OKRs have become one of the most widely adopted and most frequently misapplied frameworks in product management. Every team seems to have them, and very few teams seem to get value from them. The problem is rarely the framework itself. It is the conditions under which it is deployed and the way teams confuse objectives with tasks, key results with KPIs, and strategy with wish lists.
At PR_D_CT DAY 2024, Jurgen Suls, Founder of The Product Agency, took a refreshingly pragmatic approach. Rather than evangelising OKRs as a universal solution, he opened with the provocative title: Not Every Product Needs OKRs, But Some Do. His workshop-style session helped attendees identify when OKRs are the right tool, how to craft them effectively, and which common mistakes to avoid.
Jurgen practiced what he preached by structuring his own session as an OKR. His objective was to provide PR_D_CT DAY attendees with actionable insights on using OKRs effectively. His key results included finishing the presentation within 45 minutes, ensuring every participant created at least one Objective and Key Result, and collecting reviews with a 4.5 out of 5 star average from at least five participants.
