How do I write OKRs?

Write one clear, qualitative Objective, then 2 to 4 Key Results that measure outcomes, then list the actions that will move them. Keep it to 1 to 3 Objectives per team per quarter, and write them together with the team.

Step 1: Write the Objective

The Objective sets the direction. Ask: "What is the most important thing we need to achieve this quarter, and why does it matter now?"

• Qualitative: words, not numbers
• Ambitious: a real step beyond business as usual
• Memorable: ideally under ten words

Good: "Deliver a world-class onboarding experience for new customers." Not an Objective: "Increase activation by 15%." That is a Key Result.

Step 2: Write 2 to 4 Key Results

Key Results are the evidence that the Objective is being achieved.

• Measurable: every Key Result contains a number
• Outcome-focused: measure the value created, not the work done
• Baseline to target: state where you start and where you want to be
• Within the cycle: clearly movable in one quarter

Example for "Deliver a world-class onboarding experience":

• Increase new-user NPS from 25 to 50
• Reduce average onboarding time from 5 days to 2 days
• Raise the share of customers who complete onboarding from 55% to 85%

The most common mistake is writing a project plan. "Create onboarding emails" is an action. Ask what the emails should change, and measure that.

Step 3: Test the set

• Necessary: Is every Key Result needed to achieve the Objective? If not, remove it.
• Sufficient: If all Key Results are achieved, is the Objective achieved? If not, a measure is missing.
• Clear: Would someone outside the team understand it?
• Aligned: Does it support a company priority, and does the team have the capacity to move it?

Step 4: Add actions

List the projects and tasks that should move each Key Result, with an owner for each. Actions stay actions; they do not need to be measurable. Wave Nine calls this the OKRA formula: Objective, Key Results, Actions.

Step 5: Involve the team

OKRs handed down from above get compliance, not ownership. Let the team draft its OKRs in response to the company priorities, flag risks and challenge targets. The team lead then aligns the draft with leadership and peer teams.

Step 6: Make OKRs part of the week

Review Key Results in a short weekly check-in, update progress and discuss blockers. At the end of the quarter, score the OKRs and ask what you would write differently next time. OKR writing gets better with every cycle.

Complete example

• Objective: Strengthen our brand with the buyers we want to reach
• KR1: Grow LinkedIn followers in our target segment by 30%
• KR2: Reach 10,000 visits to the new blog within 90 days
• KR3: Increase inbound demo requests from 40 to 60 per month
• Actions: publish two customer case studies, pitch three industry publications, run a webinar series

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