OKR (objectives and key results)
DefinitionGrowth
OKR (objectives and key results)
A goal-setting format pairing one qualitative objective with a few measurable key results that would prove it happened. Built at Intel, popularised at Google; the discipline is in the key results - if they can be achieved without the objective actually happening, they are the wrong key results.
Evidence from the library
61% and 71%Objectives are the most critical part of a brief, and both sides agree by a wide marginStatBudget meetings select for measurable metrics, not for meaningful onesWarning"If there's no change, then you probably didn't need that metric" - the test for keeping a KPI is whether it alters the next decision, not whether it is measurable.Quote55% clear objectivesWhat agencies say is missing from briefs is objectives, not inspirationStatCreators should be brought into the KPI conversation early because they embody the brand guidelines in practice and are buyers in the category themselves.Principle
Put it to work
Source
Marketing Definitions
Andy Grove (Intel); John Doerr, Measure What Matters (2018)
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