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Radical Focus

Radical Focus

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.

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Christina Wodtke

June 07, 2016
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Transcript

  1. Accomplish Big Goals with Objectives and Key Results Radical Focus

    @cwodtke | cwodtke@eleganthack.com www.eleganthack.com CHRISTINA WODTKE
  2. None
  3. Just say no.

  4. Once upon a time there was a start-up. CHRISTINA WODTKE

    Accomplish Big Goals with Objectives and Key Results @cwodtke
  5. CHRISTINA WODTKE Accomplish Big Goals with Objectives and Key Results

    @cwodtke
  6. Hanna Meet CHRISTINA WODTKE Accomplish Big Goals with Objectives and

    Key Results @cwodtke
  7. Jack Meet CHRISTINA WODTKE Accomplish Big Goals with Objectives and

    Key Results @cwodtke
  8. None
  9. CHRISTINA WODTKE Accomplish Big Goals with Objectives and Key Results

    @cwodtke
  10. CHRISTINA WODTKE Accomplish Big Goals with Objectives and Key Results

    @cwodtke
  11. CHRISTINA WODTKE Restaurant Suppliers Accomplish Big Goals with Objectives and

    Key Results @cwodtke
  12. CHRISTINA WODTKE Accomplish Big Goals with Objectives and Key Results

    @cwodtke
  13. CHRISTINA WODTKE Hell no! Restaurant Suppliers? Accomplish Big Goals with

    Objectives and Key Results @cwodtke
  14. CHRISTINA WODTKE Those people have no taste. Accomplish Big Goals

    with Objectives and Key Results @cwodtke
  15. CHRISTINA WODTKE Let’s talk to Jim. Accomplish Big Goals with

    Objectives and Key Results @cwodtke
  16. CHRISTINA WODTKE Let me tell you a story. Accomplish Big

    Goals with Objectives and Key Results @cwodtke
  17. CHRISTINA WODTKE Accomplish Big Goals with Objectives and Key Results

    @cwodtke
  18. 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?”
  19. Gordon answered without hesitation: “He would get us out of

    memories.”
  20. “Why shouldn’t you and I walk out the door, come

    back and do it ourselves?” Andy Grove
  21. CHRISTINA WODTKE Let’s pretend we’ve already decided Accomplish Big Goals

    with Objectives and Key Results @cwodtke
  22. CHRISTINA WODTKE Hire a sales guy? Change the website...… Hire

    a sales team. Accomplish Big Goals with Objectives and Key Results @cwodtke
  23. CHRISTINA WODTKE Accomplish Big Goals with Objectives and Key Results

    @cwodtke Restaurant Suppliers!
  24. CHRISTINA WODTKE Accomplish Big Goals with Objectives and Key Results

    But wait, there’s more! @cwodtke
  25. OKRs Objectives and Key Results CHRISTINA WODTKE Accomplish Big Goals

    with Objectives and Key Results @cwodtke
  26. None
  27. OKRs CHRISTINA WODTKE Accomplish Big Goals with Objectives and Key

    Results Objective: Dream Key results: Success Criteria @cwodtke
  28. “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.
  29. OKRs CHRISTINA WODTKE Objective: Qualitative Shoot for the moon dream

    Accomplish Big Goals with Objectives and Key Results @cwodtke
  30. CHRISTINA WODTKE Accomplish Big Goals with Objectives and Key Results

    @cwodtke Objective: Establish epic value to Northern California Restaurant Suppliers as the best tea.
  31. OKRs CHRISTINA WODTKE Key Result: Quantitative How do we know

    we met the objective? Accomplish Big Goals with Objectives and Key Results @cwodtke
  32. CHRISTINA WODTKE Accomplish Big Goals with Objectives and Key Results

    @cwodtke KR: Hire a sales guy KR: redo the website KR: Place ads in restaurant supply magazines
  33. CHRISTINA WODTKE Accomplish Big Goals with Objectives and Key Results

    @cwodtke Those are tasks. Not results.
  34. CHRISTINA WODTKE Accomplish Big Goals with Objectives and Key Results

    @cwodtke KR: Reorders at 85% KR: 20% of reorders self-serve KR: Revenue of 250K
  35. CHRISTINA WODTKE Accomplish Big Goals with Objectives and Key Results

    @cwodtke You want flexibility in the how, not the what.
  36. CHRISTINA WODTKE Accomplish Big Goals with Objectives and Key Results

    @cwodtke Inspirational Objective Results are really results Stretch goals that take a quarter to achieve
  37. Your turn! CHRISTINA WODTKE KR (retention?) KR (conversion?) KR (growth?)

    Accomplish Big Goals with Objectives and Key Results @cwodtke Objective:
  38. OKR Test CHRISTINA WODTKE Accomplish Big Goals with Objectives and

    Key Results @cwodtke Does it take a full quarter to achieve? Is it really hard? 50% Confidence? Is it aspirational & qualitative? Is it a result or a task? Is it measurable? Objective: KRs:
  39. 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%
  40. Team reluctantly agrees Hell no

  41. None
  42. Team Wiffed them ALL

  43. None
  44. I want you to meet…

  45. Raphael

  46. None
  47. You’re doing it WRONG

  48. FOCUS

  49. 1 objective

  50. UNITES EFFORTS

  51. 3 Key Results

  52. DEFINES SUCCESS

  53. IT’S NOT EVERYTHING YOU DO

  54. IT’S WHAT YOU HAVE TO DO

  55. CADENCE

  56. Commitment Mondays are for promises

  57. Let me explain.

  58. None
  59. None
  60. None
  61. None
  62. DEDICATION TO YOUR GOALS TO YOUR TEAM

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

  64. Engineering demos

  65. Engineering demos Design demos

  66. Engineering demos Design demos Sales & Bizdev shares wins

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

  68. Everybody needs bragging time •Motivates team to have something to

    share •Makes you feel like part of something special •Show progress
  69. Back to the Team We’re doomed

  70. You didn't make your OKRs…

  71. "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"
  72. Hold on! Most companies fail the first time they try

    OKRs
  73. We need to focus on learning, not blaming.

  74. We’re trying again… but this time One OKR for quarter

  75. One OKR for quarter Weekly check-ins We’re trying again… but

    this time
  76. We’re trying again… but this time One OKR for quarter

    Weekly check-ins Friday Celebrations
  77. None
  78. Team made 2 of 3 KRs!

  79. Metrics are growing!

  80. Series A

  81. Happily ever after?

  82. WHY CAN’T WE GET THINGS DONE?

  83. Important Unimportant Urgent Not Urgent DO now! Drop it PLAN

    it Delegate
  84. TOMORROW NEVER COMES

  85. OKRS MAKE GOALS URGENT

  86. Mission Start here

  87. Google to organize the world‘s information and make it universally

    accessible and useful
  88. 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”
  89. Philz mission is to “Better Peoples Day.”

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

  91. None
  92. SET YOUR OKRS WELL

  93. Examples •Product is embraced by the marketplace •Platform delights developers

    and users •Become the community online for creatives
  94. All Are •Short (or have a mini-version) •Clear •Inspirational •Memorable

    •Time bound
  95. GOOD KEY RESULTS

  96. None
  97. HOW DO YOU KNOW?

  98. HOW DO I KNOW? Ratings? Sales? Reviews? Blog posts? Articles?

    Tweets? Likes?
  99. RESULTS vs TASKS

  100. O: Book is available and generating buzz •Kr: Publish book

    on amazon •Kr: Contact a PR person •Kr: Give a keynote on book topic
  101. 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: Sales of 1K •Kr: 5 cold leads for talks/workshops from book
  102. “WHAT GETS MEASURED, GETS MANAGED“ PETER DRUCKER

  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 RevenueCodeHealthCust oemrSatisfactionSalesHi ring

  107. PUSH VS PROTECT Team Health: Code Health: Distributor Satisfaction: 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 Green
  108. DO LESS, BETTER

  109. know your Mission set your Objectives choose your Actions learn

    from your Results
  110. BUT WAIT THERE’S MORE

  111. GOODBYE RATRACE

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

  113. KR: EARN 30K OVER THREE MONTHS DOING WORK I’D DO

    EVEN IF I WASN’T PAID
  114. KR: HAVE A MANAGEABLE BUDGET TO PREDICT EXPANSES

  115. KR: ZERO ACID REFLUX, ZERO BACK PAIN

  116. None
  117. HELLO, DREAMLIFE

  118. Thank You @cwodtke | me@cwodtke.com www.cwodtke.com CHRISTINA WODTKE