This document discusses key performance indicators (KPIs), objectives and key results (OKRs), and metrics. It provides definitions and principles for developing effective KPIs and OKRs, including that they should measure customer or user behavior, focus on outcomes rather than outputs, and influence positive behavior. The document also emphasizes keeping metrics simple, agreed upon, and limited in number. Tips are provided such as looking at measures end-to-end and making people feel safe creating their own measures.