Christina Wodtke has devoted her career to tackling monumental tasks. She’s helped grow companies like LinkedIn, Yahoo, and the New York Times. Nowadays she works with startups and entrepreneurs, sharing her strategies for success and inspiring them to pursue big goals and outlandish dreams.
Christina knows how to inspire diverse teams to work together, going all out in pursuit of a single, ultra-challenging goal. Hint: It’s not about to-do lists and accountability charts. How do you get your team to commit to bold goals? How do you stay motivated despite setbacks and disappointments? And is failure ever a viable option?
Christina Wodtke will demonstrate how she uses objectives and key results to help teams 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.
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
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.”
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%
56. 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
Priorities this week
Next 4 weeks - Projects
OKR Confidence
Team Health:
Distributor satisfaction Health:
Health
Yellow
P1
P1
P1
Green
Close deal with TLM
Foods
Team struggling with direction
change
3 solid sales candidates
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 Spec’d
57. 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
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
3 solid sales candidates
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 Spec’d
Commitment!
58. 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
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
3 solid sales candidates
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 Spec’d
Commitment!
Heads up!
59. 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
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
3 solid sales candidates
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 Spec’d
Commitment!
Heads up!
Discussion &
Support!
60. 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
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
3 solid sales candidates
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 Spec’d
Commitment!
Heads up!
Discussion &
Support!
Protect what
matters
70. "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"
88. 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.
94. 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%
97. 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
99. “WHEN YOU ARE TIRED
OF SAYING IT, THEY ARE
STARTING TO HEAR IT”
– JEFF WEINER
100. 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
101. 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
102. 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
103. 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
104. 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
108. Restate the Goal in Wins
• Engineering demos
• Design shows
• Sales brags
• Customer service
stories
• Business
Development crows
• Everybody SHARES
WINS TOWARDS
GOAL
109. “WHEN YOU ARE TIRED
OF SAYING IT, THEY ARE
STARTING TO HEAR IT”
– JEFF WEINER
118. Google
to organize the world‘s
information and make it
universally accessible and
useful
119. 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”
133. O: Book is available and
generating buzz
• Kr: Publish book on amazon
• Kr: Contact a PR person
• Kr: Give a keynote on book topic
134. 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
144. Tips on OKRS
• Set only 1 OKR for the
company, unless you have
multiple business lines. It’s
about focus.
• OKRs are not the only thing
you do, they are the one thing
you must do. Expect people to
keep the ship running
• Give yourself 3 months for an
OKR. How bold is it if you can
do it in a week?
• Keep the metrics out of the
• In the weekly check in, open
with company OKR then do
groups
• OKRs cascade; set company
OKRs, then groups/roles, and
then individual’s.
• Weekly OKR check in is a
conversation. Be sure to
discuss change in confidence,
health metrics and priorities
• Encourage employees to
suggest company OKRs.Learn more: http://www.eleganthack.com/the-art-of-the-okr/
147. Google
to organize the world‘s
information and make it
universally accessible and
useful
148. 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
164. O: Book is available and
generating buzz
• Kr: Publish book on amazon
• Kr: Contact a PR person
• Kr: Give a keynote on book topic
165. 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
172. THE CONE OF UNCERTAINTY
I can predict
what will
happen
tomorrow
I can guess
about next
month
I’m lying to myself
if I say I know
what’s happening
next year
175. O: POSITION BOOK
IN MARKETPLACE
Kr: book published
digitally on amazon
Kr: review copies out to
beta customers and 100
influencers resulting in 5
reviews of 4< stars
Q1 Q2 Q3 Q4O: EPIC BOOK
ADOPTION
O: OKR
CONFERENCE
O: SECOND
BOOK IN
MARKETPLACE
176. Act as if it were true
Until it’s proven wrong
Then adjust
178. 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
Mondays each team lead shares:
• Week’s Priorities ( to get help & make
commitment)
• Near term roadmap (heads up!)
• OKR confidence
• Key health indicators
179. SLOT IN EFFORTS TOWARD
OBJECTIVE
Keep a backlog of ideas
Experiment with what impacts the
OKRs
Priorities this week
P1
P1
P1
Close deal with TLM Foods
# solid sales canidates in for
interview
New Order flow
180. HEADS UP
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
181. IS CONFIDENCE UP OR
DOWN?
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
182. Health Metrics
Team Health
Code Health
Customer Satisfaction
Revenues
Team Health:
Distributor satisfaction Health:
Org Health
Yellow
Green
Team struggling with direction
change
183. 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
Key Risk Factors: Need new self-serve system
up in first month
OKR Confidence
202. Performance Reviews
Don’t
• Wait until he end of the
year
• Base them on OKR
completion (leads to
sandbagging)
• Dawdle or procrastinate
• Try to be a buddy
Do
• Have them quarterly
• Have the employee write a
500 word essay on her
accomplishments
• Be quick, light and frequent
• Be fact based
• Be compassionate
203.
204.
205. 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.
Hinweis der Redaktion
Once upon a time there was an old farmer who had worked his crops for many years. One day his horse ran away. Upon hearing the news, his neighbors came to visit. “Such bad luck,” they said sympathetically.
“Maybe,” the farmer replied.
The next morning the horse returned, bringing with it three other wild horses. “How wonderful,” the neighbors exclaimed.
“Maybe,” replied the old man.
The following day, his son tried to ride one of the untamed horses, was thrown, and broke his leg. The neighbors again came to offer their sympathy on his misfortune.
“Maybe,” answered the farmer.
The day after, military officials came to the village to draft young men into the army. Seeing that the son’s leg was broken, they passed him by. The neighbors congratulated the farmer on how well things had turned out.
“Maybe,” said the farmer.
When I joined Linkedin, many people said “huh, that’s interesting.” Many did not know why I’d join a resume site.
When I joined Myspace, they said good luck. It looked hard, but possible.
When I joined Zynga they all congratulated me on landing in one of the hottest spots in the valley.
I’ve learned to say “We’ll see.”
But one thing I did learn
Once upon a time there was a start-up.
Once upon a time there was a start-up.
This start-up has a vision to bring delicious artisinal loose-leaf tea to fine dining restaurants and discerning cafes.
There were two founders.
Hanna was first-generation Chinese, and loved the tea she grew up with at her parents house. She despaired of getting a nice cup of green dragon well after a fine meal.
Jack was British, and equally miserable at cafes that could poach an egg perfectly yet thought earl grey was a who and not a what. They knew there were plenty of great tea producers. So they decided they would connect great tea with fine restaurants and cafes that were snobbish about coffee but ambivalent about tea.
And because they went to Stanford and could do math, they managed to raise a little money to make a go at it.
After a happy six months decorating and office and hiring engineers and making a very pretty website where buyers could find tea producers and order tasty tea and giving away tea at tech meet-ups and even closing a few deals they started to feel a little uneasy. While they had another 18 months of runway, they wondered what was going on. They had many many little tea producers signing up, but only two buyers. A lopsided market is not a profitable market. Like good little founders, they decided to go out and sell more tea themselves, to learn more about the market!
One day, Hann came back with a very big order from a distributor. This distributor sold tea to all kinds of restaurants, big and small, as well as canned good and dry goods and coffee. Jack was both happy and alarmed! He was happy to see so much money about to come into the business, yet this was not TO PLAN. They were here to connect fine dining and fine tea!
A few days later, Hann used her connections to close another deal with another distributor. It was a lot of money, but Jack was even more alarmed. This distributor did not want to use the nice self-serve website they built. Hann had to enter in their information by hand... and would every time they wanted to order! How would that scale? But it was soooo much money. and then she did it again and again.
Then, a few weeks later, Hann pulled Jack into their conference room. They had to kick out their lead programmer, as he liked to hide there to code quietly. Hann pointed out to Jack that they were doing better connecting to distributors seeking to up-scale their offering than cafes. That a single sale with a distributor resulted in more money per sales call. The restaurants didn&apos;t like like evaluating tea producers using the site either. Perhaps it was time to rethink their market focus. They went back and forth for awhile, but Jack, because despite being a designer he could also do math, realized this might be a good choice. But before uprooting everything and telling new stories to the employees and hiring a salesperson, he suggested they talk with Jim Frost.
Jim Frost was the first angel who gave them money. He was a valley veteran, and had seem many companies go under as well as a few succeed.
He was wise and insightful and could surely help the figure this out.
They had to meet at a Starbucks near his office, which always made Jack have small quiet meltdowns inside. By the time they had finished talking Jim and math had them decided that selling to distributors that had relationships with retailers was the answer. They achieved product/market fit when they weren&apos;t even paying attention!
“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.” I stared at him, numb, then said,
“Why shouldn’t you and I walk out the door, come back and do it ourselves?” Andy Grove
Jim Frost was the first angel who gave them money. He was a valley veteran, and had seem many companies go under as well as a few succeed.
He was wise and insightful and could surely help the figure this out.
They had to meet at a Starbucks near his office, which always made Jack have small quiet meltdowns inside. By the time they had finished talking Jim and math had them decided that selling to distributors that had relationships with retailers was the answer. They achieved product/market fit when they weren&apos;t even paying attention!
Then, a few weeks later, Hann pulled Jack into their conference room. They had to kick out their lead programmer, as he liked to hide there to code quietly. Hann pointed out to Jack that they were doing better connecting to distributors seeking to up-scale their offering than cafes. That a single sale with a distributor resulted in more money per sales call. The restaurants didn&apos;t like like evaluating tea producers using the site either. Perhaps it was time to rethink their market focus. They went back and forth for awhile, but Jack, because despite being a designer he could also do math, realized this might be a good choice. But before uprooting everything and telling new stories to the employees and hiring a salesperson, he suggested they talk with Jim Frost.
Jim Frost had another piece of advice
Now Hann and Jack were ready to focus the company on growth. And Jim had given them a little tool to help them with it. It&apos;s called OKRs.
Used at google
Popularized form john doer
Then, a few weeks later, Hann pulled Jack into their conference room. They had to kick out their lead programmer, as he liked to hide there to code quietly. Hann pointed out to Jack that they were doing better connecting to distributors seeking to up-scale their offering than cafes. That a single sale with a distributor resulted in more money per sales call. The restaurants didn&apos;t like like evaluating tea producers using the site either. Perhaps it was time to rethink their market focus. They went back and forth for awhile, but Jack, because despite being a designer he could also do math, realized this might be a good choice. But before uprooting everything and telling new stories to the employees and hiring a salesperson, he suggested they talk with Jim Frost.
Then, a few weeks later, Hann pulled Jack into their conference room. They had to kick out their lead programmer, as he liked to hide there to code quietly. Hann pointed out to Jack that they were doing better connecting to distributors seeking to up-scale their offering than cafes. That a single sale with a distributor resulted in more money per sales call. The restaurants didn&apos;t like like evaluating tea producers using the site either. Perhaps it was time to rethink their market focus. They went back and forth for awhile, but Jack, because despite being a designer he could also do math, realized this might be a good choice. But before uprooting everything and telling new stories to the employees and hiring a salesperson, he suggested they talk with Jim Frost.
Jim Frost was the first angel who gave them money. He was a valley veteran, and had seem many companies go under as well as a few succeed.
He was wise and insightful and could surely help the figure this out.
They had to meet at a Starbucks near his office, which always made Jack have small quiet meltdowns inside. By the time they had finished talking Jim and math had them decided that selling to distributors that had relationships with retailers was the answer. They achieved product/market fit when they weren&apos;t even paying attention!
Then, a few weeks later, Hann pulled Jack into their conference room. They had to kick out their lead programmer, as he liked to hide there to code quietly. Hann pointed out to Jack that they were doing better connecting to distributors seeking to up-scale their offering than cafes. That a single sale with a distributor resulted in more money per sales call. The restaurants didn&apos;t like like evaluating tea producers using the site either. Perhaps it was time to rethink their market focus. They went back and forth for awhile, but Jack, because despite being a designer he could also do math, realized this might be a good choice. But before uprooting everything and telling new stories to the employees and hiring a salesperson, he suggested they talk with Jim Frost.
Jim Frost was the first angel who gave them money. He was a valley veteran, and had seem many companies go under as well as a few succeed.
He was wise and insightful and could surely help the figure this out.
They had to meet at a Starbucks near his office, which always made Jack have small quiet meltdowns inside. By the time they had finished talking Jim and math had them decided that selling to distributors that had relationships with retailers was the answer. They achieved product/market fit when they weren&apos;t even paying attention!
Dind’t make OKRS
Dind’t make OKRS
Jim Frost had another piece of advice
Tough guy but
Dind’t make OKRS
&quot;We had some problems with the performance of the site&quot;&quot;We had to deal with wrong orders and late deliveries to Los Gatos&quot;&quot;I don&apos;t think we&apos;re marketing right&quot;&quot;We didn&apos;t hire a second salesperson!&quot;
Dind’t make OKRs
&quot;We had some problems with the performance of the site&quot;&quot;We had to deal with wrong orders and late deliveries to Los Gatos&quot;&quot;I don&apos;t think we&apos;re marketing right&quot;&quot;We didn&apos;t hire a second salesperson!&quot;
RS
&quot;We had some problems with the performance of the site&quot;&quot;We had to deal with wrong orders and late deliveries to Los Gatos&quot;&quot;I don&apos;t think we&apos;re marketing right&quot;&quot;We didn&apos;t hire a second salesperson!&quot;
Once upon a time there was a start-up.
Then, a few weeks later, Hann pulled Jack into their conference room. They had to kick out their lead programmer, as he liked to hide there to code quietly. Hann pointed out to Jack that they were doing better connecting to distributors seeking to up-scale their offering than cafes. That a single sale with a distributor resulted in more money per sales call. The restaurants didn&apos;t like like evaluating tea producers using the site either. Perhaps it was time to rethink their market focus. They went back and forth for awhile, but Jack, because despite being a designer he could also do math, realized this might be a good choice. But before uprooting everything and telling new stories to the employees and hiring a salesperson, he suggested they talk with Jim Frost.
Jack was British, and equally miserable at cafes that could poach an egg perfectly yet thought earl grey was a who and not a what. They knew there were plenty of great tea producers. So they decided they would connect great tea with fine restaurants and cafes that were snobbish about coffee but ambivalent about tea.
What is a north star? It is the goal, the thing you are aiming for, and when you arrive, you can launch.
http://www.boxesandarrows.com/view/building_a_vision_of_design_success,
What is a north star? It is the goal, the thing you are aiming for, and when you arrive, you can launch.
http://www.boxesandarrows.com/view/building_a_vision_of_design_success,