What are OKRs in the first place?
First of all, let’s start from the beginning and explain what this methodology called OKRs is. OKRs (Objectives and Key Results) is a goal-setting framework used by organizations and individuals to define and measure their objectives. Objectives are qualitative, aspirational goals, while Key Results are specific, measurable outcomes that indicate progress. This approach fosters alignment and transparency at various levels within an organization, from company-wide goals to team contributions. Regular check-ins ensure focus and adaptability, creating a dynamic system for achieving and celebrating success. OKRs promote transparency, collaboration, alignment and agility in goal pursuit.
As we entered a hypergrowth phase, it became urgent to adopt an intentional way to set and track goals. We use OKR to focus on the right direction (Do the right things), align on the right things (Do things right) and making fast decisions autonomously (Do things fast).
Starting with the Why
When coaching on OKRs, I often notice individuals start setting their OKRs (Objective and key results) by discussing tasks, action plans and initiatives. Few can easily connect these solutions with outcomes, and even fewer can explain why they engage in those initiatives in the first place.
If this resonates with you, know that many share the same experience. In his Golden Circle theory, Simon Sinek explained how we are programmed to communicate. We’re used to expressing WHAT we do instead of WHY we do things. Moreover, we spend much time discussing solutions like products, services, and ideas (outputs), neglecting the reasons behind these solutions.
Simon mentioned that leading companies communicate from the inside-out, starting with why they exist, then how they function, and finally, what they do. The field of Neuroscience highlights the importance of always starting your message by stating your purpose. When presenting your WHY, you activate the part of the brain that activates behaviors — Prefrontal Cortex.
Starting with the why helps us uncover the true purpose and objectives of a task. This in turn, might transform how we motivate people to pursue more meaningful goals towards making Africans’ lives easier than just “developing a new feature”.
Objective & Key Results — Real-life example
When I guide Product and Tech teams at Yassir in setting significant objectives and Key Results, I often ask them if “losing weight” is considered an Objective or a Key Result.
Generally, individuals respond by identifying it as an objective. The reason for this is, as humans, we usually perceive goals like “Getting in shape, losing a few pounds, gaining muscles…etc” as more tangible and measurable.
Following that, I ask another question “Why would someone try to lose weight?” Responses come in like this:
- To play around with their kids without feeling tired
- To lace their shoes without struggling
- To increase their self-esteem
- To have better health and live longer
Setting goals focused only on gaining muscles and losing weight may not be that inspiring after a while and would likely lead to giving up in the middle of the journey. However, when we design our metrics to be focused on deeper reasons behind the goal, we send a strong message to our brain: “It is important to keep going to the gym because we are tired of not being able to lace our shoes properly”.
Setting OKRs using the Golden Circle model
To stimulate the part of the brain that controls behaviors, we can take inspiration from the Golden Circle model, starting with the objective instead of the key results or tasks. This involves:
- The clarity of our objective (WHY)
- The discipline of tracking our key results (HOW)
- The consistency of what we are doing to reach it (WHAT)
Returning to the example of getting in shape and setting a personal OKR by using the same approach above, we might have:
Objective: Become healthier than ever to be able to play with my kids
- KR1: Lose weight from 85 kg to 80 kg
- KR2: Decrease my body fat percentage from 27% to 22%
- KR3: Reduce my waist circumference from 104 cm to 94 cm
Objective: Enhance my running performance to complete Berlin’s Ultramarathon
- KR1: Achieve an average pace of 5:30’’/km during training.
- KR2: Lose weight from 75 kg to 72kg
- KR3: Increase my VO² max from 65 to 75 mL/kg/min
Both examples share the goal of losing weight, but their action plans (tasks) may vary based on the underlying context (reason). Someone aiming to shed pounds for better health might establish tasks like reducing sugar and carbohydrate intake, whereas an individual focused on improving running performance may set goals such as increasing exercise frequency or hiring a professional coach. The crucial factor is must align our initiatives with the underlying motivation (WHY); failure to do so may lead us in the wrong direction.
Takeaways
Many teams struggle with OKR implementations due to the inability to change how they work. While new frameworks or tools can help, changing the way we approach our goals and tasks can make significant improvements in our work results. What I learned at Yassir is that prioritizing purpose in setting OKRs proved to be effective. Having a narrative that mobilizes and a clear and detailed reason simplifies tasks and makes them more straightforward toward the goal.
As the OKR framework continues to gain prominence in the start-up world, OKR practitioners and champions are asked to be outstanding storytellers who can articulate a compelling vision for why we do what we do (be it losing weight or otherwise).
