Christina Wodtke demonstrates how to use objectives and key results to tackle and realize big goals in a methodical way, leaving nothing to chance. You’ll learn the beauty of a good fail and how regular check-ins can keep you on track to success.

1. Radical Focus
Accomplish Big Goals With Objectives & Key Results
@cwodtke | cwodtke@eleganthack.com
www.eleganthack.com

3. Once upon a time there was a start-up.

5. Hanna

6. Jack

10. Restaurant
Suppliers

12. Restaurant
Suppliers?
Hell no

13. Those people
have no taste.

14. Let’s talk to Jim

15. JimLet me tell
you a story

17. “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?”

18. Gordon answered without hesitation,
“He would get us out of memories.”

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

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

21. Hire a sales
guy? Change the
website…
Hire a sales
team.

22. Restaurant
Suppliers!
Restaurant
Suppliers!

23. But wait,
there’s
more!

24. OKRs
Objectives and Key Results

25. Objectives
Key results

26. OKRs
O: Dream
KR: Success criteria

27. “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.”

28. OKRs
O: Qualitative
Shoot for the moon dream

29. Objective:
Establish epic
value to Northern
California
Restaurant
Suppliers
as the best tea
provider

30. OKRs
KR: Quantitative
“How do we know we met
the objective?

31. KR: Hire a sales guy
KR: redo the website
KR: Place ads in
Restaurant supply
magazines

32. Jim
Those are
tasks.
Not results.

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

34. Jim
You want
flexibility in
the how,
not the
what.

35. Your turn!
Objective:
KR
KR
KR

36. OKR Test
Objective: 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?

37. 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%

38. Team reluctantly agrees
Hell no

40. Team Wiffed them ALL

42. I want you
to meet…

43. Raphael

45. You’re doing it
WRONG

46. FOCUS

47. 1objective

48. UNITES
EFFORTS

49. 3Key Results

50. DEFINES
SUCCESS

51. IT’S NOT
EVERYTHING
YOU DO

52. IT’S WHAT YOU
HAVE TO DO

53. CADENCE

54. Commitment
Mondays are for promises

55. Let me explain.

60. DEDICATION
TO YOUR GOALS
TO YOUR TEAM

61. Fridays are for
Wins & Wine
(or beer. or cake.)

62. Engineering demos

63. Engineering demos
Design demos

64. Engineering demos
Design demos
Sales & Bizdev shares wins

65. Engineering demos
Design demos
Sales & Bizdev shares wins
Beer

66. Everybody needs bragging time
• Motivates team to have
something to share
• Makes you feel like part of
something special
• Show progress

67. Back to the Team
We’re
doomed

68. You didn't
make your
OKRs…

69. "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"

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

71. It’s OK.
We’re
trying
again… but
this time
One OKR for quarter

72. One OKR for quarter
Weekly check-ins
It’s OK.
We’re
trying
again… but
this time

73. It’s OK.
We’re
trying
again… but
this time
One OKR for quarter
Weekly check-ins
Friday Celebrations

75. Team made 2 of 3 KRs!

76. Metrics are growing!

77. Series A

78. Happily ever after?

79. WHY CAN’T WE
GET THINGS
DONE?

80. Important Unimportant
Urgent
Not Urgent
DO now!
Drop itPLAN it
Delegate

81. TOMORROW
NEVER COMES

82. OKRS
MAKE GOALS
URGENT

83. MISSION
Start here

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

85. 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”

86. Philz mission is to “Better Peoples Day.”

87. All Are
• Short (or have a mini-version)
• Clear
• Inspirational
• Memorable

89. SET YOUR
OKRS WELL

90. Examples
• Product is embraced by the
marketplace
• Platform delights developers and
users
• Become the community online for
creatives

91. All Are
• Short (or have a mini-
version)
• Clear
• Inspirational
• Memorable
• Time bound

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

93. OBJECTIVE IS A
MISSION FOR
THREE MONTHS

94. GOOD KEY
RESULTS

96. HOW DO YOU
KNOW?

97. HOW DO I KNOW?
Ratings?
Sales?
Reviews?
Blog posts?
Articles?
Tweets?
Likes?
https://gum.co/anBwA

98. RESULTS vs
TASKS

99. O: Book is available and
generating buzz
• Kr: Publish book on amazon
• Kr: Contact a PR person
• Kr: Give a keynote on book topic

100. 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

101. “WHAT GETS
MEASURED,
GETS
MANAGED“

103. RADICAL
FOCUS

104. 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%

105. Objective:
Establish epic
value to Northern
California
Restaurant
Suppliers
as the best tea
provider

106. Wait!
We can’t just
forget about
RevenueCodeHea
lthCustoemrSatisf
actionSalesHiring

107. 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% 5/10
KR: 20% of reorders self-serve 5/10
KR: Revenue of 250K 5/10
OKR Confidence

108. DO LESS,
BETTER

109. COMMUNICATION

110. “WHEN YOU ARE TIRED
OF SAYING IT, THEY
ARE STARTING TO
HEAR IT”
– JEFF WEINER

111. Objective: Establish clear value
to distributers as a quality
tea provider
KR: Reorders at 85% 5/10
KR: 20% of reorders self-serve 5/10
KR: Revenue of 250K 5/10
Key Risk Factors: Need new self-serve system
up in first month
Priorities this week
Next 4 weeks - Projects
OKR Confidence
Team Health:
Distributor satisfaction Health:
Org Health
Yellow
P1
P1
P1
Green
Close deal with TLM Foods
Team struggling with direction
change
# solid sales canidates in
for interview
Passive reorder notifications
New self serve flow for distributors
Metrics for distributors on tea sales
Hire Customer service head
New Order flow
Monday

112. Restate that goal!
It’s a conversation
Objective: Establish clear value
to distributers as a quality
tea provider
KR: Reorders at 85% 5/10
KR: 20% of reorders self-serve 5/10
KR: Revenue of 250K 5/10
Key Risk Factors: Need new self-serve system
up in first month
OKR Confidence

113. Is our goal hurting
anything we care about?
Team Health
Code Health
Customer Satisfaction
Revenues
Team Health:
Distributor satisfaction Health:
Org Health
Yellow
Green
Team struggling with direction
change

114. Do these efforts more us
closer to the goal?
Keep a backlog of ideas
Experiment with what impacts the
OKRs
FIGHT! ARGUE!
Priorities this week
P1
P1
P1
Close deal with TLM Foods
# solid sales canidates in
for interview
New Order flow

115. What are we doing next
toward that goal?
Make sure everyone know what’s
happening
Ask for help
Track trains that never arrive
Next 4 weeks - Projects
Passive reorder notifications
New self serve flow for distributors
Metrics for distributors on tea sales
Hire Customer service head

116. STATUS
EMAILS

117. OKRS
rewritten,
reevaluated
in every
status

118. FRIDAYS

119. Restate the Goal in Wins
• Engineering demos
• Design shows
• Sales brags
• Customer service
stories
• Business
Development crows
• Everybody SHARES
WINS TOWARDS
GOAL

120. “WHEN YOU ARE TIRED
OF SAYING IT, THEY
ARE STARTING TO
HEAR IT”
– JEFF WEINER

121. PREPARE TO FAIL

122. SAND-
BAGGING

123. OVER
REACHING

124. NO CADENCE

125. FAIL & LEARN

126. know your Mission
set your Objectives
choose your Actions
learn from your Results

127. Radical
FOCUS

128. BUT WAIT
THERE’S MORE

129. GOODBYE RATRACE

130. OBJECTIVE: BE
FINANCIALLY
STABLE, PRESERVE
HEALTH
DO WORK I LIKE.

131. KR: EARN 30K
OVER THREE
MONTHS DOING
WORK I’D DO EVEN
IF I WASN’T PAID

132. KR: HAVE A
MANAGEABLE
BUDGET TO
PREDICT
EXPANSES

133. KR: ZERO ACID
REFLUX, ZERO
BACK PAIN

135. HELLO, DREAMLIFE

136. 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.

137. Thank You
@cwodtke
www.eleganthack.com
I train companies in
techniques to make
dreams into realities.
https://gum.co/anBwA