For starters, try using our free Chat GPT app 'OKR Coach' or the Goal Coach inside Brev.
Great OKRs create clarity, focus, and momentum. Poor OKRs create busywork. This guide covers the principles and practical tips for writing OKRs that actually drive execution.
Start with outcomes, not work
A strong Objective describes the outcome you want to achieve—not the tasks you’ll do.
❌ Launch new onboarding flow
✅ Deliver an onboarding experience that activates new users
Rule of thumb: If it sounds like a project plan, it’s not an objective.
Write clear, inspirational objectives
Objectives should be:
Clear (easy to understand)
Outcome-focused (what changes if you succeed)
Directional (sets intent, not instructions)
Aim for 3–5 objectives per quarter. Fewer is almost always better.
Make key results measurable and specific
Key Results define how you know the objective was achieved.
Great Key Results are:
Quantitative (numbers, %, $, counts)
Unambiguous (no interpretation needed)
Outcome-based (measure impact, not effort)
Examples:
❌ Improve performance
✅ Reduce p99 load time from 800ms to 200ms
Use 1–3 Key Results per objective to maintain focus.
Separate goals from projects
Projects (or initiatives) explain how you’ll get there—but they are not OKRs.
Objectives = what you want to achieve
Key Results = how you measure success
Projects = what you’ll do
Keep projects attached to goals, not embedded inside them.
Align OKRs across the organization
OKRs work best when they connect vertically and horizontally.
Align team OKRs to department and company objectives
Use parent/child relationships to show how work rolls up
Avoid cascading for the sake of it—align where it adds clarity
Alignment should reduce confusion, not create overhead.
Balance ambition with realism
Great OKRs stretch teams without breaking them.
Aspirational OKRs should feel challenging and may not reach 100%
Committed OKRs should be expected to fully deliver
If everything scores 1.0, you may not be stretching. If everything scores 0.2, something’s off.
Review and refine early
OKRs are drafts until execution begins.
Share early
Get feedback from peers and leaders
Clarify wording and metrics before the quarter starts
Clarity up front saves time all quarter long.
Use check-ins to keep OKRs alive
Even great OKRs fail without regular review.
Check in weekly
Update progress and status honestly
Adjust when assumptions change
OKRs are a system, not a document.
Success check: Anyone on your team can read an OKR and immediately understand what matters, how success is measured, and why it’s important.
More questions?
As always, feel free to reach out to us at [email protected] with any questions or directly chat with us in the Brev app.