The Objective is the direction.
The key results have to be measured.
Being took to the wrong objectives is unacceptable.
Truly transformational teams combine their ambitions to their passion and to their purpose，and they develop a clear and compelling sense of why.
If the heart doesn’t find a perfect rhyme with the head, then your passion means nothing.
Specific & Time-bound（明确、有时间限制）
Aggressive Yet Realistic（激进、现实）
Measurable & Verifiable (可衡量、可评估)
OKRs as transparent vessels, that are made from the whats and hows of our ambitions. What really matters is the why that we pour into those vessels. Thats’s why we do our work.
OKRS 可以看做是一个透明的容器，它由野心勃勃的“做什么”和“怎么做”构成。 真正的关键在于放进容器中的“为什么” 那是我们工作的原因。
Values (the right metrics)