radical focus: accomplish big goals with objectives and key results

Radical FocusAccomplish Big Goals With Objectives & Key Results

@cwodtke | [email protected] www.eleganthack.com

Once upon a time there was a start-up.

Restaurant Suppliers

Restaurant Suppliers?

Hell no

Those people have no taste.

Let’s talk to Jim

JimLet me tell you a story

“I looked out the window at the Ferris wheel of the Great America amusement park revolving in the distance, then I turned back to Gordon and I asked, “If we got kicked out and the board brought in a new CEO, what do you think he would do?”

Gordon answered without hesitation,

“He would get us out of memories.”

“Why shouldn’t you and I walk out the door, come back and do it ourselves?” Andy Grove

Jim“Let’s pretend we’ve already decided”

Hire a sales guy? Change the

website…

Hire a sales team.

Restaurant Suppliers!Restaurant Suppliers!

But wait, there’s more!

OKRsObjectives and Key Results

ObjectivesKey results

OKRs

O: DreamKR: Success criteria

“Google did more than adopt it,” says Doerr. “They embraced it.”

OKRs became an essential component of Google culture. Every employee had to set, and then

get approval for, quarterly OKRs and annual OKRs.”

OKRs

O: Qualitative

Shoot for the moon dream

Objective: Establish epic value to Northern California Restaurant Suppliersas the best tea provider

OKRs

KR: Quantitative

“How do we know we met the objective?

KR: Hire a sales guyKR: redo the websiteKR: Place ads in Restaurant supply magazines

Jim

Those are tasks. Not results.

KR: Reorders at 85% KR: 20% of reorders self-serve KR: Revenue of 250K

JimYou want flexibility in the how, not the what.

Your turn!Objective:KRKRKR

OKR TestObjective: Is it aspirational & qualitative?

KRs: Is it a result or a task?Is it measureable?

Does it take a full quarter to achieve?Is it really hard? 50% Confidence?

Objective: Establish epic value to suppliers

AND delight existing customers with a responsive customer service team

AND new order flow online to support reorders, reducing calls by 50%

Team reluctantly agrees

Hell no

Team Wiffed them ALL

I want you to meet…

Raphael

You’re doing it WRONG

1objective

UNITES EFFORTS

3Key Results

DEFINES SUCCESS

IT’S NOT EVERYTHING

YOU DO

IT’S WHAT YOU HAVE TO DO

CADENCE

Commitment

Mondays are for promises

Let me explain.

DEDICATIONTO YOUR GOALS

TO YOUR TEAM

Fridays are for Wins & Wine

(or beer. or cake.)

Engineering demos

Engineering demosDesign demos


Sales & Bizdev shares wins


Sales & Bizdev shares winsBeer

Everybody needs bragging time

• Motivates team to have something to share

• Makes you feel like part of something special

• Show progress

Back to the Team

We’re doomed

You didn't make your

OKRs…

"I don't think we're marketing right"

"We had to deal with wrong orders and late deliveries to

Los Gatos"

"We didn't hire a second salesperson!"

"We had some problems with the performance of the

site"

Hold on! Most companies fail the first time they try OKRs

It’s OK.We’re trying

again… but this time

One OKR for quarter

One OKR for quarterWeekly check-ins





One OKR for quarterWeekly check-ins

Friday Celebrations

Team made 2 of 3 KRs!

Metrics are growing!

Series A

Happily ever after?

WHY CAN’T WE GET THINGS

DONE?

Important Unimportant

Urgent

Not Urgent

DO now!

Drop itPLAN it

Delegate

TOMORROW NEVER COMES

OKRS MAKE GOALS

URGENT

MISSIONStart here

Google

to organize the world‘s information and make it universally accessible and useful

Amazon

“to be Earth’s most customer-centric company, where customers can find and discover anything they might want to buy online, and endeavors to offer its customers the lowest possible prices”

Philz mission is to “Better Peoples Day.”

All Are

• Short (or have a mini-version)• Clear• Inspirational• Memorable

SET YOUR OKRS WELL

Examples

• Product is embraced by the marketplace

• Platform delights developers and users

• Become the community online for creatives

All Are

• Short (or have a mini-version)

• Clear• Inspirational• Memorable • Time bound

Does your objective make you jump out of bed in the morning?

OBJECTIVE IS A MISSION FOR

THREE MONTHS

GOOD KEY RESULTS

HOW DO YOU KNOW?

HOW DO I KNOW?

Ratings? Sales?Reviews?Blog posts? Articles?Tweets?Likes?

https://gum.co/anBwA

RESULTS vsTASKS

O: Book is available and generating buzz

• Kr: Publish book on amazon• Kr: Contact a PR person• Kr: Give a keynote on book topic

O: Book is available and generating buzz

• Kr: Review copies out to beta customers and 100 influencers resulting in 5 reviews of 4< stars

• Kr: Dec sales of 1K• Kr: 5 cold leads for talks/workshops

from book

“WHAT GETS MEASURED,

GETS MANAGED“

PETER

RADICAL FOCUS

Objective: Establish epic value to suppliers

AND delight existing customers with a responsive customer service team

AND new order flow online to support reorders, reducing calls by 50%

Objective: Establish epic value to Northern California Restaurant Suppliersas the best tea provider

Wait!We can’t just forget about RevenueCodeHealthCustoemrSatisfactionSalesHiring

PUSH VS PROTECT

Team Health:

Distributor satisfaction Health:

Org Health

Yellow

Green

Team struggling with direction change

Objective: Establish clear value to distributers as a quality tea provider

KR: Reorders at 85% 5/10KR: 20% of reorders self-serve 5/10KR: Revenue of 250K 5/10

OKR Confidence

DO LESS, BETTER

COMMUNICATION

“WHEN YOU ARE TIRED OF SAYING IT, THEY ARE STARTING TO

HEAR IT” – JEFF WEINER



Key Risk Factors: Need new self-serve system up in first month

Priorities this week

Next 4 weeks - Projects

OKR Confidence

Team Health:


Org HealthYellow

P1

P1

P1

Green

Close deal with TLM Foods


# solid sales canidates in for interview

Passive reorder notificationsNew self serve flow for distributorsMetrics for distributors on tea salesHire Customer service head

New Order flow

Monday

Restate that goal!It’s a conversation



Key Risk Factors: Need new self-serve system up in first month

OKR Confidence

Is our goal hurting anything we care about? Team HealthCode HealthCustomer SatisfactionRevenues

Team Health:


Org HealthYellow

Green


Do these efforts more us closer to the goal? Keep a backlog of ideasExperiment with what impacts the OKRsFIGHT! ARGUE!

Priorities this weekP1

P1

P1

Close deal with TLM Foods

# solid sales canidates in for interview

New Order flow

What are we doing next toward that goal? Make sure everyone know what’s happening Ask for helpTrack trains that never arrive

Next 4 weeks - Projects

Passive reorder notificationsNew self serve flow for distributorsMetrics for distributors on tea salesHire Customer service head

STATUS EMAILS

OKRS rewritten,

reevaluated in every status

FRIDAYS

Restate the Goal in Wins• Engineering demos• Design shows• Sales brags• Customer service

stories• Business

Development crows• Everybody SHARES

WINS TOWARDS GOAL

“WHEN YOU ARE TIRED OF SAYING IT, THEY ARE STARTING TO

HEAR IT” – JEFF WEINER

PREPARE TO FAIL

SAND-BAGGING

OVER REACHING

NO CADENCE

FAIL & LEARN

know your Missionset your Objectives

choose your Actionslearn from your Results

Radical FOCUS

BUT WAIT THERE’S MORE

GOODBYE RATRACE

OBJECTIVE: BE FINANCIALLY

STABLE, PRESERVE HEALTH

DO WORK I LIKE.

KR: EARN 30K OVER THREE

MONTHS DOING WORK I’D DO EVEN IF I WASN’T PAID

KR: HAVE A MANAGEABLE BUDGET TO

PREDICT EXPANSES

KR: ZERO ACID REFLUX, ZERO

BACK PAIN

HELLO, DREAMLIFE

Thanks to my awesome students in my Designer as Founder class. Especially An, Justin, and Jack for their lead roles.They were paid in pizza, just like a real startup.

As Harry Max for not suing me when I use his picture.

Thank You

@cwodtkewww.eleganthack.com

I train companies in techniques to make dreams into realities.

https://gum.co/anBwA

radical focus: accomplish big goals with objectives and key results

Leadership & Management