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John Doerr, an engineer, venture capitalist, and author of bestsellers "Measure What Matters" and "Speed and Scale: An Action Plan for Solving Our Climate Crisis Now," is a prominent advocate of the goal-setting technique known as OKRs (Objectives and Key Results). In this blog, we'll explore the essence of OKRs and their importance in driving organizational success.
What are OKRs?
Objectives = The WHAT
Organizations and projects need a clear understanding of WHAT they want to accomplish. When teams and employees know WHAT their goals are or what their leaders expect, they can resource, plan, and execute activities to achieve these objectives. Objectives should be:
Significant
Concrete
Action-oriented
Inspirational
Key Results = The HOW
Once an organization understands WHAT they want to achieve, they can focus on HOW to achieve it. This involves considering different approaches, methods, and processes to maximize the benefits of the desired results. Key Results should be:
Specific
Time-bound
Aggressive yet realistic
Measurable and verifiable
Bono, who has worked with Doerr, famously said about OKRs: “The OKR framework cultivates the madness.”
The Purpose Behind OKRs: The WHY
While Objectives and Key Results form the framework, Doerr emphasizes the importance of the WHY. Understanding the WHY behind a company’s actions, communication, and goals is crucial. It answers questions like:
WHY does our company work like this?
WHY do we need to communicate like that?
WHY are these our objectives?
WHY are these our key results?
People are often driven by a sense of purpose. Knowing the WHY helps them understand their role and the significance of their efforts. Without this understanding, even the most significant, concrete, action-oriented, and inspirational objectives can lose their impact.
Cultivating the WHY
Spending time with your team, engaging in conversations, and seeking shared understanding leads to a common purpose and a shared WHY.
A great example of this is Google. In its early stages, Doerr encouraged the co-founders to adopt the OKR framework. Every quarter, Google employees would write their specific objectives and key results. These were then systematically organized and published. WHY? To establish a shared commitment and to stretch goals.
The Importance of the WHY in Achieving Objectives
Organizations and teams need to consider the WHY behind their actions. It may require extra time and effort, but it forms the foundation for WHAT needs to be done. Understanding the WHY unites the objective with the HOW, creating a passionate and dedicated team.
Conclusion
OKRs are not just about setting goals; they are about fostering a shared purpose and passion within an organization. By understanding the WHAT, HOW, and most importantly, the WHY, organizations can drive meaningful progress and achieve sustainable success.
Ready to implement OKRs in your organization?
Contact us today to learn how we can support you in achieving your goals!
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