Objective (OKR)
In OKRs, the Objective is the qualitative goal you want to achieve. It’s supported by measurable Key Results.
Last updated: December 12, 2025
Definition
In OKRs, the Objective is the qualitative goal you want to achieve. It’s supported by measurable Key Results.
More context
An Objective is the “what” you want to achieve. It should be clear enough to align decisions and inspiring enough to motivate consistent iteration, but it becomes operational through measurable Key Results.
Why it matters
Objectives create shared direction; Key Results create measurability.
How to use it
Write a small number of objectives, attach measurable key results, and use experiments to move the key results.
Common pitfalls
Objectives that are vague slogans, or objectives with key results that can’t be measured reliably.
Related terms
- OKR (Objectives and Key Results) — A goal-setting method that connects an Objective (what you want) to Key Results (how you measure progress). Used to steer experiments toward meaningful outcomes.
- KPI (Key Performance Indicator) — A measurable number used to guide decisions and evaluate progress. The first step in the process is choosing a KPI that can be measured periodically.
- Strategic Goal — A top-level goal that serves as the “north star” for experiments and tasks. Sub-goals break it into actionable areas.
- Owner — The accountable person for a metric, area, task, or experiment. Clear ownership prevents work from stalling.