OKRs: Frame Growth Goals as Measurable Outcomes

OKRs separate your ambitious goal (Objective) from the specific, measurable results that prove you're there (Key Results). An Objective is a memorable destination ('Be a top place to work'); Key Results are the distance markers ('Increase eNPS from 7 to 8.5'). Growth teams use this framework to prioritize, align, and measure the outcome of their efforts, ensuring focus on what matters. The main footgun is confusing outputs with outcomes: a Key Result is never 'ship a feature' but always 'increase activation by 15%'.