Objectives & Key Results

An objective is something you're working toward — "Grow the business," "Get fitter," "Ship v2." On its own it's just a heading; what makes it real is the measures and outcomes you attach to it.

The four sections

Open an objective and its linked measures are organised into four sections, so the important stuff sits at the top:

• Key Results — the measures (and milestones) that define success. These are what you're actually aiming at.
• Lead Indicators — the inputs you can control that drive the Key Results (e.g. "runs per week" leads to "weight").
• Habits — recurring behaviours linked to this objective.
• Other — anything linked but not categorised above.

What is a Key Result?

A Key Result is a measure you've marked as a target for the objective. There are two kinds:

Measure KR

A measure plus a target and a period — "Weight ≤ 80kg this quarter," "Weekly active users ≥ 500 this month." It's satisfied by a number crossing a threshold, and you watch the trend get there.

Milestone KR

A binary, dated outcome you declare — "Ship v2 by Jul 31," "Raise the seed round by Q2." It isn't a number crossing a line; it's a thing that either happens or doesn't, by a date. A milestone starts pending and is marked achieved when you log the event that satisfied it.

Use a measure KR when success is "a number reaching a level"; use a milestone KR when success is "a specific thing happened."

Linking and configuring

Add a measure to an objective with the link button, then open its settings to mark it as a Key Result and set the target/period. You can link the same measure to more than one objective — useful when one metric matters to several goals.

Next: Measures · Events & Milestones