[lostdog]

> The real value in OKRs lies in the process leading up to defining them, not the objectives and results themselves.

I couldn't agree more, and the article is headed in completely the wrong direction.

Companies fail at using OKRs when they are rigid about treating OKRs as a measure of successfulness of the team. In my experience, the true goals almost always become clearer as the quarter progresses, and hitting the OKR objectives you set months ago is a sign that your team is not flexible enough to solve the real problems. Oversimplifying your work into key results also hides the true status. It overemphasizes measurable, but meaningless, metrics over truly checking the work for quality.