Or if you need some more in depth time we would be happy to chat and see if we can support you and your teams to align. Please reach out to us!