An objective is a statement of intent - what someone or a team is trying to achieve - written qualitatively rather than as a number. In the OKR framework, the objective is the ambitious "what," paired with key results that define the measurable "how we'll know."
What it means
An objective on its own is not measurable, which is intentional - it states direction and ambition, leaving the key results (or, more generally, SMART goal criteria) to add the specificity needed to judge progress.
Where it fits in
Objectives are set at organisational, team and individual level, and aligning them up the chain - goal alignment - is what keeps individual work connected to the bigger strategic picture rather than disconnected from it.
Key rules
- A qualitative statement of intent, not itself a measurable figure.
- Paired with key results in the OKR framework to add measurability.
- Set at organisational, team and individual level.
- Alignment up the chain connects individual work to strategy.
