accomplish big goals with objectives & key results (christina wodtke)
TRANSCRIPT
I have worked many great places and done many impossible things.
Along the way, I have learned important lessons I’m here to share, including…
“I looked out the window at the Ferris wheel of the Great America
amusement park revolving in the distance, then I turned back to
Gordon and I asked,
“If we got kicked out and the board brought in a new CEO, what do you
think he would do?”
“Google did more than adopt it,” says Doerr. “They embraced it.”
OKRs became an essential component of Google culture. Every employee had to set, and then
get approval for, quarterly OKRs and annual OKRs.”
OKR Test
Objective: Is it aspirational & qualitative?
KRs: Is it a result or a task?
Is it measureable?Does it take a full quarter to achieve?
Is it really hard? 50% Confidence?
Objective: Establish epic value to suppliers
AND delight existing customers with a responsive customer service team
AND new order flow online to support reorders, reducing calls by 50%
Objective: Establish clear value to distributers as a quality tea provider
KR: Reorders at 85% 5/10KR: 20% of reorders self-serve 5/10KR: Revenue of 250K 5/10
Priorities this week
Next 4 weeks - Projects
OKR Confidence
Team Health:
Distributor satisfaction Health:
HealthYellow
P1
P1
P1
Green
Close deal with TLM Foods
Team struggling with direction change
3 solid sales candidates in for interview
Passive reorder notificationsNew self serve flow for distributorsMetrics for distributors on tea salesHire Customer service head
New Order flow Spec’d
Objective: Establish clear value to distributers as a quality tea provider
KR: Reorders at 85% 5/10KR: 20% of reorders self-serve 5/10KR: Revenue of 250K 5/10
Priorities this week
Next 4 weeks - Projects
OKR Confidence
Team Health:
Distributor satisfaction Health:
Org HealthYellow
P1
P1
P1
Green
Close deal with TLM Foods
Team struggling with direction change
3 solid sales candidates in for interview
Passive reorder notificationsNew self serve flow for distributorsMetrics for distributors on tea salesHire Customer service head
New Order flow Spec’d
Commitment!
Objective: Establish clear value to distributers as a quality tea provider
KR: Reorders at 85% 5/10KR: 20% of reorders self-serve 5/10KR: Revenue of 250K 5/10
Priorities this week
Next 4 weeks - Projects
OKR Confidence
Team Health:
Distributor satisfaction Health:
Org HealthYellow
P1
P1
P1
Green
Close deal with TLM Foods
Team struggling with direction change
3 solid sales candidates in for interview
Passive reorder notificationsNew self serve flow for distributorsMetrics for distributors on tea salesHire Customer service head
New Order flow Spec’d
Commitment!
Heads up!
Objective: Establish clear value to distributers as a quality tea provider
KR: Reorders at 85% 5/10KR: 20% of reorders self-serve 5/10KR: Revenue of 250K 5/10
Priorities this week
Next 4 weeks - Projects
OKR Confidence
Team Health:
Distributor satisfaction Health:
Org HealthYellow
P1
P1
P1
Green
Close deal with TLM Foods
Team struggling with direction change
3 solid sales candidates in for interview
Passive reorder notificationsNew self serve flow for distributorsMetrics for distributors on tea salesHire Customer service head
New Order flow Spec’d
Commitment!
Heads up!
Discussion & Support!
Objective: Establish clear value to distributers as a quality tea provider
KR: Reorders at 85% 5/10KR: 20% of reorders self-serve 5/10KR: Revenue of 250K
Priorities this week
Next 4 weeks - Projects
OKR Confidence
Team Health:
Distributor satisfaction Health:
Org HealthYellow
P1
P1
P1
Green
Close deal with TLM Foods
Team struggling with direction change
3 solid sales candidates in for interview
Passive reorder notificationsNew self serve flow for distributorsMetrics for distributors on tea salesHire Customer service head
New Order flow Spec’d
Commitment!
Heads up!
Discussion & Support!
Protect what matters
Everybody needs bragging time
• Motivates team to have something to share
• Makes you feel like part of something special
• Show progress
"I don't think we're marketing right"
"We had to deal with wrong orders and late deliveries to
Los Gatos"
"We didn't hire a second salesperson!"
"We had some problems with the performance of the
site"
Objective: Establish epic value to suppliers
AND delight existing customers with a responsive customer service team
AND new order flow online to support reorders, reducing calls by 50%
PUSH VS PROTECT
Team Health:
Distributor satisfaction Health:
Org Health
Yellow
Green
Team struggling with direction change
Objective: Establish clear value to distributers as a quality tea provider
KR: Reorders at 85% 5/10KR: 20% of reorders self-serve 5/10KR: Revenue of 250K 5/10
OKR Confidence
Objective: Establish clear value to distributers as a quality tea provider
KR: Reorders at 85% 5/10KR: 20% of reorders self-serve 5/10KR: Revenue of 250K 5/10
Key Risk Factors: Need new self-serve system up in first month
Priorities this week
Next 4 weeks - Projects
OKR Confidence
Team Health:
Distributor satisfaction Health:
Org HealthYellow
P1
P1
P1
Green
Close deal with TLM Foods
Team struggling with direction change
# solid sales canidates in for interview
Passive reorder notificationsNew self serve flow for distributorsMetrics for distributors on tea salesHire Customer service head
New Order flow
Monday
Restate that goal!
It’s a conversation
Objective: Establish clear value to distributers as a quality tea provider
KR: Reorders at 85% 5/10KR: 20% of reorders self-serve 5/10KR: Revenue of 250K 5/10
Key Risk Factors: Need new self-serve system up in first month
OKR Confidence
Do these efforts more us closer to the goal?
Keep a backlog of ideas
Experiment with what impacts the OKRs
FIGHT! ARGUE!
Priorities this week
P1
P1
P1
Close deal with TLM Foods
# solid sales canidates in for interview
New Order flow
What are we doing next toward that goal?
Make sure everyone know what’s happening
Ask for help
Track trains that never arrive
Next 4 weeks - Projects
Passive reorder notificationsNew self serve flow for distributorsMetrics for distributors on tea salesHire Customer service head
Is our goal hurting anything we care about?
Team Health
Code Health
Customer Satisfaction
Revenues
Team Health:
Distributor satisfaction Health:
Org Health
Yellow
Green
Team struggling with direction change
Restate the Goal in Wins
• Engineering demos
• Design shows
• Sales brags
• Customer service stories
• Business Development crows
• Everybody SHARES WINS TOWARDS GOAL
Amazon
“to be Earth’s most customer-centric company, where customers
can find and discover anything they might want to buy online, and endeavors to offer its customers the lowest possible prices”
Examples
• Product is embraced by the marketplace
• Platform delights developers and users
• Become the community online for creatives
O: Book is available and generating buzz
• Kr: Publish book on amazon
• Kr: Contact a PR person
• Kr: Give a keynote on book topic
O: Book is available and generating buzz
• Kr: Review copies out to beta customers and 100 influencers resulting in 5 reviews of 4< stars
• Kr: Dec sales of 1K
• Kr: 5 cold leads for talks/workshops from book
Thanks to my awesome students in my Designer as Founder class. Especially An, Justin, and Jack for their lead roles.They were paid in pizza, just like a real startup.
As Harry Max for not suing me when I use his picture.
Thank You
@cwodtke
www.cwodtke.com
I coach teams and individuals to make dreams into realities.
New Book coming soon! Get notified at alert.theexecutionerstale.com
Tips on OKRS• Set only 1 OKR for the
company, unless you have multiple business lines. It’s about focus.
• OKRs are not the only thing you do, they are the one thing you must do. Expect people to keep the ship running
• Give yourself 3 months for an OKR. How bold is it if you can do it in a week?
• Keep the metrics out of the objective. The objective is
• In the weekly check in, open with company OKR then do groups
• OKRs cascade; set company OKRs, then groups/roles, and then individual’s.
• Weekly OKR check in is a conversation. Be sure to discuss change in confidence, health metrics and priorities
• Encourage employees to suggest company OKRs.
• Friday celebrations is an Learn more: http://www.eleganthack.com/the-art-of-the-okr/
Amazon
“to be Earth’s most customer-centric company, where customers can
find and discover anything they might want to buy online, and endeavors to offer its customers the lowest possible
Examples
• Product is embraced by the marketplace
• Platform delights developers and users
• Become the community online for creatives
O: Book is available and generating buzz
• Kr: Publish book on amazon
• Kr: Contact a PR person
• Kr: Give a keynote on book topic
O: Book is available and generating buzz
• Kr: Review copies out to beta customers and 100 influencers resulting in 5 reviews of 4< stars
• Kr: Dec sales of 1K
• Kr: 5 cold leads for talks/workshops from book
THE CONE OF UNCERTAINTY
I can predict what will happen tomorrow
I can guess about next month
I’m lying to myself if I say I know what’s happening next year
O: POSITION BOOK IN MARKETPLACE
Kr: book published digitally on amazon
Kr: review copies out to beta customers and 100 influencers resulting in 5 reviews of 4< stars
Kr: Dec sales of 1K
Q1 Q2 Q3 Q4O: EPIC BOOK ADOPTION
O: OKR CONFERENCE
O: SECOND BOOK IN MARKETPLACE
Objective: Establish clear value to distributers as a quality tea provider
KR: Reorders at 85% 5/10KR: 20% of reorders self-serve 5/10KR: Revenue of 250K 5/10
Key Risk Factors: Need new self-serve system up in first month
Priorities this week
Next 4 weeks - Projects
OKR Confidence
Team Health:
Distributor satisfaction Health:
Org HealthYellow
P1
P1
P1
Green
Close deal with TLM Foods
Team struggling with direction change
# solid sales canidates in for interview
Passive reorder notificationsNew self serve flow for distributorsMetrics for distributors on tea salesHire Customer service head
New Order flow
Mondays each team lead shares:• Week’s Priorities ( to get help & make
commitment)• Near term roadmap (heads up!)• OKR confidence• Key health indicators
SLOT IN EFFORTS TOWARD OBJECTIVE
Keep a backlog of ideas
Experiment with what impacts the OKRs
Priorities this week
P1
P1
P1
Close deal with TLM Foods
# solid sales canidates in for interview
New Order flow
HEADS UP
Make sure everyone know what’s happening
Ask for help
Track trains that never arrive
Next 4 weeks - Projects
Passive reorder notificationsNew self serve flow for distributorsMetrics for distributors on tea salesHire Customer service head
IS CONFIDENCE UP OR DOWN?
It’s a conversation
Objective: Establish clear value to distributers as a quality tea provider
KR: Reorders at 85% 5/10KR: 20% of reorders self-serve 5/10KR: Revenue of 250K 5/10
Key Risk Factors: Need new self-serve system up in first month
OKR Confidence
Health Metrics
Team Health
Code Health
Customer Satisfaction
Revenues
Team Health:
Distributor satisfaction Health:
Org HealthYellow
Green
Team struggling with direction change
PUSH VS PROTECT
Team Health:
Distributor satisfaction Health:
Org HealthYellow
Green
Team struggling with direction change
Objective: Establish clear value to distributers as a quality tea provider
KR: Reorders at 85% 5/10KR: 20% of reorders self-serve 5/10KR: Revenue of 250K 5/10
Key Risk Factors: Need new self-serve system up in first month
OKR Confidence
Who celebrates?
• Engineering demos
• Design shows
• Sales brags
• Customer service stories
• Business Development crows
• Everybody SHARES WINS
Timeline B0Q
1. Gather company input
2. Execs set company goals
3. Teams set goals
4. Individuals set goals
Performance ReviewsDon’t
• Wait until he end of the year
• Base them on OKR completion (leads to sandbagging)
• Dawdle or procrastinate
• Try to be a buddy
Do
• Have them quarterly
• Have the employee write a 500 word essay on her accomplishments
• Be quick, light and frequent
• Be fact based
• Be compassionate