It’s not clear how the product team decides work to be done. The article jumps from data driven decisions not working to OKR’s that would apply once a product direction is set. Would be great to get some clarification
It's actually the reverse. The product direction is dictated by the goal (OKR). Our objective is to increase engagement from management which we know we are accomplishing by hitting the key result of admin users increasing average usage from y to x. From there a product team can generate ideas or prioritize ideas that fit the mold.