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
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
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
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
42. Team Wiffed them ALL
44. I want you to meet…
45. Raphael
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.
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
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
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
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
117. HELLO, DREAMLIFE
118. Thank You @cwodtke | me@cwodtke.com www.cwodtke.com CHRISTINA WODTKE