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Radical Focus
Accomplish Big Goals With Objectives & Key Results
@cwodtke | cwodtke@eleganthack.com
www.eleganthack.com
Once upon a time there was a start-up.
Hanna
Jack
Restaurant
Suppliers
Restaurant
Suppliers?
Hell no
Those people
have no taste.
Let’s talk to Jim
JimLet me tell
you a story
“I looked out the window at the Ferris wheel of the
Great America amusement park revolving in the
distance, then I turned ...
Gordon answered without hesitation,
“He would get us out of memories.”
“Why shouldn’t you and I walk out the door, come
back and do it ourselves?” Andy Grove
Jim
“Let’s
pretend
we’ve
already
decided”
Hire a sales
guy? Change the
website…
Hire a sales
team.
Restaurant
Suppliers!
Restaurant
Suppliers!
But wait,
there’s
more!
OKRs
Objectives and Key Results
Objectives
Key results
OKRs
O: Dream
KR: Success criteria
“Google did more than
adopt it,” says Doerr.
“They embraced it.”
OKRs became an essential component of Google
culture. Eve...
OKRs
O: Qualitative
Shoot for the moon dream
Objective:
Establish epic
value to Northern
California
Restaurant
Suppliers
as the best tea
provider
OKRs
KR: Quantitative
“How do we know we met
the objective?
KR: Hire a sales guy
KR: redo the website
KR: Place ads in
Restaurant supply
magazines
Jim
Those are
tasks.
Not results.
KR: Reorders at 85%
KR: 20% of reorders
self-serve
KR: Revenue of
250K
Jim
You want
flexibility in
the how,
not the
what.
Your turn!
Objective:
KR
KR
KR
OKR Test
Objective: Is it
aspirational &
qualitative?
KRs: Is it a result
or a task?
Is it measureable?
Does it take a ful...
Objective: Establish
epic value to
suppliers
AND delight existing
customers with a
responsive customer
service team
AND ne...
Team reluctantly agrees
Hell no
Team Wiffed them ALL
I want you
to meet…
Raphael
You’re doing it
WRONG
FOCUS
1objective
UNITES
EFFORTS
3Key Results
DEFINES
SUCCESS
IT’S NOT
EVERYTHING
YOU DO
IT’S WHAT YOU
HAVE TO DO
CADENCE
Commitment
Mondays are for promises
Let me explain.
DEDICATION
TO YOUR GOALS
TO YOUR TEAM
Fridays are for
Wins & Wine
(or beer. or cake.)
Engineering demos
Engineering demos
Design demos
Engineering demos
Design demos
Sales & Bizdev shares wins
Engineering demos
Design demos
Sales & Bizdev shares wins
Beer
Everybody needs bragging time
• Motivates team to have
something to share
• Makes you feel like part of
something special
...
Back to the Team
We’re
doomed
You didn't
make your
OKRs…
"I don't think we're
marketing right"
"We had to deal with wrong
orders and late deliveries to
Los Gatos"
"We didn't hire ...
Hold on!
Most
companies
fail the first
time they
try OKRs
It’s OK.
We’re
trying
again… but
this time
One OKR for quarter
One OKR for quarter
Weekly check-ins
It’s OK.
We’re
trying
again… but
this time
It’s OK.
We’re
trying
again… but
this time
One OKR for quarter
Weekly check-ins
Friday Celebrations
Team made 2 of 3 KRs!
Metrics are growing!
Series A
Happily ever after?
WHY CAN’T WE
GET THINGS
DONE?
Important Unimportant
Urgent
Not Urgent
DO now!
Drop itPLAN it
Delegate
TOMORROW
NEVER COMES
OKRS
MAKE GOALS
URGENT
MISSION
Start here
Google
to organize the world‘s
information and make it
universally accessible and
useful
Amazon
“to be Earth’s most customer-
centric company, where customers
can find and discover anything they might
want to bu...
Philz mission is to “Better Peoples Day.”
All Are
• Short (or have a mini-version)
• Clear
• Inspirational
• Memorable
SET YOUR
OKRS WELL
Examples
• Product is embraced by the
marketplace
• Platform delights developers and
users
• Become the community online f...
All Are
• Short (or have a mini-
version)
• Clear
• Inspirational
• Memorable
• Time bound
Does your objective make you jump out of
bed in the morning?
OBJECTIVE IS A
MISSION FOR
THREE MONTHS
GOOD KEY
RESULTS
HOW DO YOU
KNOW?
HOW DO I KNOW?
Ratings?
Sales?
Reviews?
Blog posts?
Articles?
Tweets?
Likes?
https://gum.co/anBwA
RESULTS vs
TASKS
O: Book is available and
generating buzz
• Kr: Publish book on amazon
• Kr: Contact a PR person
• Kr: Give a keynote on bo...
O: Book is available and
generating buzz
• Kr: Review copies out to beta
customers and 100 influencers
resulting in 5 revi...
“WHAT GETS
MEASURED,
GETS
MANAGED“
RADICAL
FOCUS
Objective: Establish
epic value to
suppliers
AND delight existing
customers with a
responsive customer
service team
AND ne...
Objective:
Establish epic
value to Northern
California
Restaurant
Suppliers
as the best tea
provider
Wait!
We can’t just
forget about
RevenueCodeHea
lthCustoemrSatisf
actionSalesHiring
PUSH VS PROTECT
Team Health:
Distributor satisfaction Health:
Org Health
Yellow
Green
Team struggling with direction
chang...
DO LESS,
BETTER
COMMUNICATION
“WHEN YOU ARE TIRED
OF SAYING IT, THEY
ARE STARTING TO
HEAR IT”
– JEFF WEINER
Objective: Establish clear value
to distributers as a quality
tea provider
KR: Reorders at 85% 5/10
KR: 20% of reorders se...
Restate that goal!
It’s a conversation
Objective: Establish clear value
to distributers as a quality
tea provider
KR: Reor...
Is our goal hurting
anything we care about?
Team Health
Code Health
Customer Satisfaction
Revenues
Team Health:
Distributo...
Do these efforts more us
closer to the goal?
Keep a backlog of ideas
Experiment with what impacts the
OKRs
FIGHT! ARGUE!
P...
What are we doing next
toward that goal?
Make sure everyone know what’s
happening
Ask for help
Track trains that never arr...
STATUS
EMAILS
OKRS
rewritten,
reevaluated
in every
status
FRIDAYS
Restate the Goal in Wins
• Engineering demos
• Design shows
• Sales brags
• Customer service
stories
• Business
Developmen...
“WHEN YOU ARE TIRED
OF SAYING IT, THEY
ARE STARTING TO
HEAR IT”
– JEFF WEINER
PREPARE TO FAIL
SAND-
BAGGING
OVER
REACHING
NO CADENCE
FAIL & LEARN
know your Mission
set your Objectives
choose your Actions
learn from your Results
Radical
FOCUS
BUT WAIT
THERE’S MORE
GOODBYE RATRACE
OBJECTIVE: BE
FINANCIALLY
STABLE, PRESERVE
HEALTH
DO WORK I LIKE.
KR: EARN 30K
OVER THREE
MONTHS DOING
WORK I’D DO EVEN
IF I WASN’T PAID
KR: HAVE A
MANAGEABLE
BUDGET TO
PREDICT
EXPANSES
KR: ZERO ACID
REFLUX, ZERO
BACK PAIN
HELLO, DREAMLIFE
Thanks to my awesome students in my Designer as Founder class. Especially An, Justin, and Jack for their lead roles.
They ...
Thank You
@cwodtke
www.eleganthack.com
I train companies in
techniques to make
dreams into realities.
https://gum.co/anBwA
Radical Focus: Accomplish big goals with objectives and key results
Radical Focus: Accomplish big goals with objectives and key results
Radical Focus: Accomplish big goals with objectives and key results
Radical Focus: Accomplish big goals with objectives and key results
Radical Focus: Accomplish big goals with objectives and key results
Radical Focus: Accomplish big goals with objectives and key results
Radical Focus: Accomplish big goals with objectives and key results
Radical Focus: Accomplish big goals with objectives and key results
Radical Focus: Accomplish big goals with objectives and key results
Radical Focus: Accomplish big goals with objectives and key results
Radical Focus: Accomplish big goals with objectives and key results
Radical Focus: Accomplish big goals with objectives and key results
Radical Focus: Accomplish big goals with objectives and key results
Radical Focus: Accomplish big goals with objectives and key results
Radical Focus: Accomplish big goals with objectives and key results
Radical Focus: Accomplish big goals with objectives and key results
Radical Focus: Accomplish big goals with objectives and key results
Radical Focus: Accomplish big goals with objectives and key results
Radical Focus: Accomplish big goals with objectives and key results
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Radical Focus: Accomplish big goals with objectives and key results

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Christina Wodtke demonstrates how to use objectives and key results to tackle and realize big goals in a methodical way, leaving nothing to chance. You’ll learn the beauty of a good fail and how regular check-ins can keep you on track to success.

Published in: Leadership & Management

Radical Focus: Accomplish big goals with objectives and key results

  1. 1. Radical Focus Accomplish Big Goals With Objectives & Key Results @cwodtke | cwodtke@eleganthack.com www.eleganthack.com
  2. 2. Once upon a time there was a start-up.
  3. 3. Hanna
  4. 4. Jack
  5. 5. Restaurant Suppliers
  6. 6. Restaurant Suppliers? Hell no
  7. 7. Those people have no taste.
  8. 8. Let’s talk to Jim
  9. 9. JimLet me tell you a story
  10. 10. “I looked out the window at the Ferris wheel of the Great America amusement park revolving in the distance, then I turned back to Gordon and I asked, “If we got kicked out and the board brought in a new CEO, what do you think he would do?”
  11. 11. Gordon answered without hesitation, “He would get us out of memories.”
  12. 12. “Why shouldn’t you and I walk out the door, come back and do it ourselves?” Andy Grove
  13. 13. Jim “Let’s pretend we’ve already decided”
  14. 14. Hire a sales guy? Change the website… Hire a sales team.
  15. 15. Restaurant Suppliers! Restaurant Suppliers!
  16. 16. But wait, there’s more!
  17. 17. OKRs Objectives and Key Results
  18. 18. Objectives Key results
  19. 19. OKRs O: Dream KR: Success criteria
  20. 20. “Google did more than adopt it,” says Doerr. “They embraced it.” OKRs became an essential component of Google culture. Every employee had to set, and then get approval for, quarterly OKRs and annual OKRs.”
  21. 21. OKRs O: Qualitative Shoot for the moon dream
  22. 22. Objective: Establish epic value to Northern California Restaurant Suppliers as the best tea provider
  23. 23. OKRs KR: Quantitative “How do we know we met the objective?
  24. 24. KR: Hire a sales guy KR: redo the website KR: Place ads in Restaurant supply magazines
  25. 25. Jim Those are tasks. Not results.
  26. 26. KR: Reorders at 85% KR: 20% of reorders self-serve KR: Revenue of 250K
  27. 27. Jim You want flexibility in the how, not the what.
  28. 28. Your turn! Objective: KR KR KR
  29. 29. OKR Test Objective: Is it aspirational & qualitative? KRs: Is it a result or a task? Is it measureable? Does it take a full quarter to achieve? Is it really hard? 50% Confidence?
  30. 30. Objective: Establish epic value to suppliers AND delight existing customers with a responsive customer service team AND new order flow online to support reorders, reducing calls by 50%
  31. 31. Team reluctantly agrees Hell no
  32. 32. Team Wiffed them ALL
  33. 33. I want you to meet…
  34. 34. Raphael
  35. 35. You’re doing it WRONG
  36. 36. FOCUS
  37. 37. 1objective
  38. 38. UNITES EFFORTS
  39. 39. 3Key Results
  40. 40. DEFINES SUCCESS
  41. 41. IT’S NOT EVERYTHING YOU DO
  42. 42. IT’S WHAT YOU HAVE TO DO
  43. 43. CADENCE
  44. 44. Commitment Mondays are for promises
  45. 45. Let me explain.
  46. 46. DEDICATION TO YOUR GOALS TO YOUR TEAM
  47. 47. Fridays are for Wins & Wine (or beer. or cake.)
  48. 48. Engineering demos
  49. 49. Engineering demos Design demos
  50. 50. Engineering demos Design demos Sales & Bizdev shares wins
  51. 51. Engineering demos Design demos Sales & Bizdev shares wins Beer
  52. 52. Everybody needs bragging time • Motivates team to have something to share • Makes you feel like part of something special • Show progress
  53. 53. Back to the Team We’re doomed
  54. 54. You didn't make your OKRs…
  55. 55. "I don't think we're marketing right" "We had to deal with wrong orders and late deliveries to Los Gatos" "We didn't hire a second salesperson!" "We had some problems with the performance of the site"
  56. 56. Hold on! Most companies fail the first time they try OKRs
  57. 57. It’s OK. We’re trying again… but this time One OKR for quarter
  58. 58. One OKR for quarter Weekly check-ins It’s OK. We’re trying again… but this time
  59. 59. It’s OK. We’re trying again… but this time One OKR for quarter Weekly check-ins Friday Celebrations
  60. 60. Team made 2 of 3 KRs!
  61. 61. Metrics are growing!
  62. 62. Series A
  63. 63. Happily ever after?
  64. 64. WHY CAN’T WE GET THINGS DONE?
  65. 65. Important Unimportant Urgent Not Urgent DO now! Drop itPLAN it Delegate
  66. 66. TOMORROW NEVER COMES
  67. 67. OKRS MAKE GOALS URGENT
  68. 68. MISSION Start here
  69. 69. Google to organize the world‘s information and make it universally accessible and useful
  70. 70. Amazon “to be Earth’s most customer- centric company, where customers can find and discover anything they might want to buy online, and endeavors to offer its customers the lowest possible prices”
  71. 71. Philz mission is to “Better Peoples Day.”
  72. 72. All Are • Short (or have a mini-version) • Clear • Inspirational • Memorable
  73. 73. SET YOUR OKRS WELL
  74. 74. Examples • Product is embraced by the marketplace • Platform delights developers and users • Become the community online for creatives
  75. 75. All Are • Short (or have a mini- version) • Clear • Inspirational • Memorable • Time bound
  76. 76. Does your objective make you jump out of bed in the morning?
  77. 77. OBJECTIVE IS A MISSION FOR THREE MONTHS
  78. 78. GOOD KEY RESULTS
  79. 79. HOW DO YOU KNOW?
  80. 80. HOW DO I KNOW? Ratings? Sales? Reviews? Blog posts? Articles? Tweets? Likes? https://gum.co/anBwA
  81. 81. RESULTS vs TASKS
  82. 82. O: Book is available and generating buzz • Kr: Publish book on amazon • Kr: Contact a PR person • Kr: Give a keynote on book topic
  83. 83. O: Book is available and generating buzz • Kr: Review copies out to beta customers and 100 influencers resulting in 5 reviews of 4< stars • Kr: Dec sales of 1K • Kr: 5 cold leads for talks/workshops from book
  84. 84. “WHAT GETS MEASURED, GETS MANAGED“
  85. 85. RADICAL FOCUS
  86. 86. Objective: Establish epic value to suppliers AND delight existing customers with a responsive customer service team AND new order flow online to support reorders, reducing calls by 50%
  87. 87. Objective: Establish epic value to Northern California Restaurant Suppliers as the best tea provider
  88. 88. Wait! We can’t just forget about RevenueCodeHea lthCustoemrSatisf actionSalesHiring
  89. 89. PUSH VS PROTECT Team Health: Distributor satisfaction Health: Org Health Yellow Green Team struggling with direction change Objective: Establish clear value to distributers as a quality tea provider KR: Reorders at 85% 5/10 KR: 20% of reorders self-serve 5/10 KR: Revenue of 250K 5/10 OKR Confidence
  90. 90. DO LESS, BETTER
  91. 91. COMMUNICATION
  92. 92. “WHEN YOU ARE TIRED OF SAYING IT, THEY ARE STARTING TO HEAR IT” – JEFF WEINER
  93. 93. Objective: Establish clear value to distributers as a quality tea provider KR: Reorders at 85% 5/10 KR: 20% of reorders self-serve 5/10 KR: Revenue of 250K 5/10 Key Risk Factors: Need new self-serve system up in first month Priorities this week Next 4 weeks - Projects OKR Confidence Team Health: Distributor satisfaction Health: Org Health Yellow P1 P1 P1 Green Close deal with TLM Foods Team struggling with direction change # solid sales canidates in for interview Passive reorder notifications New self serve flow for distributors Metrics for distributors on tea sales Hire Customer service head New Order flow Monday
  94. 94. Restate that goal! It’s a conversation Objective: Establish clear value to distributers as a quality tea provider KR: Reorders at 85% 5/10 KR: 20% of reorders self-serve 5/10 KR: Revenue of 250K 5/10 Key Risk Factors: Need new self-serve system up in first month OKR Confidence
  95. 95. Is our goal hurting anything we care about? Team Health Code Health Customer Satisfaction Revenues Team Health: Distributor satisfaction Health: Org Health Yellow Green Team struggling with direction change
  96. 96. Do these efforts more us closer to the goal? Keep a backlog of ideas Experiment with what impacts the OKRs FIGHT! ARGUE! Priorities this week P1 P1 P1 Close deal with TLM Foods # solid sales canidates in for interview New Order flow
  97. 97. What are we doing next toward that goal? Make sure everyone know what’s happening Ask for help Track trains that never arrive Next 4 weeks - Projects Passive reorder notifications New self serve flow for distributors Metrics for distributors on tea sales Hire Customer service head
  98. 98. STATUS EMAILS
  99. 99. OKRS rewritten, reevaluated in every status
  100. 100. FRIDAYS
  101. 101. Restate the Goal in Wins • Engineering demos • Design shows • Sales brags • Customer service stories • Business Development crows • Everybody SHARES WINS TOWARDS GOAL
  102. 102. “WHEN YOU ARE TIRED OF SAYING IT, THEY ARE STARTING TO HEAR IT” – JEFF WEINER
  103. 103. PREPARE TO FAIL
  104. 104. SAND- BAGGING
  105. 105. OVER REACHING
  106. 106. NO CADENCE
  107. 107. FAIL & LEARN
  108. 108. know your Mission set your Objectives choose your Actions learn from your Results
  109. 109. Radical FOCUS
  110. 110. BUT WAIT THERE’S MORE
  111. 111. GOODBYE RATRACE
  112. 112. OBJECTIVE: BE FINANCIALLY STABLE, PRESERVE HEALTH DO WORK I LIKE.
  113. 113. KR: EARN 30K OVER THREE MONTHS DOING WORK I’D DO EVEN IF I WASN’T PAID
  114. 114. KR: HAVE A MANAGEABLE BUDGET TO PREDICT EXPANSES
  115. 115. KR: ZERO ACID REFLUX, ZERO BACK PAIN
  116. 116. HELLO, DREAMLIFE
  117. 117. Thanks to my awesome students in my Designer as Founder class. Especially An, Justin, and Jack for their lead roles. They were paid in pizza, just like a real startup. As Harry Max for not suing me when I use his picture.
  118. 118. Thank You @cwodtke www.eleganthack.com I train companies in techniques to make dreams into realities. https://gum.co/anBwA

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