radical focus: accomplish big goals with objectives and key results
TRANSCRIPT
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Radical FocusAccomplish Big Goals With Objectives & Key Results
@cwodtke | [email protected] www.eleganthack.com
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Once upon a time there was a start-up.
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Hanna
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Jack
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Restaurant Suppliers
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Restaurant Suppliers?
Hell no
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Those people have no taste.
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Let’s talk to Jim
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JimLet me tell you a story
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“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?”
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Gordon answered without hesitation,
“He would get us out of memories.”
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“Why shouldn’t you and I walk out the door, come back and do it ourselves?” Andy Grove
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Jim“Let’s pretend we’ve already decided”
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Hire a sales guy? Change the
website…
Hire a sales team.
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Restaurant Suppliers!Restaurant Suppliers!
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But wait, there’s more!
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OKRsObjectives and Key Results
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ObjectivesKey results
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OKRs
O: DreamKR: Success criteria
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“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.”
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OKRs
O: Qualitative
Shoot for the moon dream
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Objective: Establish epic value to Northern California Restaurant Suppliersas the best tea provider
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OKRs
KR: Quantitative
“How do we know we met the objective?
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KR: Hire a sales guyKR: redo the websiteKR: Place ads in Restaurant supply magazines
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Jim
Those are tasks. Not results.
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KR: Reorders at 85% KR: 20% of reorders self-serve KR: Revenue of 250K
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JimYou want flexibility in the how, not the what.
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Your turn!Objective:KRKRKR
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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?
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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%
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Team reluctantly agrees
Hell no
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Team Wiffed them ALL
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I want you to meet…
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Raphael
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You’re doing it WRONG
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FOCUS
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1objective
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UNITES EFFORTS
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3Key Results
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DEFINES SUCCESS
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IT’S NOT EVERYTHING
YOU DO
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IT’S WHAT YOU HAVE TO DO
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CADENCE
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Commitment
Mondays are for promises
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Let me explain.
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DEDICATIONTO YOUR GOALS
TO YOUR TEAM
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Fridays are for Wins & Wine
(or beer. or cake.)
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Engineering demos
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Engineering demosDesign demos
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Engineering demosDesign demos
Sales & Bizdev shares wins
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Engineering demosDesign demos
Sales & Bizdev shares winsBeer
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Everybody needs bragging time
• Motivates team to have something to share
• Makes you feel like part of something special
• Show progress
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Back to the Team
We’re doomed
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You didn't make your
OKRs…
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"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"
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Hold on! Most companies fail the first time they try OKRs
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It’s OK.We’re trying
again… but this time
One OKR for quarter
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One OKR for quarterWeekly check-ins
It’s OK.We’re trying
again… but this time
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It’s OK.We’re trying
again… but this time
One OKR for quarterWeekly check-ins
Friday Celebrations
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Team made 2 of 3 KRs!
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Metrics are growing!
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Series A
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Happily ever after?
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WHY CAN’T WE GET THINGS
DONE?
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Important Unimportant
Urgent
Not Urgent
DO now!
Drop itPLAN it
Delegate
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TOMORROW NEVER COMES
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OKRS MAKE GOALS
URGENT
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MISSIONStart here
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to organize the world‘s information and make it universally accessible and useful
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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”
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Philz mission is to “Better Peoples Day.”
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All Are
• Short (or have a mini-version)• Clear• Inspirational• Memorable
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SET YOUR OKRS WELL
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Examples
• Product is embraced by the marketplace
• Platform delights developers and users
• Become the community online for creatives
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All Are
• Short (or have a mini-version)
• Clear• Inspirational• Memorable • Time bound
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Does your objective make you jump out of bed in the morning?
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OBJECTIVE IS A MISSION FOR
THREE MONTHS
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GOOD KEY RESULTS
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HOW DO YOU KNOW?
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HOW DO I KNOW?
Ratings? Sales?Reviews?Blog posts? Articles?Tweets?Likes?
https://gum.co/anBwA
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RESULTS vsTASKS
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O: Book is available and generating buzz
• Kr: Publish book on amazon• Kr: Contact a PR person• Kr: Give a keynote on book topic
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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
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“WHAT GETS MEASURED,
GETS MANAGED“
PETER
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RADICAL FOCUS
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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%
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Objective: Establish epic value to Northern California Restaurant Suppliersas the best tea provider
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Wait!We can’t just forget about RevenueCodeHealthCustoemrSatisfactionSalesHiring
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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
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DO LESS, BETTER
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COMMUNICATION
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“WHEN YOU ARE TIRED OF SAYING IT, THEY ARE STARTING TO
HEAR IT” – JEFF WEINER
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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
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 HealthYellow
P1
P1
P1
Green
Close deal with TLM Foods
Team struggling with direction change
# 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
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Restate that goal!It’s a conversation
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
Key Risk Factors: Need new self-serve system up in first month
OKR Confidence
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Is our goal hurting anything we care about? Team HealthCode HealthCustomer SatisfactionRevenues
Team Health:
Distributor satisfaction Health:
Org HealthYellow
Green
Team struggling with direction change
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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
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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
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STATUS EMAILS
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OKRS rewritten,
reevaluated in every status
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FRIDAYS
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Restate the Goal in Wins• Engineering demos• Design shows• Sales brags• Customer service
stories• Business
Development crows• Everybody SHARES
WINS TOWARDS GOAL
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“WHEN YOU ARE TIRED OF SAYING IT, THEY ARE STARTING TO
HEAR IT” – JEFF WEINER
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PREPARE TO FAIL
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SAND-BAGGING
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OVER REACHING
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NO CADENCE
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FAIL & LEARN
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know your Missionset your Objectives
choose your Actionslearn from your Results
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Radical FOCUS
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BUT WAIT THERE’S MORE
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GOODBYE RATRACE
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OBJECTIVE: BE FINANCIALLY
STABLE, PRESERVE HEALTH
DO WORK I LIKE.
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KR: EARN 30K OVER THREE
MONTHS DOING WORK I’D DO EVEN IF I WASN’T PAID
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KR: HAVE A MANAGEABLE BUDGET TO
PREDICT EXPANSES
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KR: ZERO ACID REFLUX, ZERO
BACK PAIN
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HELLO, DREAMLIFE
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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.
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Thank You
@cwodtkewww.eleganthack.com
I train companies in techniques to make dreams into realities.
https://gum.co/anBwA