We hear the same objectives everywhere:

• Increase revenue
• Make customers happy
• Build great products

These aren’t wrong. They’re just vague.

Without clarity, teams interpret them differently. And everyone interprets them differently.

The Hidden Risk of Ambiguity

Leadership often believes these goals are concrete. But in practice, the teams closest to the work localize the strategy themselves.

For example, a goal like increase revenue could mean:

• Raising prices
• Selling to new customers
• Launching new products
• Expanding markets

All valid approaches, but if leadership doesn’t clarify priorities, teams pull in different directions. Silos form—not from bad intent, but from unclear guidance.

Start With Clear Outcomes, Not Delegated Strategy

Strong teams ask:

• What outcome actually matters?
• What does success look like?
• What should we not prioritize?

Ambiguity feels safe but leads to fragmentation. Clarity doesn’t mean micromanagement—it ensures everyone is moving toward the same result.

How This Shows Up With OKRs

OKRs can solve this problem—but only if used correctly. They’re not about rewriting goals in a new format. They’re a tool to translate strategy into shared understanding.

When done right:

• Teams know what really matters
• Decisions happen faster and more confidently
• Effort is aligned and impactful

The Bottom Line

Vague goals delegate strategy unintentionally. Clear goals create alignment intentionally.

Before defining your next objective, ask one question:
What result are we actually trying to achieve?

When that’s clear, the right work becomes obvious, and everyone moves forward together.

‍