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The Role of Leadership And finally, and really the root of the problem, is that in the vast majority of companies I see that are struggling to get any value out of OKRs, the role of leadership is largely missing in action. They literally think that the idea is to let teams identify a set of objectives, and then let them pursue those objectives, and we'll see where we are at the end of the quarter.

Empowered

Marty Cagan and Chris Jones

Team Objectives To execute on the product strategy, the leaders need to ensure that each product team has one or two clear objectives they have been assigned (typically quarterly), which spell out the problems they are being asked to solve. These objectives derive directly from the product strategy—it's where insights are turned into action.

Transformed

Marty Cagan

Note that while doing product discovery, certain tools and techniques serve both to facilitate collaboration as well as to provide an artifact as an output of that collaboration. Two very popular examples of that are prototypes and story maps.

Empowered

Marty Cagan and Chris Jones

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