Setting measurable goals with OKRs

Objectives and Key Results (OKRs) turn your vision and strategy into measurable goals that drive execution. This framework pairs ambitious objectives (qualitative goals) with concrete key results (quantitative metrics) to balance inspiration with accountability. When creating OKRs, start with 3-5 objectives representing the most important outcomes for your product in the next quarter or year. For each objective, define 2-4 key results that measure success. Make sure objectives are inspiring and align with your vision, while key results are specific, measurable, achievable, relevant, and time-bound (SMART).

For example, a streaming service with an objective to "Become the preferred platform for documentary content" might set key results like "Increase documentary catalog by 40%," "Achieve 25% of monthly active users watching documentaries," and "Reach 85% satisfaction rating for documentary recommendations." Review OKRs quarterly, scoring progress openly and reflecting on lessons learned. Use these reflections to improve future OKRs, creating a cycle of continuous improvement.