How to write a great Key Result
The best Key Result have measurable outcomes
Writing a solid Key Result is all about making sure it’s a measurable outcome. While that might sound straightforward, it often turns out to be trickier than expected. Let’s break down what we mean by "measurable outcome."
Outcome: This is the result of the work you're doing.
Measurable: A clear number that you can measure and that has a definition everyone agrees on.
Focusing on outcomes in OKRs (Objectives and Key Results) goes beyond just crafting a good Key Result. It’s really about shifting your mindset, for both managers and employees. Many businesses still operate on long task lists that keep everyone busy but don’t always lead to meaningful results. When you focus on outcome-based Key Results, you need to ask yourself: Why am I doing this? What’s the end goal of all this work?
Here are some examples to illustrate the difference between tasks and outcomes:
Task: Write the marketing plan → Outcome: Increase active users
Task: Launch a new feature in the app → Outcome: Boost in-app purchases
Task: Organize a team activity → Outcome: Improve retention rates
The trick to finding the right Key Result is to ask yourself:
Is this the result (outcome) I’m aiming for?
If yes: Great! Now think about how to measure it, and there’s your Key Result.
If no: Ask yourself, why do I want to do this? That often leads you to the real outcome you’re looking for.
Why Focus on outcome-driven Key Results?
Focusing on outcome-driven Key Results is key because only when your Key Result is an outcome can you prioritize the right activities. Take these examples:
KR #1 We finalize the new logo.
Problem: If this is your Key Result, you can't prioritize tasks based on it—because the task itself is the end goal.
Now ask yourself, what is the outcome I am looking to achieve? Perhaps this is a better Key Result:
KR #1 We increase the checkout conversion rate from 38% to 45%.
Solution: Sinds this is an outcome, you can now prioritize tasks. Perhaps this is indeed finalizing a new logo: but maybe you have other ideas on what would help you better to move towards the outcome.
With an outcome-based Key Result like this, you can easily prioritize tasks that will most effectively hit your goal. Maybe finalizing the new logo will help, but perhaps updating the checkout funnel will have an even bigger impact. By writing Key Results that focus on outcomes, you can use them as a tool to prioritize your work—because at the end of the day, that’s what OKRs are all about: setting clear priorities.
The perfect formula for writing a Key Result
Here’s a simple formula to help you craft effective Key Results:
1. Growth Percentage: This shows your level of ambition. Are you aiming for a 4x increase, or just a modest 5% bump? This helps set the scope of the projects needed.
2. Starting Number: Measure where you’re starting from to set a baseline.
3. Final Target: Define the goal based on the growth percentage and your starting point.
4. Deadline: A Key Result isn’t complete without a deadline. It doesn’t always have to be at the end of the quarter; it can be any date that makes sense for the goal.
This gives you a formula like this:
Formula: We increase X by X% from Z to Y before [date].
Example: We increase revenue by 10% from €1 million to €1.1 million before 31.12.24.
Summary
Writing effective Key Results means focusing on outcomes, not just tasks. By asking the right questions and following a straightforward formula, you can create Key Results that guide your team and help you prioritize the most impactful work. Remember, a good Key Result combines a growth percentage, a starting number, a final target, and a deadline—so your OKRs actually drive progress and help you achieve your goals.
