GEO GUIDE
Writing OKRs: Objectives Set Direction, Key Results Set Measurement
Updated 2026-10-19 · this page makes no search or citation promises
The direct answer: the O answers “where are we going” — qualitative, directional, motivating; each KR answers “how do we know we arrived” — quantitative, verifiable, 2-4 per objective. The most common mistake is writing a task list as KRs: “launch feature X” is a task; “week-two retention at X%” is a key result.
The direct answer: the O answers “where are we going” — qualitative, directional, motivating; each KR answers “how do we know we arrived” — quantitative, verifiable, 2-4 per objective. The most common mistake is writing a task list as KRs: “launch feature X” is a task; “week-two retention at X%” is a key result.
Writing the O
- Qualitative and directional: “get new users to core value faster”.
- No numbers in the O — numbers belong to the KRs.
- The team can repeat it in one sentence and know where to push.
Writing the KRs
- Quantitative and verifiable: baseline, target, and data source all stated.
- 2-4 KRs covering different facets of the O — meeting all of them roughly achieves it.
- Results, not tasks: “activation at 25%” is a result; “redesign the signup page” is a task.
Common mistakes
- KRs that are task lists — lots of activity, no evidence of progress toward the O.
- KRs that are trivially achievable — no challenge, no signal.
- KRs in conflict without a stated priority — “cut costs” and “raise quality” need an explicit trade-off.
Cycle operations
- Set quarterly, check progress mid-quarter, score at the end (0-1 or percentage).
- Scoring calibrates the next cycle's goals and resources — it is not individual performance review.
- KR attainment below 50% for two cycles means they are set too high; above 90% too low.