In writing key results for OKRs (or generally trying to find measurable goals), I have noticed several patterns of measurement. I find this list useful when I am trying to brainstorm ways to measure a given initiative. I can ask myself, “Hmm, is there a Symptom measure I could use here?” Gives the imagination a little kick. This is especially useful when I am stuck with a bunch of output-based key results and I am trying to convert to something outcome-based. Will post more about that later; for now: it’s basically about trying to avoid the trap of measuring what’s easy to measure as opposed to what’s important to measure.
- Milestone
- Binary result; you do it or you don’t.
- Example: Achieved XyZAB Certification.
- Metric
- You change some measure by some amount.
- Example: Sales up 35% over same quarter last year.
- Pioneer
- You do the first of something, forcing you to learn and solve problems along the way.
- Especially useful when you are moving into a whole new area. Lays groundwork for future work.
- Example: Produced first Department podcast.
- Canary in the Coalmine
- You measure the whole by measuring a predictable outlier.
- Example: Perennially dissatisfied customer said some form of “very happy”.
- Symptom
- You measure the true (and difficult-to-measure) outcome you actually want by detecting a symptom it creates.
- Example: true outcome is “increase customer knowledge of topic x”; symptom-style measurement is “20% fewer help desk calls on topic x”.
- Stepping Stone
- You believe that by achieving a given result, your true outcome will follow.
- Especially good for cases where the outcome significantly lags the work you do.
- Example: true outcome is “people enter key data in SalesForce”. You believe they don’t because your SalesForce implementation is a clutter of unnecessary fields. Stepping-stone style measurement is “Number of SalesForce fields cut in half”, based on the theory that sometime after the cycle, people will as a result start using SalesForce more regularly.
- Straight Face
- You make an assertion that you cannot currently say with a straight face. Your goal is to get to the point where you can say it with a straight face.
- Good where quantitative measures are impossible. However, it’s squishy. Use with caution.
- Example: I am in good shape.
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