Make OKRs Drive Decisions,
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Dear Reader,
Last week, we explored how treating Product Strategy like a product helps you avoid "Alibi Progress" — prioritizing correctness over value. Today, let's apply this same thinking to OKRs.
If you've ever found yourself more relieved that the quarterly OKR-setting theater is over than excited about the OKRs themselves, you've experienced the symptoms of Alibi Progress. Something's missing when you're happier about surviving OKR ceremonies than using the OKRs to guide your team.
OKRs have become one of the most popular frameworks in product development, with abundant advice on "doing them right." But this focus on correctness often overshadows their actual purpose. Let's reframe OKRs by treating them as a product.
Applying our product thinking approach:
"Product OKRs should help teams measure progress towards strategic priorities by informing everyday decisions. We know they're successful when teams can link activities directly to their OKRs and adjust course based on detected changes in their KRs."
Let's unpack the implications of this value statement:
For your audience (product teams):
For the problem you're solving (measuring progress):
For your success measures (linking work to OKRs):
As Ravi Mehta notes, "Your goal has to fit your risk to be actually useful." Teams face different types of risks—sometimes understanding risks (where discovery-focused OKRs help), sometimes dependency risks (where output metrics make sense), and sometimes execution risks. The key isn't forcing every KR into an outcome format but choosing metrics that genuinely help you navigate your specific challenges.
Remember: You're not a better product manager because you wrote an "outcome OKR." You're better because you prioritize work that moves business and user success metrics in your context.
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Thank you for Practicing Product,
Tim
PS.: Here are three ways I can help you; whenever you're ready:
1️⃣ Understand How Product Strategy informs Outcome OKRs Watch an entire lecture from my Outcome OKRs for Product Teams Course for free. Discovery the power of context-driven Product Strategy to create better Key Results. Because focusing on Outcomes requires the right inputs. Watch the full video lesson right here. 2️⃣ Live Workshops and OKR Coaching I offer custom in-house and public workshops to help teams understand what it takes to go from by the book to truly useful OKRs without the dogma. I also offer ongoing support for applying OKR practices through ongoing coaching retainers. Click here to learn more. 3️⃣ More FREE Product OKRs Resources My comprehensive Product OKRs resources hub offers a wide variety of hands-on articles and videos on the core concepts of using OKRs as a Product Team. Click here to learn more. |
PPS: The coffee I enjoyed while writing this:
As a Product Management Coach, I guide Product Teams to measure the real progress of their evidence-informed decisions.
I focus on better practices to connect the dots of Product Strategy, Product OKRs, and Product Discovery.
1 tip & 3 resources per week to improve your Strategy, OKRs, and Discovery practices in less than 5 minutes.
Product Practice #362 The Progress Wheel: My favorite Structure to Connect the Dots READ ON HERBIG.CO PUBLISHED May 9, 2025 READING TIME 4 min & 48 sec Dear Reader, Real Progress happens when you choose methods because they create value for you in your context, and you can use each domain to improve the others. To make Real Progress, teams need to understand and practice two core ideas: Putting the value of a practice before the selection of a method or framework is crucial to avoid getting...
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Product Practice #360 Why your Product DiscoveryFeels too Theoretical READ ON HERBIG.CO PUBLISHED Apr 25, 2025 READING TIME 4 min & 17 sec Dear Reader, Over the past two weeks, I've explored treating Product Strategy and OKRs like products to avoid Alibi Progress. Today, let's tackle the practice that often gets dismissed as "good in theory, impossible in practice" — Product Discovery. When teams tell me "we don't have time for proper Discovery," they're usually stuck in Alibi Progress —...