[OKR target management] value analysis

OKR It includes the formulation of goals 、 Management of target experiment process , And then to the evaluation system engineering of the effect of the completion of the goal . This closed-loop goal management process covers almost all aspects of the work , It covers people at all levels of the organization . That is to say, use it well OKR It can bring different values to all links of the work and all personnel . In the second half of the Internet , This artifact of organizational goal management can help us solve problems .
What's the value ？ Most of us actually work and grow in organizations , Even if you are you to start a business , It is also creating an organization . The reason why an organization can be established is to achieve its goals . So managing goals well is very important for the development of the organization and the people who grow up in the organization . Besides , Every organization is facing challenges from its internal and external environment , On the one hand, how to respond flexibly to the changing external business environment , The other is how to build a competitive internal measure . Just learn well ,OKR These problems can be easily solved . that OKR What are the core problems that can help us solve ？

First of all , OKR It can be solved as KPI On the difficult problem , Flexible access to organizational performance . Previously KPI The practice of only looking at the results and figures will inevitably bring about problems in process management , Resulting in poor culture 、 Confidentiality is unfair 、 Loss of leadership . what's more ,KPI It is usually only used to manage established plans , Ignoring the uncertainty of the external business environment . Imagine if the plan can't catch up with the change , You are still staring at the established KPI It is bound to be the opposite . OKR The method is to establish a series of tracking and review mechanisms , And continuous inspection and adjustment activities of goals , Be able to flexibly cope with the business environment in Ukraine , Achieve high-quality organizational performance .
second , OKR It can solve the problem of organizational growth , Ensure the implementation of organizational goals . When we make a strategy , The core is to solve the problem of organizational growth . OKR The more structured way is to help us carry out strategic management , It carries the growth required by the organizational strategy . O Is the strategic direction ,KR Is the quantitative indicator of growth . and OKR Through business OKR Add non business OKR The combination of , Not only focus on financial and business growth , It also focuses on non business growth such as process efficiency and capacity improvement . therefore ,OKR It can ensure the all-round growth of the organization , Achieve business success while making the organization develop more healthily . Besides ,OKR The formulation of follows the basic constraints and generation laws . For example, through top-down alignment O Take the direction , The goal of survival at different levels of the organization is the same , Therefore, . Another example is through KR Discussion and consensus splitting and division of labor on the specific realization path of the goal , It strongly supports the completion of the goal . Another example is through personal OKR Generated formulation classification , Let everyone's work goals focus on aligning with the goals of their superiors , Align with external support targets , It ensures that everyone's goals are related to organizational goals, and so on . therefore OKR The structured management strategy effectively solves the problem of organizational growth , And pass OKR Layers of Correlation , Support each other , It effectively ensures the realization of organizational goals .
Third , OKR It can improve the construction of organizational culture and leadership , Activate people in the organization . OKR Continuously work together to develop the process and team OKR Drying mechanism , It helps the team clarify its goals , Strengthen trust , Bring an excellent culture of collaboration and integrity to the organization . Besides ,OKR Formulate the working mechanism for process interpretation and adjustment of closed-loop evaluation , It also stimulates the continuous communication between the manager and the managed in the process of goal implementation and realization 、 Confirmation and consensus , Establish a good working relationship between superiors and subordinates . So I think it's good to use OKR It can improve the construction of organizational culture and leadership . At the construction level ,21 The century is the age of knowledge tribesmen , Activate knowledge workers , Make them more motivated , The core is to make their work more purposeful 、 More autonomy , Or can continue to grow . OKR The first is to think about the starting point of work from the goal , Encouraging creativity and autonomy has changed the traditional management of command and control , Even encourage everyone to set their own direction . Finally, combined with the actual completion of the organizational goals and their own independent distribution goals , To comprehensively evaluate performance , Promotion and recognition . thus , People in the organization begin to be activated here , Believe that you have felt OKR The charm of working method . And this magic skill wants to continuously and effectively play a good business in organizational goal management , We not only need to study and understand theories , More practical guidance is needed . Many organizations are landing OKR But it is formalized , Because of the lack of right OKR Understanding and practice from the overall perspective . For example, it is only applied in the team dimension , Ignoring that the performance acquisition of the organization is a whole , Or introduce new OKR Objectives and performance management methods , The process incentives and culture in the organization have not been adjusted and upgraded , Not for OKR Create a matching organizational environment .
How to implement ？

Case study ： Retail in JD 、 Jingdong health 、 JD logistics, etc. landed , Witness OKR Great value to the organization . Will enumerate bytes 、 Baidu 、 Various cases of Kwai , Help you systematically understand OKR The use of methods , There is not only theory but also practice , There are not only cases, but also refined methodologies .
So I'm in the module of this course , I'll explain OKR Working method . I'll introduce you to OKR Differences and connections with other objective management methods , And from the business operation 、 An overall interpretation of the four dimensions of organization management and people OKR The real reason for the fire . And then passed the game of Baidu alliance, an Internet company OKR Case study , Help you deepen your understanding OKR Relationship with organizational strategy . Finally, it takes you to master all levels and individuals in the organization OKR The law of generation of . When you sort it out OKR The development background of , It makes use of the mapping relationship between special significance and strategy, as well as the generation law of all levels in the organization , It's clear OKR How does the working method play a role of overall reuse in the management of organizational objectives .
In the second module of this course , I will introduce O and KR How to write . Actually write OKR when , I believe you have encountered many practical problems , For example, what kind of wind is valuable . I will introduce OKR In this part, I will teach you a set of building OKR Process mechanism , a farewell OKR It simply falls to the ground and becomes KPI The worry . Combined with today's case , Introduce OKR The effective practice of the core links in the setting and management process , And by comparison KPI and OKR Similarities and differences , Help you thoroughly understand the difference and connection between the two .
Besides ,OKR As a new way of working , The landing process will involve a series of changes . I will introduce you how to upgrade motivation and culture to match OKR Landing transformation . Finally push OKR The process of change is bound to encounter many obstacles and difficulties , I will provide you with corresponding solutions , Help you clear the landing obstacles . So who is the most suitable group for this course ？ If your organization is about to import OKR You must be very anxious . OKR What is it ？ What the hell to do ？ Is there a relatively complete system OKR Let me learn about the course ？ If you are a manager , I definitely want to activate everyone in the team , Improve team execution , Guide the team to achieve performance breakthrough and innovation .
For whom ？ If you are the head of the Department , We must expect the Department's business to achieve sustained growth , And want to find a better way to focus on the growth direction , Set growth targets , We must also pay special attention to how to ensure that the landing does not deviate after the strategic objectives are determined . If you are in charge of performance HR classmate , When KPI Performance management methods are becoming more and more ineffective and formalized , You must especially hope to find a new target management method to achieve better performance . These are the problems and expectations we face , I have detailed case explanations and detailed explanations , I believe you will be enlightened , Compared with what I said OKR Working method to landing , It will definitely solve your confusion , Full of harvest .

byte CEO Issued an internal letter , In the letter, he mentioned Drucker's thinking about management by objectives , It inspires us to attach importance to organizational effectiveness and OKR Practice . There are several key words in this sentence that deserve our special attention . The first key word is management by objectives , The second key word is organizational effectiveness , The third key word is OKR event . Let's first look at organizational effectiveness . Whether the organization is effective , It depends on whether the organization can achieve its goals . So whether it's byte or Baidu 、 JD.COM 、 Alibaba or Tencent , Enterprises , Only the completed goal has the meaning of existence , Thus an organization can be effective .
Since the goal is so important , Then we need to manage our goals . For more than 100 years , The development of management science is revealing a law , Management is to improve efficiency . therefore The significance of goal management is to enable us to improve the efficiency of goals from formulation to implementation , And efficiency must be related to methodology and excellent practice . So we can see , Inject OKR The practice of management by objectives starts from 2000 Years later, it swept the major Internet companies , As a very mainstream management by objectives methodology, it has developed to this day , This illustrates the OKR Practice has helped the organization better manage its goals . Above I explain ByteDance , Make up your mind to apply OKR The cause and effect of practice , Help you understand OKR It is an excellent practice of management by objectives , It has the value of improving the efficiency of the organization to achieve its goals . Then many of us will ask , Improve the efficiency of organizational goal management , Is it just OKR Is this a practical method ？ Is there any precipitation of other methods and practices ？ Next, let's take this doubt , Let's take stock of the key stages of organizational goal management , What methodologies have emerged ？ What are the values and problems of these methodologies ？

The first stage , MBO Management by objectives .MBO Is refers to management by objectives It was written by Peter Drucker, a master of management 1954 in , He reminded us from the perspective of practice that enterprises must pay attention to and manage objectives , Otherwise, we will face the problem of low efficiency . Let's not talk about how to solve the problem of the goal realization process , Not to mention how people want to activate . If the goals are not taken seriously and followed up , Then the organization will not be able to form a joint force , Like a plate of loose sand , Chaotic business growth , Just disappeared in the market competition . Therefore, management by objectives in an organization should not only become the management system of the organization 、 Leadership style , It is also an important guarantee for enterprises to improve performance .
M The meaning of the subject matter is from 0 To 1 The importance of management by objectives , Help us bring the attention of organizational management back to the starting point . Sometimes we just walk with our heads down , But I forgot to look for the direction of Taiwan independence , And the right direction is the foundation of an organization's ultimate success . Then we pay attention to management by objectives , How to refine the goal , From which dimensions to set goals , In order to better communicate and follow up ？ This involves smart Principle .
The second stage , Namely smart principle . smart It is the abbreviation of five English words , S Represents the concrete, that is specific It means that the formulation of goals cannot be too general , Not too abstract , Be real .m The measurable representation is measureble It means that the formulation of goals requires quantitative results starting from the end . indicators a Represents realizable , That is to say attendable A goal that can be achieved with effort , Avoid setting too high .R The relevance of representation . Relevant It refers to the clear relevance between the goal and the goal of the superior company . T Represents the realization , namely timebot It refers to the concept of time when setting goals , It can be completed within a certain period . smart Principle is the basic principle of goal setting . let me put it another way , If one of the five principles is not observed or cannot be achieved , Then the formulation and Realization of goals are full of challenges . For example, the goal is not specific enough , There will be ambiguity in understanding , Goals cannot be measured , There is no way to evaluate the results . The goal is unreachable , Is to draw water with a bamboo basket , The goal is not relevant , It is to deviate from the main channel of organizational goals , Can't form a joint force , Without practice, there will be no pressure , There is no pressure , Cost effectiveness is the problem . So just because smart Method is the most basic five dimensions to be observed in goal setting . So no matter what happens later KPI BSC still OKR Method , All requirements meet smart principle , Otherwise, the formulation of goals will not be clear , Practice will be nothing .
The third stage , kbi Key Performance Indicators . With the development of organizational management ,20 century 9 The practice of Organization Association for organizational performance management has emerged KPI key performance indicator KPI It is the dismantling of the organization's strategic objectives , And in the process of application ,KPI It conforms to an important management principle and the "two eight" principle . What does that mean ？ In other words, in the process of creating work performance in an enterprise , There is a law of eighty-two , Every department and every employee 80% The performance result of is actually caused by 20% The key objectives of . Grasp 20% The key to , We have grasped the main body to analyze and measure the key tasks , In this way, we can grasp the focus of performance evaluation . So in long-term use KPI Organization ,KPI And it has been applied as a performance evaluation index , Rely too much on the assessment and attention to numbers , Let us lose the importance of organizational process management . For example, lack of cultural incentives 、 Leadership and team building , It becomes mechanical and rigid when used , Loss of organizational vitality . Besides ,KPI Based on a more important basic assumption , Dismantle strategic objectives from top to bottom , At the same time, the indicator is aligned and decomposed from top to bottom . If the number of assessment can reach , Organizations can succeed . involve KPI In fact, our businesses and individuals have received organizational dividends , With KPI Completion , Individuals have more development opportunities and competition platforms , But not assigned to KPI Of people will be limited for gradual marginal growth . So this basic assumption ignores the possibility of how everyone can create performance for the organization , It ignores that each individual in the organization builds strength for the organization , The organization will be more successful .