Writing good OKRs follows a simple process: start with an inspiring objective that describes what you want to achieve, then add 3 to 5 measurable key results that define success. The formula is straightforward, but most teams struggle because they skip steps or confuse activities with outcomes.
This guide walks you through each step with templates you can use and examples you can adapt. By the end, you will have everything you need to write OKRs that actually drive results.
Why Writing Good OKRs Matters
The quality of your OKRs determines whether the framework helps or hurts your team. Well-written OKRs create focus, alignment, and accountability. Poorly written OKRs create confusion, busywork, and cynicism about goal-setting itself.
Teams with strong OKRs know exactly what they are working toward. They can make decisions quickly because priorities are clear. They finish quarters with meaningful accomplishments instead of scattered progress.
Teams with weak OKRs waste time in planning sessions, lose focus mid-quarter, and end up treating OKRs as administrative overhead rather than a strategic tool.
The difference comes down to how you write them.
The OKR Writing Formula
Every OKR follows the same basic structure:
“I will [OBJECTIVE] as measured by [KEY RESULTS]”
The objective is what you want to achieve. It should be qualitative, inspiring, and clear. It answers the question: “Where do we want to go?”
The key results are how you measure success. They should be quantitative, specific, and outcome-focused. They answer the question: “How will we know we got there?”
Example:
“I will build a world-class customer success organization as measured by:
- Increase customer retention rate from 85% to 95%
- Improve NPS score from 32 to 50
- Reduce time-to-value for new customers from 30 days to 14 days”
This formula keeps OKRs focused and measurable. Use it as your starting point for every OKR you write.
Step 1: Start with the Outcome
Before writing anything, ask: “What does success look like at the end of this quarter?”
Most teams jump straight to listing what they will do. This is a mistake. OKRs should focus on outcomes (results) not outputs (activities).
Outputs vs. Outcomes:
| Output (Wrong) | Outcome (Right) |
|---|---|
| Launch 3 marketing campaigns | Generate 500 qualified leads |
| Ship new feature | Achieve 40% feature adoption |
| Hire 5 salespeople | Build team capacity to hit $2M quota |
| Publish 12 blog posts | Grow organic traffic to 50,000 monthly visitors |
| Conduct customer interviews | Validate product-market fit with 80% positive feedback |
Notice the difference. Outputs describe what you will do. Outcomes describe what will be different when you succeed.
Start every OKR by answering: “If we succeed, what changes in the world?”
Step 2: Write an Inspiring Objective
The objective is the “what” of your OKR. It should make your team want to achieve it.
Characteristics of Strong Objectives
Qualitative, not quantitative. Save the numbers for key results. The objective should paint a picture of success in words.
Ambitious but achievable. It should stretch the team without feeling impossible. People should believe they can get there with focused effort.
Clear and specific. Anyone reading the objective should understand what success looks like. Avoid vague corporate language.
Memorable. The team should be able to recite it without checking a document.
Directional. It points toward a destination, not a task to complete.
The Objective Formula
Use this structure:
[Action verb] + [what you are trying to achieve] + [context or qualifier]
Examples:
- “Become the most trusted brand in our category”
- “Build a sales engine that predictably hits targets”
- “Deliver a product experience that customers love and recommend”
- “Establish our company as the thought leader in operational excellence”
- “Create a workplace where top talent wants to stay and grow”
Objectives to Avoid
There are some objectives that should be avoided at all costs. Avoid objectives that are too vague, like “improve customer experience.” You must clarify what success looks like.
Avoid objectives containing metrics, like “increase revenue by 50%,” are actually key results. Avoid task-based objectives, like “launch the new website.” Describe activities rather than destinations.
Finally, avoid “business as usual” objectives such as “maintain current performance.” Such objectives miss the point of OKRs, which is to drive change.
Step 3: Define Measurable Key Results
Key results are the “how” of your OKR. They define what success looks like in measurable terms.
Characteristics of Strong Key Results
Specific and quantifiable. Include actual numbers, not vague improvements.
Outcome-focused. Measure results, not activities.
Include a baseline. State where you are now so the target has context.
Time-bound. The deadline is usually implied by the OKR cycle, but make it explicit if needed.
Challenging but possible. Aim for about 70% confidence you can achieve it.
The Key Result Formula
Use this structure:
[Metric] from [current baseline] to [target]
Examples:
- “Increase NPS from 32 to 50”
- “Reduce customer churn from 5% to 2%”
- “Grow monthly recurring revenue from $100K to $150K”
- “Improve response time from 24 hours to 4 hours”
- “Increase conversion rate from 2.1% to 3.5%”
Key Results to Avoid
Watch out for these mistakes:
Tasks disguised as key results: “Launch email campaign” (Activity, not outcome)
No baseline: “Achieve 90% customer satisfaction” (90% from what?)
Unmeasurable: “Improve team morale” (How will you measure that?)
Binary without context: “Complete project X” (No measurement of quality or impact)
Too easy: “Maintain current revenue” (No stretch)
Step 4: Pressure-Test Your OKRs
Before finalizing, run your OKRs through these quality checks:
The Achievement Test
“If we hit all key results, will we have achieved the objective?”
If the answer is no, your key results do not fully capture what success looks like. Add or revise key results until achieving them would clearly mean achieving the objective.
The Outcome Test
“Are these key results outcomes or activities?”
For each key result, ask: “Is this something we do, or something that happens as a result of what we do?” Rewrite any activities as outcomes.
The Ambition Test
“Do we have about 70% confidence we can achieve this?”
If confidence is 90% or higher, the OKR is not ambitious enough. If confidence is below 50%, it may be too ambitious to be motivating.
The Alignment Test
“Does this support our team/company priorities?”
You should be able to draw a clear line from your OKR to higher-level goals. If the connection is unclear, question whether this OKR belongs in your set.
The Measurement Test
“Can we actually track progress on these key results?”
Make sure you have access to the data you need. If you cannot measure a key result, either find a proxy metric or reconsider whether it belongs.
The Focus Test
“Are we trying to do too much?”
Most teams should have 3 to 5 objectives with 3 to 5 key results each. If you have more, you likely need to prioritize.
Step 5: Get Feedback and Refine
OKRs shouldn’t be written in isolation. Share your draft with stakeholders before finalizing and ask them: does this align with our team or company priorities? Are we missing anything critical? Is this the right level of ambition? Do you understand what success looks like? Are there dependencies we haven’t considered?
Who to Include
Your manager: Ensures alignment with company direction.
Your team: Builds buy-in and catches blind spots.
Cross-functional partners: Identifies dependencies and conflicts.
Direct reports (if applicable): Ensures their work connects to these OKRs.
How to Refine
Based on feedback, you may need to adjust your ambition level if it’s too aggressive or not aggressive enough. You might also revise key results to better capture success, or combine or split objectives. Sometimes you’ll need to add missing key results or remove ones that don’t directly measure the objective. One or two rounds of feedback usually produces a strong final OKR.
OKR Writing Templates
Use these fill-in-the-blank templates to get started quickly.
Objective Template
“[Action verb] + [what we want to achieve] + [context]”
Fill in the blanks:
“_____________ a/an _____________ that _____________”
Example: “Build a sales organization that consistently exceeds targets”
Key Result Template
“[Metric] from [baseline] to [target]”
Fill in the blanks:
“[Increase/Decrease/Achieve] _____________ from _____ to _____”
Example: “Increase conversion rate from 2% to 4%”
Complete OKR Template
Objective: [Verb] + [Achievement] + [Context]
- KR1: [Metric] from [X] to [Y]
- KR2: [Metric] from [X] to [Y]
- KR3: [Metric] from [X] to [Y]
If you still feel stuck, check out this OKR Planning Worksheet!
Common Mistakes to Avoid
Writing Tasks Instead of Outcomes
The most common mistake. “Launch new website” is a task. “Increase conversion rate from 2% to 4% with new website” is an outcome.
Making Objectives Too Vague
“Improve operations” could mean anything. Make objectives specific enough that the team knows exactly where they are heading.
Setting Too Many OKRs
More OKRs means less focus. Stick to 3 to 5 objectives with 3 to 5 key results each. If you have more, you need to prioritize.
Forgetting Baselines
“Achieve 90% customer satisfaction” means nothing without knowing your starting point. Always include where you are now.
Wrong Difficulty Level
OKRs that are too easy create no growth. OKRs that are impossible create no motivation. Aim for 70% confidence.
Misalignment with Company Goals
Your team OKRs should clearly support company priorities. If you cannot connect them, reconsider whether they belong.
Skipping the Feedback Step
OKRs written in isolation often miss important perspectives. Always get input before finalizing.
Start Writing Your OKRs
The best way to get good at writing OKRs is to practice. Start with one objective. Write it using the formula. Add three key results with baselines and targets. Run it through the quality checks. Get feedback. Refine.
Each quarter, your OKRs will get better. The teams that commit to deliberate practice end up with OKRs that genuinely drive their business forward.
Are you ready to transform how your team sets and achieves goals? Contact ScaleUpExec today to discover how OKRs can bring clarity and accountability to your organization. Our fractional COOs have guided dozens of businesses through successful implementations—let us show you what’s possible.
