Brainstorm Okrs

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---
name: brainstorm-okrs
description: Generate team-level OKRs aligned with company strategy. Use when planning quarterly objectives, setting team goals, or translating strategy into measurable key results.
tags: [okrs, planning, strategy, goal-setting]
---

# Brainstorm OKRs

Generate well-structured, outcome-focused OKRs (Objectives and Key Results) for product teams — aligned with company strategy and grounded in what the team can actually influence.

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## Purpose

Most OKRs fail because they're either disguised task lists ("launch feature X") or unmeasurable aspirations ("delight customers"). This skill produces OKRs that are **outcome-focused, measurable, and achievable** — following Christina Wodtke's *Radical Focus* framework.

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## When to Use

- Quarterly or annual planning
- When a team needs to translate company strategy into team-level goals
- When existing OKRs are output-focused and need reframing
- When aligning multiple teams around shared outcomes

## When NOT to Use

- Sprint planning (too granular — use sprint goals instead)
- Individual performance goals (OKRs are for teams, not individuals)
- When the company strategy itself is unclear (clarify strategy first)

---

## Required Context (Ask If Missing)

- **Company-level objectives or strategy** — what is the company trying to achieve?
- **Team scope** — what does this team own? What can they influence?
- **Current metrics** — baselines for any metrics the team tracks
- **Time horizon** — quarterly (most common) or annual?
- **Constraints** — any known limitations (headcount, dependencies, tech debt)?

---

## OKR Fundamentals

### What Makes a Good Objective

- **Qualitative**: Describes a desired future state, not a number
- **Inspirational**: Makes the team want to pursue it
- **Time-bound**: Achievable within the quarter
- **Actionable**: The team can directly influence the outcome
- **Aligned**: Connects to company-level strategy

**Good:** "Make onboarding so smooth that new users reach value in their first session"
**Bad:** "Increase retention" (too vague), "Launch onboarding v2" (output, not outcome)

### What Makes a Good Key Result

- **Quantitative**: A specific number with a baseline and target
- **Outcome-focused**: Measures the result, not the activity
- **Ambitious but achievable**: 60–70% confidence of hitting (stretch, not sandbagged)
- **3 per Objective**: Fewer is fine; more than 5 is too many
- **Independently measurable**: Can be tracked without subjective judgment

**Good:** "Reduce time-to-first-value from 14 days to 3 days"
**Bad:** "Ship 5 features" (output), "Improve NPS" (no target), "Increase everything" (unfocused)

### OKRs vs. KPIs vs. North Star

These are **complementary, not competing**:

| Concept | Scope | Purpose |
| --- | --- | --- |
| **North Star Metric** | Company | Single metric that captures core value delivery |
| **OKRs** | Team / Quarter | Focus areas and measurable targets for the period |
| **KPIs** | Ongoing | Health metrics monitored continuously |

OKRs tell you **what to improve this quarter**. KPIs tell you **what to monitor always**.

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## The Process

### Step 1: Understand Strategic Context

Review the company's strategy, annual goals, or North Star Metric. Identify:
- What is the company's top priority this quarter?
- Which part of the funnel or value chain needs the most attention?
- What are the biggest risks or opportunities?

### Step 2: Identify 3–5 Impact Areas

For the team's scope, brainstorm areas where improvement would most impact the company goal.

**Example impact areas for a product team:**
- New user activation
- Feature adoption
- Retention / engagement
- Monetization / expansion
- Operational efficiency

### Step 3: Generate 3 Alternative OKR Sets

Produce **3 distinct OKR sets**, each taking a different strategic angle. This prevents anchoring on the first idea.

**For each set, provide:**
- 1–2 Objectives
- 2–3 Key Results per Objective
- Rationale: Why this angle matters
- Risk: What could prevent success

### Step 4: Present for Selection

Show all 3 sets side by side with trade-offs:

```markdown
## OKR Option A: [Strategic Theme]

**Objective 1:** [Qualitative, inspirational objective]
- KR1: [Metric] from [baseline] to [target]
- KR2: [Metric] from [baseline] to [target]
- KR3: [Metric] from [baseline] to [target]

**Rationale:** [Why this matters]
**Risk:** [What could go wrong]
**Confidence:** [60–70% recommended]

---

## OKR Option B: [Different Strategic Theme]
...

## OKR Option C: [Yet Another Angle]
...
```

### Step 5: Refine Selected Set

Once the team selects a direction:
- Validate baselines are accurate
- Ensure targets are ambitious but achievable (60–70% confidence)
- Check that Key Results are independent (not measuring the same thing twice)
- Identify leading indicators that can be tracked weekly

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## Output Format

```markdown
# Team OKRs — Q[N] [Year]

**Team:** [team name]
**Aligned to:** [company objective or strategy]
**Quarter:** [Q1/Q2/Q3/Q4 Year]

---

## Objective 1: [Qualitative objective]

| Key Result | Baseline | Target | Confidence |
| --- | --- | --- | --- |
| [KR1 description] | [current] | [target] | 65% |
| [KR2 description] | [current] | [target] | 70% |
| [KR3 description] | [current] | [target] | 60% |

**Leading indicators (weekly check):**
- [metric to watch]
- [metric to watch]

---

## Objective 2: [Qualitative objective]

| Key Result | Baseline | Target | Confidence |
| --- | --- | --- | --- |
| [KR1 description] | [current] | [target] | 65% |
| [KR2 description] | [current] | [target] | 70% |

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## Health Metrics (Monitor, Don't Optimize)

| Metric | Current | Guardrail |
| --- | --- | --- |
| [metric you must not degrade] | [current] | [minimum acceptable] |
```

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## Anti-Patterns

| Avoid | Why | Instead |
| --- | --- | --- |
| Output-based KRs ("launch X") | Measures activity, not impact | Reframe: "Users who [behavior] increases from X to Y" |
| Too many OKRs (>3 objectives) | Diffuses focus | Pick 1–2 objectives, 2–3 KRs each |
| 100% confidence targets | Sandbagging — no stretch | Aim for 60–70% confidence |
| Individual OKRs | Creates perverse incentives | OKRs are for teams |
| Binary KRs ("ship/don't ship") | No gradient of success | Use continuous metrics |
| Changing OKRs mid-quarter | Destroys accountability | Lock OKRs, adjust tactics |

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## References

- Wodtke, Christina. *Radical Focus* (2016)
- Doerr, John. *Measure What Matters* (2018)
- [OKR Examples Database](https://www.whatmatters.com/get-examples)

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