"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."
"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."
"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."
"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."
"[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.
"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."
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