Goal Setting & OKRs

We set goals quarterly and execute weekly. This allows us to achieve big, meaty things in the long run, while keeping us accountable day-to-day on getting the little things done.


  • Objectives are mini mission statements.
  • They're aspirational.
  • They should make you want to get out of bed in the morning and come to work.
  • Objectives are qualitative statements.
  • There is only ONE objective for the company.
  • This aligns everyone in the business on the single most important thing.
  • Objectives are set and reviewed quarterly at the quarterly team offsite.

Key results

  • The objective breaks down into 3-5 measurable key results.
  • Key results are quantitative statements.
  • Key results should be stretch goals, and we should aim to achieve 70% of the key results during the quarter.
  • Any more than this and our goals are not big enough.
  • Any less than this and the team is too ambitious.
  • Each Key Result has a confidence score that measures the team's confidence of hitting the target.
  • It starts at 5/10 and moves up or down each week.
  • We use these confidence scores to help us identify where we need to dial in focus.


  • Each Key Result is broken down into Initiatives.
  • Initiatives are chunks of work that help deliver the key results.
  • As there are generally several ways to achieve a key result, each initiative is ranked based on:
  • Impact towards achieving the key result,
  • Level of effort required to deliver the initiative, and
  • Confidence level &/or evidence that delivery will help us achieve the key result.


  • Once we've committed to executing against an initiative, it's broken down into epics and user stories.
  • These epics and user stories comprise our roadmap.
  • A roadmap is a firm commitment of delivery, including timelines, to the rest of the organization.