Objective
An Objective is a clear, inspiring, time-bound statement of what you aim to achieve, qualitative, starting with a verb, a what, and a why. It should be specific enough to guide, broad enough to allow innovative approaches.
Each Objective is supported by a written narrative explaining the hypothesis behind it, its connection to Strategy, guardrails, and self-imposed constraints. Success is measured by its Key Results.
Weak: "Improve our onboarding." A what with no why and no ambition.
Real: "Make onboarding so effortless that new users reach value in their first session." Memorable, worth chasing, and it implies the trade-offs: effortless means cutting steps, not adding tooltips.
How many Objectives should a team have? +
One is the discipline; two is the ceiling. A team that insists it needs three usually means nobody has made the hard call yet.
Should an Objective contain a number? +
No. The Objective carries the ambition in words; the numbers live in its Key Results. If your Objective needs a number to mean anything, it is probably a Key Result wearing a hat.
From the ZOKRI OKR Handbook, the methodology we install and maintain.
Reading about method is not the same as running it. We install this system and build the capability that stays.
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