OKR Example Library

And Guide To Writing Your Own OKRs

Before you review our OKR examples it helps to remind ourselves of what OKRs are and why a company, team and individuals set goals using OKRs. This way you are in a better position to understand the examples described below for both Objectives and Key Results

OKRs (Objectives and Key Results) are a structured way of setting company, team and individual goals. The structure set out by the framework guides you pair an Objective with (1- 4) Key Results. What makes a good Objective and Key Result is where confusion can creep in. Using OKR examples, we want to make it easier to write your own OKRs.


OKRs Have A Simple Structure

In learning to write and manage OKRs, if you’re not careful you can find yourself down rabbit holes and get the impression that OKRs are complicated when OKRs are actually a structured way to write goals with every company, team and individual benefiting from having them.

Move From OKR Examples To Your Own OKRs With Ease

    We are going to start to show you more specific examples of OKRs (Objectives and Key Results). What is important to know is that there are a number of different types Key Results available to you. The types of Key Result you use will depend on a number of factors. This guide will tell you more about these types and help you use the right ones for you. So use the OKR examples as inspiration and resist imitation as much as possible. 

    The best OKRs are created through a series of discussions. The debates are trying to  uncover where the biggest improvements need to be made. The OKR then describes a future end-state that is meaningful, measurable and will change frequently enough to track. Nothing more or less.

    • Your Objective – What do you want or even need to make progress on, why and why now?
    • You Key Results – Which measurements (1 – 4), if achieved would meant that you have achieved that Objective? 

    John Doerr, who introduced OKR to Google, uses a simple way to express how you should write OKR.

    OBJECTIVE: I will: E.g. Grow our Product Range

    KEY RESULT: As measured by: ____________________


    What Makes A Good Objective?

    • Describe the change the company or team needs to see
    • Write it a little like a Mission Statement for a Year or a Quarter that describe the challenge / opportunity and try to be positive or even inspirational
    • Be qualitative and not quantitative – that’s what Key results are for

    Financial Objective Examples

    • Increase profitability so we can re-invest more in growth
    • Diversify revenue sources so we are more resilient to change
    • Reduce the Cost of Production so we are more price competitive

    Customer & Product Centric Objective Examples

    • Increase levels customer of satisfaction as this is the foundation for growth
    • Launch a product that customers clearly value and prefer
    • Achieve Product Market Fit so we can fund growth
    • Deliver customer value faster and usage and revenue will grow
    • Increase customer choice and we will grow AOVs and order frequency
    • Lead the way on price and sell way more
    • Proactively provide support and deal with issues faster
    • Be seen as trusted advisor and business partner
    • Be the ‘go-to’ company for X
    • Provide more opportunities for customers to grow and we grow
    • Be considered a long-term partner
    • Build deeper relationships with customers so we know how and when to help
    • Provide expert guidance when needed
    • Understand customer needs and we can help them succeed

    Process Centric Objective Examples

    • Make our complicated reporting process simple
    • Improve target account selection process to sell more
    • Improve Marketing & Sales alignment to drive more sales
    • Expand into new territories to grow our sales
    • Strengthen Key Account relationships to remove high value churn
    • Improve management of Risk & Compliance
    • Create a plan for fast full system recovery
    • Use technology to improve efficiency of X
    • Improve the Procurement Process to we have the best suppliers
    • Make distribution more efficient so we improve margins
    • Gather and share customer insights systematically


    People & Learning Centric Objective Examples

    • Company-wide continual learning and development helps everyone succeed
    • Make high levels of Psychologically Safety a company-wide standard
    • Make goal, role & executional plan clarity a given so we know how we all succeed
    • Ensure all of the work we do has a know impact
    • Make appraisals a positive experience
    • Help our managers become multipliers and never diminishers
    • Provide wellbeing support to those that need it
    • Compensation & benefits are fair, consistent and competitive


    Key Result Examples

    Key Results Are How You Track Progress & Know  If Your Objective Has Been Met


    Metrics / KPIs Make Great Key Results

    Key Results that are trying to improve metrics make great Key Results. The debate then becomes about which and how many metrics to measure, and what the target values should be. We will discuss Key Result difficulty and OKR grading in a moment.

    • Increase [METRIC /KPI] from X to Y
    • Reduce [METRIC /KPI] from X to Y
    • Keep [METRIC /KPI] above X
    • Keep [METRIC /KPI] below X
    • Keep [METRIC /KPI] between X & Y

    Give thought to how the target is achieved as well. If you are trying to increase a KPI to a target value, is success measured by:

    • The metric value at the end of the year or quarter
    • The sum of the weekly or monthly value updates
    • An average of the weekly or monthly updates across the year or quarter


    Add Ambition By Design To Measurable Key Results

    There are two ways to build in ambition to Key Results. The first is to use labels like ‘Committed’ for targets you need to hit and Aspirational’ for targets that are a stretch and if you fall a little short, that’s still a win. The other is to set two targets and Committed and an Aspirational. The approaches would make Key results look like this:

    • Increase [METRIC /KPI] from X to Y (Aspirational)
    • Increase [METRIC /KPI] from X to Y, or Z (Aspirational)

    Why should Key Result targets be hard?

    There is over 35 years of research on goal setting that beyond telling us what we know, which is goal setting is an essential part of achievement, the research tells us why goal setting works and the conditions that make some goals way more effective that others.

    • Goals increase our focus on the relevant activities – Goals serve as a directive function. They direct attention towards goal relevant activities, and away from irrelevant ones.
    • Hard goals prolong effort – When employees can control their time, e.g. they work remotely, hard goals prolong their effort, with sustained effort helping to achieve more.
    • Hard goals increase effort – Hard goals are energising and lead to greater effort. Easy to achieve goals have low levels of impact and value so should be avoided.
    • Hard goals accelerate learning & improved collaboration – Hard goals cause the arousal, discovery and use of task relevant knowledge and strategies. Easy goals don’t.

    Milestones Can Work As Key Results As Well

    If your Objective is to achieve specific milestones in a period then your might set-up a Key Result that looks like this in ZOKRI. This type of Key Result could easily be an To-dos as it’s an Activity / Project.

    Open New Office Location

    0% Start
    5% Propose Region
    10% Agree Region
    15% Propose Location
    20% Agree Location
    50% Hire Region Head
    70% Acquire Office
    80% Hire Team
    100% Up & Running

    The definition of what success looks like for Milestone Key Results is a little more complicated as it might be Hard to achieve but unlike KPI based Key Results, 70% might not be a good result. So if you do want to use Milestones as a Key Result and not an To-dos, where possible we would recommend setting the difficulty as Business-as-Usual, where 100% is the definition of success.

    Binary Key Results

    There’s no rule that says Key Results can not be binary – either done or not done. It is however hard to track progress between weeks. In early stage companies where you’re learning curve is steep and your KPIs maturity is low these are often used for Key Results that are targeting and discovery and learning.

    Activity Based Key Results

    With Key Results, where you can you want to be measuring outcomes not effort. This means you’re measuring a ‘metric’, not your means of achieving success.

    Best-practice guidance is that if you’re doing an activity that involves: completing, defining, providing, helping, developing, launching, planning, creating, delivering, building, implementing, releasing, or launching, then this might be better denied as an Initiatives. Initiatives can have more flexible due dates that can be within a period or extend beyond the standard OKR planning periods. Which is common for activities.

    Mixing It Up Can Create Great OKRs

    There is no rule that says you can’t use a number of the Key Result types in your OKRs. For example:


    Wow customers with a next generation pet insurance app.

    Key Results

    • Pinpoint the pain points and friction is in the current buying process (Learning)
    • Solve these pain points in a new app by the end of Q1 (Project)
    • Generate over 1,000 quotes (Metric)
    • Achieve an CSAT score over over 8 (Metric)

    This OKR might be used to unify a cross functional team involving Marketing, Product Management and Engineering.

    You could also choose to turn the Learning and Project based key Results into Initiatives. Here’s a bit more about how that can work.

    How To Reveal Possible Measures To Use In Key Results

    If you are using Key Results involve:

    • Completing
    • Defining
    • Providing
    • Helping
    • Developing
    • Planning
    • Creating
    • Delivering
    • Building
    • Implementing
    • Releasing
    • Launching

    Success probably means completing projects and tasks. A good question to ask yourself is:

    Which metrics / KPIs would be impacted as a result of delivering this project or task?


    What would be the desired measurable outcomes?

    If we ‘build’ the new feature we ‘think’ we will:

    • Increase Weekly Active User from X to Y
    • Increase Free to Paid Conversions from X% to Y%

    If we ‘launch’ a campaign we ‘think’ we will:

    • Increase Organic Traffic from Paid Search Keywords by 20%
    • Generate 1000 downloads
    • Generate 200 MQLs for Sales

    If we ‘complete’ the re-platforming of our tech we ‘think’ we will:

    • Increase Story Points Per sprint from X to Y
    • Increase release frequency from X to Y
    • Reduce Customer Reported Bugs from X to Y




    Over 100 OKR Examples By Team

    It is useful to look at OKR examples if you’re new to OKRs or need inspiration. But where ever possible your should try and write you own by working the challenges and opportunties that are being faced right now. OKRs allow you to  describe a goal that describe where progress most needs in order to support company and team achievement. The goal can then be tracked.

    Company OKR Examples

    Finance OKR Examples

    HR OKR

    Marketing OKR Examples

    Sales OKR

    Customer Service OKR Examples

    Engineering OKR Examples

    Product Marketing OKR Examples

    Product Mgmt OKR Examples

    Data Science OKR Examples

    Growth OKR Examples

    More OKR Examples

    Social Media OKR Examples

    Executive Assistant OKR Examples

    Operations OKR Examples

    Food & Restaurant OKR Examples

    School & Education OKR Examples

    Media Industry OKR Examples

    Manufacturing OKR Examples

    Public Sector OKR Examples

    Further Reading For Objectives & Key Results

    Ultimate Guide To Objectives & Key Results

    OKR can be made complicated but they are actually pretty simple. Here’s a simple guide for getting started with OKRs fast.

    Book – Measure What Matters

    OKRs – The simple idea that drives 10x growth. Written by John Doerr who brought OKRs to Google, this book is a great for read any team leader interested in growth.

    OKR goal-setting framework – Wiki

    Read the background behind how and why OKRs accelerate performance in companies on this Wikipedia page about Objectives & Key Results.

    What The Best OKR Software Looks Like

    OKRs are best managed in OKR software. Here is a list of free and paid for OKR software plans and OKR tools for organizations of varying sizes.

    New Language For Remote Working

    Explore the challenges of remote working and learn how to set OKRs that will set up remote teams for success.

    Use OKRs for Teams, Not Individuals

    OKRs fall short when companies attempt to apply them to individual contributors.

    Revolutionize Education with OKRs

    If schools were to adopt OKRs, maybe this would allow for a personalized approach to education that is currently missing.

    Using OKRs in Local Government

    Private organizations use performance management to understand progress toward goals. The public sector is no different.

    The Success of OKRs in a Medical Clinic

    Medical clinics can count themselves as some of the most complex businesses to run. Learn about how OKRs can be implemented here.