Objectives and Key Results (OKRs)
OKRs are a goal-setting framework that pairs a qualitative, ambitious objective with a few measurable key results that show whether you are reaching it.
An objective states what you want to achieve in clear, motivating language, while each key result defines a measurable outcome that proves progress toward it. A typical set has one objective and two to five key results, reviewed on a regular cadence such as quarterly. Crucially, key results measure outcomes — a change in customer or business reality — rather than a checklist of tasks shipped.
OKRs matter because they align a team around a few shared goals and force a focus on results instead of activity. Done well, they give everyone a clear sense of what success looks like and the freedom to decide how to get there. The common failure is writing key results as a list of outputs, which quietly turns OKRs back into a to-do list.
Outcome-based key results need a way to hear whether customers feel the change. Feedback is one such signal: in Feedjolt, trends in customer requests and satisfaction can help show whether the outcome behind an objective is actually being achieved, not just whether features were shipped.