OKR: Deliver Value,
Not Activities

The Objective is your goal, and Key Results measure it. It’s a simple definition, but in practice, people often fall into a common trap:

Most people start by setting KRs as a list of activities. O: Tidier house, KR1: Buy a broom, KR2: Assign chores to the kids, KR3: Do a weekly inspection. You end up with a to-do list, but by the end of it, you have no feedback on whether you actually achieved any positive outcome.

Properly used OKRs are a game changer — if they force you to ask whether your activities had a measurable positive impact.

• Am I sneezing less?
• Do I feel less stress because the home environment is nicer?
• Are there fewer dog hairs under the bed?

OKRs are about knowing whether your activities are creating value.

• Are we selling more?
• Did we shorten the recruiting cycle?
• Is product development faster?

You need to evaluate outcomes, not activities. Plans are always just hypotheses, and you need a fast feedback loop to see if they hold up. If they don't, you want to find out as early as possible so you can adjust.

Update 2025: If you'd like an AI prompt that checks whether your OKRs measure positive impact or are just a TODO list, reach out via LinkedIn →