You’re not doing them wrong. You’re doing them too much. Here’s what I’ve learned after 3 years of OKR cycles:
The Failure:
❌ 10 objectives per quarter (nobody remembers them)
❌ Vague “metrics” like “improve user experience”
❌ OKRs that are just task lists in disguise
❌ Changing them mid-quarter because priorities shifted
What Actually Works:
✅ 3-5 objectives max (and really commit to them)
✅ Metrics that can be measured in one sentence
✅ Weekly check-ins, not just quarterly reviews
✅ Courage to say “we’re not doing this anymore” if it’s not working
My Rule:
If you can’t explain your OKR to a new hire in 30 seconds, it’s too complex.
Example:
❌ “Improve user engagement across all touchpoints”
✅ “Increase retention rate from 45% to 55% by next quarter”
One caveat: Sometimes the best quarterly objective is to discover the right objective. Build that in.
What’s your experience with OKRs? Love ’em, hate ’em, or somewhere in the middle?
