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An Objective is like a mission statement, only for a shorter period of time. I think of it like this: A mission is an Objective for five years, and an Objective is a mission for three months.
Radical Focus SECOND EDITION
Christina Wodtke
If the ultimate business goal is revenue, the product team's main metrics can’t be about revenue. This is because the primary function of OKRs is not to qualify for a bigger bonus, a promotion or personal validation. They should be used as a tool unjudgementally to *indicate* whether the team’s work is generating the right outcome for users. It gives clues to whether progress made is resonating with customers.
The focus on customer centric metrics eliminates the distraction and worry for the product team. It means they can be laser focussed on building the sharpist product to solve the specific user problems that have been identified by the team to be the most important to solve.
We're Zipping Up Into a New Operational Onesie.
Product Breaks
• **Feature Work -** Creating and capturing value by extending a product's functionality and market into incremental and adjacent areas.
• **Growth Work -** Creating and capturing value by accelerating adoption and usage by the existing market.
• **Scaling Work -** Focusing on bottlenecks to ensure the team can continue to move forward and take on new levels of feature, growth, and product-market fit expansion work.
• **Product-Market Fit Expansion -** Increasing the ceiling on product-market fit in a non-incremental way by expanding into an adjacent market, adjacent product, or both.
> *"One of the most common conflicts I've seen is when product leaders try to apply a single development process, measure of success, and strategy to all product work. For instance, while some of the steps can be similar, growth and feature work are fundamentally different and a lot of energy is wasted trying to make them all fit into the same process, success metric, and approach."* **-** **Fareed Mosavat**, **former Director of Product at Slack**
Product Work Beyond Product-Market Fit
Fareed Mosavat & Casey Winters
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