Your Objective is the "O" in OKR – it's the what. 

It defines the desired outcome or strategic goal you aim to achieve. Think of it as your North Star, providing direction and inspiration for all your efforts. A well-written Objective is more than just a task; it's a statement of aspiration that rallies a team towards a common purpose.

Characteristics of a Powerful Objective

A truly powerful Objective isn't just a wish; it possesses several key characteristics that make it effective:‍
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Ambitious (or Aspirational): Objectives should push boundaries. They should feel a bit uncomfortable, requiring a stretch beyond your typical efforts. If an Objective feels easily achievable, it's likely not ambitious enough. This ambition drives innovation and significant progress. However, it's crucial that ambitious doesn't mean impossible – it still needs to be within the realm of what's conceivable.
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Qualitative: Objectives describe a desired state or a feeling, rather than a number. 
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They answer "what do we want to achieve?" in a descriptive, non-numeric way. While Key Results will be quantitative, the Objective itself should be inspiring and evocative.

Time-bound: Every objective must have a clear deadline. This creates urgency and provides a framework for when the goal should be achieved. Most OKRs are set quarterly, making them inherently time-bound. For annual company OKRs, a specific year-end target is implied.

Inspirational (or Motivational): A great objective should ignite passion and galvanize action. It should be easy to understand, memorable, and clearly communicate its value. When team members read the Objective, they should feel a sense of purpose and excitement about contributing to its achievement. It should answer "why are we doing this?" implicitly.

Example of a Powerful Objective:

• "Become the undisputed leader in sustainable packaging solutions." (Ambitious, Qualitative, Inspirational) - This objective would typically be annual, then broken down into quarterly ones.
• "Delight our customers with an incredibly seamless onboarding experience." (Ambitious, Qualitative, Time-bound for the quarter, Inspirational)
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Example of a Weak Objective:

• "Launch a new marketing campaign." (Not ambitious, not inspiring, sounds like a task)
• "Increase revenue." (Too generic, not inspiring, better suited for a Key Result)