If you’ve ever heard the term “OKR” tossed around in a meeting or podcast and wondered what it actually means - you’re not alone. It’s one of the most popular goal-setting frameworks in startups today, but it often gets lost in jargon.
So let’s break it down.
What Does “OKR” Stand For?
OKR stands for:
- O = Objective
→ What you want to achieve - KR = Key Results
→ How you’ll measure success
That’s it. No fluff. Just one clear goal, and 2–4 measurable outcomes that prove you’re making progress.
OKRs were popularized by Google, but they weren’t built for big corporations - they were created to help fast-moving teams stay aligned and focused. That’s why so many startups use them today to scale smarter.
What Is an Objective?
An Objective is a short, motivating goal. It should be ambitious but clear. No numbers, no metrics - just direction and intent.
Examples of Objectives:
- Improve our onboarding experience
- Launch our new product successfully
- Increase awareness in our target market
If someone on your team reads the Objective and says, “Yep, I know what we’re trying to do,” - you’re on the right track.
What Are Key Results?
Key Results are how you measure whether the Objective is being achieved. They are specific, quantifiable, and outcome-focused.
Example Objective: Improve user onboarding experience
Key Results:
- Increase onboarding completion rate from 45% to 75%
- Reduce average time-to-first-value from 3 days to 1
- Achieve an NPS of 50+ within 7 days of signup
If the Key Results are moving, you know you’re making progress. If they’re not - you’ve got something to fix.
How Objectives and Key Results Work Together
To fully understand what “OKR” stands for, it helps to see how the parts break down. The table below shows how Objectives differ from Key Results - and how they compare to tasks and KPIs you might already use.
As you can see: tasks are about what you do, KPIs are about health, and OKRs are about change. That’s why OKRs are so effective when you’re trying to grow, launch, or improve - not just maintain.
Why Startups Use OKRs
OKRs give you structure without slowing you down. That’s critical when you’re growing quickly and priorities shift weekly.
Here’s what OKRs do for early-stage teams:
- Clarity → Everyone knows the goal and how it’s measured
- Focus → You stop chasing everything and pick what matters
- Accountability → It’s obvious when things aren’t moving
- Momentum → Small wins stack into big results
Whether you're hiring your first team or scaling to $1M ARR, OKRs help you stay on track without adding overhead.
Pro Tip: OKRs Aren’t Tasks
OKRs aren’t a to-do list. They don’t describe the work you’ll do - they describe the impact of that work.
Bad KR: Launch 5 new product features
Good KR: Increase feature adoption from 20% to 50%
You’re not measuring output. You’re measuring outcome.
OKR Meaning, In One Line
OKRs = A clear way to set ambitious goals and measure what matters.
No buzzwords. No dashboards collecting dust.
Just a goal, a few outcomes, and a team focused on getting there.
