Outcomes Over Output: Why customer behavior is the key metric for business success

an outcome is a change in human behavior that drives business results

how do you write better OKRs? One way is to think of Key Results as outcomes. If you express your Key Result as a measurable customer behavior, you almost automatically have a well-written OKR.

even though OKRs sound like a good idea, it can be hard to write good OKRs. One reason is that it can be hard to name the Key Result that you’re looking to achieve. And when this happens, you often see teams just reverse engineering their current work into the language of OKR—which really defeats the purpose. The whole point of OKR is to help you think critically about what you’re working on, not simply find a new way to talk about it.