Introducing OKRs as a goal-setting framework

Objectives and Key Results (OKRs) provide a structured way to define and track goals. An objective describes the outcome a team aims to achieve, usually in broad and qualitative terms such as improving customer satisfaction or expanding market share. Key Results make the objective measurable. They are specific, quantitative targets that show whether progress is being made. For example, an objective to enhance user engagement may include a Key Result to increase repeat visits by 20 percent within a quarter.

OKRs encourage alignment between daily work and strategic vision. Initiatives, such as projects or tasks, then support each Key Result. This makes the framework practical because it connects aspirations with concrete action. Used well, OKRs shift the focus from outputs to outcomes. They also create transparency, since progress toward objectives can be shared across teams. By making goals ambitious yet measurable, OKRs inspire teams to reach further while keeping accountability clear.