🖌️John Doerr - Collected Quotes

"An OBJECTIVE […] is simply WHAT is to be achieved, no more and no less. By definition, objectives are significant, concrete, action oriented, and (ideally) inspirational. When properly designed and deployed, they’re a vaccine against fuzzy thinking - and fuzzy execution." (John Doerr, "Measure what Matters", 2018)

"An effective goal management system - an OKR system - links goals to a team’s broader mission. It respects targets and deadlines while adapting to circumstances. It promotes feedback and celebrates wins, large and small. Most important, it expands our limits. It moves us to strive for what might seem beyond our reach." (John Doerr, "Measure what Matters", 2018)

"Goals may cause systematic problems in organizations due to narrowed focus, unethical behavior, increased risk taking, decreased cooperation, and decreased motivation. Use care when applying goals in your organization." (John Doerr, "Measure what Matters", 2018)

"Ideas are easy. Execution is everything." (John Doerr, "Measure what Matters", 2018)

"Key results are the levers you pull, the marks you hit to achieve the goal. If an objective is well framed, three to five KRs will usually be adequate to reach it. Too many can dilute focus and obscure progress. Besides, each key result should be a challenge in its own right. If you’re certain you’re going to nail it, you’re probably not pushing hard enough. [...] Key results should be succinct, specific, and measurable. A mix of outputs and inputs is helpful. Finally, completion of all key results must result in attainment of the objective. If not, it’s not an OKR." (John Doerr, "Measure what Matters", 2018)

"KEY RESULTS benchmark and monitor HOW we get to the objective. Effective KRs are specific and time-bound, aggressive yet realistic. Most of all, they are measurable and verifiable. […] You either meet a key result’s requirements or you don’t; there is no gray area, no room for doubt." (John Doerr, "Measure what Matters", 2018)

"[OKRs (Objectives and Key Results): are a] management methodology that helps to ensure that the company focuses efforts on the same important issues throughout the organization." (John Doerr, "Measure what Matters", 2018)

"OKRs have such enormous potential because they are so adaptable. There is no dogma, no one right way to use them. Different organizations have fluctuating needs at various phases of their life cycle. For some, the simple act of making goals open and transparent is a big leap forward. For others, a quarterly planning cadence will change the game.." (John Doerr, "Measure what Matters", 2018)

"To succeed, a stretch goal cannot seem like a long march to nowhere. Nor can it be imposed from on high without regard to realities on the ground. Stretch your team too fast and too far, and it may snap. In pursuing high-effort, high- risk goals, employee commitment is essential. Leaders must convey two things: the importance of the outcome, and the belief that it’s attainable." (John Doerr, "Measure what Matters", 2018)