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.

Transcript

1. Accomplish Big Goals with Objectives and Key Results
   Radical
   Focus
   @cwodtke | cwodtke@eleganthack.com
   www.eleganthack.com
   CHRISTINA WODTKE
   

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3. Just say no.
   

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4. Once upon a time there was
   a start-up.
   CHRISTINA WODTKE Accomplish Big Goals with Objectives and Key Results
   @cwodtke
   

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

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

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

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

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

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

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

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

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

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

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

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

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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?”
    

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19. Gordon answered without
    hesitation:
    “He would get us out of
    memories.”
    

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20. “Why shouldn’t you and I
    walk out the door, come
    back and do it ourselves?”
    Andy Grove
    

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21. CHRISTINA WODTKE
    Let’s pretend we’ve
    already decided
    Accomplish Big Goals with Objectives and Key Results
    @cwodtke
    

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

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

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

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

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27. OKRs
    CHRISTINA WODTKE Accomplish Big Goals with Objectives and Key Results
    Objective:
    Dream
    Key results:
    Success
    Criteria
    @cwodtke
    

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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.
    

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29. OKRs
    CHRISTINA WODTKE
    Objective:
    Qualitative
    Shoot for the moon dream
    Accomplish Big Goals with Objectives and Key Results
    @cwodtke
    

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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.
    

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31. OKRs
    CHRISTINA WODTKE
    Key Result:
    Quantitative
    How do we know we met
    the objective?
    Accomplish Big Goals with Objectives and Key Results
    @cwodtke
    

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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
    

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

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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
    

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

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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
    

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37. Your turn!
    CHRISTINA WODTKE
    KR (retention?)
    KR (conversion?)
    KR (growth?)
    Accomplish Big Goals with Objectives and Key Results
    @cwodtke
    Objective:
    

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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:
    

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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%
    

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40. Team reluctantly agrees
    Hell no
    

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42. Team Wiffed them ALL
    

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44. I want you to
    meet…
    

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45. Raphael
    

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47. You’re doing it
    WRONG
    

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48. FOCUS
    

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49. 1
    objective
    

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50. UNITES EFFORTS
    

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51. 3
    Key Results
    

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52. DEFINES SUCCESS
    

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53. IT’S NOT EVERYTHING
    YOU DO
    

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54. IT’S WHAT YOU HAVE
    TO DO
    

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55. CADENCE
    

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56. Commitment
    Mondays are for promises
    

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57. Let me explain.
    

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62. DEDICATION
    TO YOUR GOALS
    TO YOUR TEAM
    

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

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64. Engineering demos
    

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65. Engineering demos
    Design demos
    

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66. Engineering demos
    Design demos
    Sales & Bizdev shares wins
    

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

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68. 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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69. Back to the Team
    We’re
    doomed
    

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70. You didn't make
    your OKRs…
    

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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"
    

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

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

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

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

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76. We’re trying
    again… but
    this time
    One OKR for quarter
    Weekly check-ins
    Friday Celebrations
    

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78. Team made 2 of 3 KRs!
    

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79. Metrics are growing!
    

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80. Series A
    

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81. Happily ever after?
    

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82. WHY CAN’T WE GET
    THINGS DONE?
    

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

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84. TOMORROW
    NEVER COMES
    

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85. OKRS
    MAKE GOALS
    URGENT
    

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86. Mission
    Start here
    

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

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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”
    

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89. Philz mission is to “Better Peoples Day.”
    

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

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92. SET YOUR
    OKRS WELL
    

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93. Examples
    •Product is embraced by the
    marketplace
    •Platform delights developers and
    users
    •Become the community online for
    creatives
    

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

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95. GOOD KEY
    RESULTS
    

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97. HOW DO YOU
    KNOW?
    

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

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99. RESULTS vs
    TASKS
    

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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
     

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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
     

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102. “WHAT GETS
     MEASURED, GETS
     MANAGED“
     PETER DRUCKER
     

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103. RADICAL FOCUS
     

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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%
     

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105. Objective: Establish
     epic value to Northern
     California Restaurant
     Suppliers
     as the best tea
     provider
     

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106. Wait!
     We can’t just forget
     about
     RevenueCodeHealthCust
     oemrSatisfactionSalesHi
     ring
     

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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
     

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108. DO LESS, BETTER
     

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

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110. BUT WAIT
     THERE’S MORE
     

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111. GOODBYE RATRACE
     

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

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113. KR: EARN 30K
     OVER THREE
     MONTHS DOING
     WORK I’D DO EVEN
     IF I WASN’T PAID
     

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114. KR: HAVE A
     MANAGEABLE
     BUDGET TO
     PREDICT
     EXPANSES
     

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115. KR: ZERO ACID
     REFLUX, ZERO
     BACK PAIN
     

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117. HELLO, DREAMLIFE
     

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

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