• Zachary Ross

What is an objective?

Updated: Apr 16

An objective is a concise statement outlining a broad qualitative goal designed to propel the organization forward in a desired direction. Basically, it asks, “What do we want to do?” A well-worded objective is time-bound (doable in a quarter) and should inspire and capture the shared imagination of your team.

OKRs example: Drive better attendance at our annual user conference to boost the member experience.

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