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個人品牌OKR,怎麼成功做到位?

隨著科技巨擘Intel與Google,曾先後引進OKR目標管理法並取得顯著的經營成效。OKR一躍成為管理經營的潮流,許多企業紛紛嘗試以OKR解決傳統績效KPI「不重品質、任務目標不一致」的困境。藉由釐清OKR中的環節,即便只是經營小規模的個人品牌,也都能輕易上手OKR。

OKR是跨國公司的管理秘密武器

Nowadays, more and more global organizations are using OKRs and OKR managing software, such as Workboard and Perdoo. OKR is an acronym for Objective & Key Result. Objectives and Key Results (OKR) is a popular technique in the organization to set quarter goals and track results. The concept was first implemented successfully at the Intel Corporation and widely becames a management technique for some of the biggest technology companies including Google, Microsoft and Twitter.

近年來,越來越多的跨國企業都開始使用OKR系統及相關管理軟體,如Workboard和Perdoo。OKR全名是「目標與關鍵成果」的縮寫,OKR以一季為單位,讓組織能設定目標及追蹤成果。OKR首先在英特爾成功實行,並廣為其他大型科技新貴流傳,如谷歌、微軟和推特,成為管理企業的秘密武器。

OKR的精神是「制定統一方向,實行各自任務」

The core concept of OKR focuses on how to accomplish a mission through execution, making sure that everything is on track. Moreover, OKR is not just for international enterprises, it also works for any group and team, as well as individuals.

OKR核心精神是如何完美執行任務,確保所有事情都順利穩定進行。此外,OKR不只適用於跨國企業,任何規模的團隊小組,甚至到個人都能使用OKR管理。

The O in OKRs is the objectives that you want to accomplish, while the key results(KRs) are how you are going to accomplish them. "The objective is the direction. The key results have to be measured, but in the end, you can look at them and say, 'Did I do that, or did I not do that?' Yes. No. Simple." said Andy Grove, the co-founder of Intel.

OKR的「O」是你想完成的目標,關鍵成果「KRs」則是手段。「目標就是方向,關鍵成果必須要能量化,最終重新審視任務能時能說:『我做到了嗎?還是沒做到?』是、不是,就這麼簡單。」英特爾共同創辦人Andy Grove說道。

制定你的個人OKR 之前…

Set up a clear direction as objective  制定清楚明瞭的目標

The objective must be ambitious and definite. For example, "marketing" isn't a helpful objective, neither is "customer experience". They don't state much about what you're trying to achieve. They're nice subjects, but not really a specific goal, such as "Improve our content and its promotion".

目標必須具備野心及明確兩個特質,像是「行銷」就不是很有幫助的目標,「顧客體驗」也不是。以上兩者都不能清楚說明你想達成什麼目的,行銷和顧客體驗是很好的話題,卻不夠明確;相較之下「改善內容行銷及拓展宣傳」就明確多了。

Connect all the objectives into measurable results.  將目標化為能計算的格式

When you're writing the key result, you should set it in a measurable form, such as "Increase traffic to the fan page posts by 10%", instead of saying "Publish 3 posts everyday". How you get a 10% increase is flexible. You could either choose to optimize the posts so that they're easier to search for, post about a new topic, or a combination of two. When you evaluate the KRs afterwards, it is much clearer to look at the numbers than to judge by feeling.

設立關鍵成果時,應設定為能準確量化的格式,像是「增加10% 粉專貼文流量」,而不是「每日發佈3則貼文」。而能達到這個目標的實際作法就非常彈性,可以選擇優化貼文的搜索排名、發佈新主題、或結合兩者等。這樣事後評估關鍵成果時,評估客觀數字會比憑主觀感覺更精準。

OKRs aren't your daily to-do list.  OKR不是每日待做清單

Another common mistake of OKR is to write down all the daily exhaustive tasks, such as correcting typos or photoshoping pictures, thus making the OKRs seem confusing, unnecessary busywork. It's not what the team or customers really need. To solve this problem, set no more than 5 objectives with a maximum of 4 key results for each objective. Keep the number low to help you pay more attention on the most important tasks.

另外一個OKR的謬誤是寫下太多日常的瑣事,像是改錯字或修圖,這讓OKR看起來很令人困惑、像是不必要的瞎忙,團隊及顧客也無從獲益。要解決這個問題,每次設立5個目標以內,每項目標以4個關鍵成果為限。減少每次OKR的設定數量,才能讓你更加專注在執行最重要的任務。


矽谷創投者John Doerr_Why the secret to success is setting the right goals

#參考資料:Ted Talk、Silicon Valley Business Journal、Entrepreneur Asia Pacific、re:Work、Wikipedia


文/ 英語島編輯室

本文收錄於英語島English Island 2019年6月號
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