OKRs are for significant improvements

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When the few percent performance each quarter that you can expect from a KPI is not enough, the company or a team needs to put extra effort behind an improvement.

This is when we launch a project/initiative or OKR. OKR stands for “Objective and Key Results”.


The “Objective” is the overall, qualitative, often inspiring, end goal of the project. For example “$COMPANY in Africa”.

Key Results

The Key results are the measures by which we can see if the project was a success by its deadline. For that reason, they are often written in perfect tense:

  1. “Closed 3+ deals with customers headquartered in Africa”
  2. “Built pipeline of 10+ Sales Accepted Opportunities in Africa”
  3. “Gathered leads for clients in 10+ African countries”

OKR Antipatterns

  1. Key results that are not metrics but subprojects
  2. Umbrella and Thematic objectives