OKRs (Objectives and Key Results) are a goal-setting framework that turns strategy into measurable results. Teams set a few ambitious goals each quarter, define how they will measure success, and review progress every week.
The framework answers two questions:
- Where do we want to go? The Objective.
- How will we know we are getting there? The Key Results.
Objective: where you want to go
An Objective is a short, memorable statement of what you want to achieve this quarter. It is qualitative (written in words, not numbers) and ambitious enough to challenge the team.
- Example: "Make our new product the easiest way for small teams to get started."
Key Results: how you measure success
Key Results are 2 to 4 measurable outcomes that show whether you achieved the Objective. Each one contains a number, ideally a move from a baseline to a target. Key Results measure outcomes (the value you create), not outputs (the work you do).
- Achieve 10,000 new sign-ups in the first 60 days
- Increase the activation rate from 20% to 35%
- Reach an average onboarding rating of 4.5 out of 5
Actions: the work you do
Actions, also called initiatives, are the projects and tasks that move the Key Results. Wave Nine uses the OKRA formula: Objective, Key Results, Actions. Actions stay actions; they do not need to be measurable.
- Build a new onboarding sequence
- Run a targeted ad campaign for small teams
- Brief our top 20 media contacts
If an action is done but the Key Result does not move, the team has learned something and tries a different action. That separation keeps OKRs focused on impact rather than activity.
What OKRs are for
- Focus: A team sets only 1 to 3 Objectives per quarter, so it has to choose what matters most.
- Alignment: Teams localize the company OKRs into their own, so everyone can see how their work connects to the strategy.
- Transparency: OKRs are visible across the company, which surfaces dependencies and duplicate work early.
- Agility: A quarterly cycle with weekly check-ins lets teams adjust their actions quickly.
- Ambition: Because OKRs are not tied to pay, teams can set aspirational targets and learn from what they miss.
How often OKRs are set
Most organizations set team OKRs every quarter. Company OKRs are often set for the year and reviewed each quarter. Progress on Key Results is updated weekly.
Want help applying this in your organization? Book a free strategy session.
Write Goals That Drive Results.
Book a free strategy session and we'll show you how to get your teams writing high-quality, outcome-focused OKRs.
