Radical Focus - Speaker Deck

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Accomplish Big Goals with Objectives and Key Results Radical Focus @cwodtke | [email protected] www.eleganthack.com CHRISTINA WODTKE

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Just say no.

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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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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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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Team reluctantly agrees Hell no

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Team Wiffed them ALL

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I want you to meet…

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Raphael

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You’re doing it WRONG

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FOCUS

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1 objective

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UNITES EFFORTS

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3 Key Results

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DEFINES SUCCESS

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IT’S NOT EVERYTHING YOU DO

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IT’S WHAT YOU HAVE TO DO

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CADENCE

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Commitment Mondays are for promises

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Let me explain.

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DEDICATION TO YOUR GOALS TO YOUR TEAM

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

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Engineering demos

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Engineering demos Design demos

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Engineering demos Design demos Sales & Bizdev shares wins

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Engineering demos Design demos Sales & Bizdev shares wins Beer

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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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Back to the Team We’re doomed

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You didn't make your OKRs…

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

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We need to focus on learning, not blaming.

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

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

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

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Team made 2 of 3 KRs!

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Metrics are growing!

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Series A

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Happily ever after?

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WHY CAN’T WE GET THINGS DONE?

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

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TOMORROW NEVER COMES

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OKRS MAKE GOALS URGENT

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Mission Start here

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

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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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Philz mission is to “Better Peoples Day.”

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

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SET YOUR OKRS WELL

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

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

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GOOD KEY RESULTS

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HOW DO YOU KNOW?

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

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RESULTS vs TASKS

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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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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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“WHAT GETS MEASURED, GETS MANAGED“ PETER DRUCKER

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RADICAL FOCUS

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

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

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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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DO LESS, BETTER

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