An Objective describes an outcome you’d like to achieve in the future. An Objective sets the direction — think of it like a destination on a map.An Objective answers the question:

“Where do I want to go?”To ensure they’re inspirational and can be understood by everyone, they shouldn’t be technical and shouldn’t contain a metric.

A Key Result is a measurable outcome required to achieve the Objective. They help you measure progress toward the Objective — like a signpost that shows how close you are to your destination.

Key Results answer the question: “How do I know if I’m getting there?”
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Key Results encourage you to be ambitious yet realistic. And they must contain a start and target value.

Initiatives are all the projects and tasks that will help you achieve a Key Result. They set the overall direction and describe how you’ll reach your destination.

Initiatives answer the question: “What will I do to get there?”