Good OKRs Inform Choices, Not Just Activity

Poorly written objective is an objective that doesn't inform any choices across the quarter. It is something that is maybe true, but it isn't informing our choice. A bad objective is something like, excite our customers. Okay, cool. If you don't do that, that's bad, but that's more a category. So, it should be a lot more time bound and a lot more specific than that. Maybe it is exciting our customers with our new AI functionality. It would be better because, you are making it a lot more specific. Then a key result, most frequent one is your key results is actually a task. You say something like, okay, we record 50 podcasts. Okay, great, you do 50 podcasts, you never publish them or no one's listening, that's not really what we are going after. So, a better key result is maybe reaching at least a handful of people and actually helping them. That may be a bit more difficult to measure and you would maybe need a proxy like viewership or feedbacks that you get or questions that you get afterwards, but that's better than just doing the task.