This document discusses using Objectives and Key Results (OKRs) to set goals for product management. It introduces OKRs and provides examples of applying them at different levels, from product vision down to sprint goals. OKRs can help provide consistency when formulating product-related goals and validate that goals are met, though they may lack visualization. Choosing the right goals for a product is more important than the specific goal-setting method used. Involving the right stakeholders helps ensure goals leverage expertise and have support.

1. Roman Pichler
romanpichler.com
OKRS IN PRODUCT
MANAGEMENT

2. INTRODUCTION

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OKRS IN A NUTSHELL
• Objectives and key results (OKRs) are a method for setting and tracking
goals.
• An objective describes what is to be achieved.
• The key results state how we accomplish the objective.
Objective: Increase engagement.
Key results:
• Daily active users are up by 20%.
• Session length increased by 10% on average.
• The objective is achieved by 30 June 2021.

5. GOALS, WHAT GOALS?

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Product Goal
Sprint Goal
Vision
The product’s value proposition and
desired business benefits.
Desired benefit or outcome the product
should create.
User and
Business Goal
Ultimate purpose, positive change
the product should bring about.
Benefit of a sprint.
5 years plus
Product life cycle stage
2-6 months
1-4 weeks
Based on “How to Lead in Product Management”
ROMAN’S GOAL MODEL

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SAMPLE GOALS
Vision
Help people eat healthily.
User and Business Goal
Reduce the risk of developing type-two diabetes;
create a new revenue source.
Product Goal
Help the users to understand their eating habits
and acquire an initial user base.
Sprint Goal
Validate that users are willing to share
personal information when activating the app.

8. PRODUCT-RELATED GOALS
AS OKRS

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PRODUCT VISION AND STRATEGY GOALS
Objective: Help people eat healthily (vision).
Key Results:
• Reduce the risk of developing type-two diabetes for
males aged 40-55 (user goal).
• Offer an app that measures and records sugar levels
in food, analyses eating habits, and seamlessly
integrates with leading smart scales.
• Crete a new revenue source (business goal).

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PRODUCT GOALS
Objective: Help the users to better understand their
eating habits and acquire an initial user base (product
goal).
Key Results:
• Offer an MVP that provides a healthy eating dashboard
and integrates with leading smartwatches and fitness
devices;
• Launch in Q1;
• Be ranked amongst the top 15 diabetes apps six weeks
after launch in the Apple app store.

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SPRINT GOALS
Objective: Validate that users are willing to share
personal information when activating the app (sprint
goal).
Key Results:
• Have a product increment ready at the end of the
sprint that implements user stories a, b, c, d, and e
and that fulfils the definition of done;
• Conduct a usability test with six prospective users;
• The test results of at least four people are positive.

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BENEFITS AND DRAWBACKS OF USING OKRS
Consistency
Validation
(Goal chains)
Lack of visualisation
A fool with a tool …
+

13. SUMMARY

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FINAL THOUGHTS
• OKRs can be happily used to formulate product-related goals.
• But choosing the right goals for your products is more important
than using a specific goal-setting method.
• Involve the right people in setting the goals to leverage their
expertise, create a shared understanding, and secure strong support.
• Don’t allow powerful stakeholders to dictate the goals and don’t
broker weak compromises.

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romanpichler.com
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