What an OKR is

An OKR has two parts. The Objective says where you want to go. The key results say how you'll know you got there.

Everything you plan to do to get there (projects, campaigns, tasks) is an initiative. Initiatives matter, but they are not part of the OKR itself, and they are not scored.

Objective: where we want to goMake our catalogue the first choice for STEM teachers

measured by

Key result 1Grow STEM teacher accounts from 1,200 to 2,000

Key result 2Raise teacher satisfaction score from 28 to 40

Key result 3Increase repeat school orders from 30% to 45%

moved by

InitiativeMonthly teacher webinars

InitiativeFree sample kits for schools

InitiativeNew online ordering portal

The OKR is the Objective plus its key results. Initiatives are the work you bet will move the key results; they are not scored.

Quick test

If you can tick it off a to-do list, it's an initiative, not a key result.

Weak

Objective: Launch the teacher portal

Strong

Objective: Make ordering effortless for schools

KR: Cut average order time from 12 minutes to 4

Launching a portal is something you do. The OKR says what should change for schools because you did it.

Try it8 items

Objective, key result, or initiative?

Become the publisher teachers recommend to each other

Raise teacher referrals from 50 to 150 a quarter

Run a teacher ambassador programme

Cut order errors from 4% to 1%

Redesign the order form

Make our books the easiest to order in the market

Attend three education fairs

Increase digital sample downloads from 2,000 to 5,000