OKR (Objectives and Key Results) is rapidly becoming the go-to best practice for aligning company leadership, startup founders, and their teams.
The shift to remote work, accelerated by the COVID-19 pandemic, has shown that working remotely for extended periods can be both possible and productive—if executed correctly. However, as teams decentralize and work from different locations, goal alignment becomes even more critical.
A well-written OKR Objective provides clarity and direction, helping teams understand why a goal matters and how it contributes to the company’s broader vision.
In this article, we will focus on how to write an Objective that is crystal clear in defining what it aims to achieve and why it matters.
The OKR Objective Formula
A strong OKR Objective follows a structured formula:
🔹 [Verb to be] – Defines the desired future state
🔹 [Future State] – Describes where you want to be
🔹 in order to / so that – Connects to the business outcome
🔹 [Business Benefit] – Explains the impact or advantage
This formula ensures that the Objective is not only aspirational but also outcome-driven.
Examples of Well-Written OKR Objectives
✅ Good OKR Objectives:
- “To create the most convenient mortgage approval process, so that our bank will be first in customers’ minds when applying for a mortgage.”
- ✅ Clearly defines what is being improved (mortgage approval process)
- ✅ Specifies why it matters (customer preference and market leadership)
- “To be the largest copper producer in the East Asian region, in order to achieve supply chain dominance in local markets.”
- ✅ Clearly defines the goal (market leadership in copper production)
- ✅ Connects to business impact (supply chain dominance)
Common Mistakes: Poorly Written Objectives
❌ Bad OKR Objectives:
- “To be the largest fast-food chain in the world.”
- 🚫 Too generic – Lacks specificity about how this growth will benefit the business.
- “To increase sales by 20%.”
- 🚫 Not an Objective – This is a Key Result because it contains a numerical metric.
💡 Important Tip:
An Objective should not include percentages, numbers, or any measurable figures—these belong in the Key Results.
Why Avoid Measurable Metrics in Objectives?
A common mistake is including specific numerical targets in an Objective.
🚫 Wrong: “To grow revenue by 30% to become a market leader.”
✅ Correct: “To become the most preferred brand in our industry, in order to achieve sustainable revenue growth.”
Why?
- An Objective is aspirational – it defines a future vision and business benefit.
- A Key Result is measurable – it tracks progress with numbers.
A well-structured OKR follows a parent-child relationship, where:
🔹 Objective = Aspirational goal (future state + business impact)
🔹 Key Results = Measurable targets (trackable progress)
In Conclusion
To write a clear, impactful OKR Objective, follow these guidelines:
✅ Use the formula: [Verb to be] + [Future State] + in order to / so that + [Business Outcome]
✅ Define where you want to be and the business benefit
✅ Avoid measurable metrics like %, #, $ in an Objective
✅ The measurable progress belongs in the Key Results (KR)
By structuring your Objectives correctly, you ensure that your OKRs drive clarity, motivation, and alignment within your teams.
How Target Align Helps Startups with Agile OKRs
Target Align is a powerful platform designed to simplify OKR implementation and Agile execution for startups. With an intuitive interface and advanced tracking capabilities, Target Align helps startups:
- Set clear, measurable OKRs aligned with business strategy.
- Integrate OKRs with Agile workflows, ensuring teams stay focused.
- Enhance transparency with real-time tracking and reports.
- Encourage accountability through structured check-ins and peer feedback.
- Foster alignment between leadership and teams by breaking down top-level objectives into actionable key results.
By using Target Align, startups can eliminate confusion, streamline goal-setting, and drive sustainable growth.
If you’re interested in learning more about OKRs and its implementation, sign up for Target Align’s video course. For more resources, visit www.targetalign.com and check out their OKR 101 material.
