The Measure What Matters book introduces a goal-setting method called OKRs, and small business owners can adapt it to keep a team focused on a few clear results. John Doerr, an early investor in several technology companies, published the book in 2018. It explains objectives and key results, a system used at several well-known firms. This review covers how OKRs work, what a small owner should borrow and what to leave behind.
What the Measure What Matters book covers
An OKR pairs an objective, a clear and inspiring goal, with a small set of measurable key results that show whether you reached it. For example, an objective of “become the go-to cleaning service in our neighborhood” might have key results about the number of repeat customers, average rating and referrals per month.
The book includes stories from companies that used OKRs, explanations of how to set stretch goals, and guidance on tracking, grading and revising them each quarter. It stresses transparency, so everyone can see how their work connects to the goal.
Why it is worth the time
The book is written as a series of case studies, which makes it easy to dip into. Read the opening chapters for the method, then browse the case studies that resemble your business.
Lessons for business owners and buyers
These ideas carry over well to anyone running or evaluating a business:
- Focus on a few goals. Three to five objectives are easier to follow than twenty.
- Make results measurable. Replace “improve service” with a number you can track.
- Share the goals. Team members work better when they know what matters.
- Review often. Quarterly check-ins keep goals alive.
What to question
The method comes from large technology companies with many teams, and a three-person business may not need the full system. A simple monthly list of goals and numbers can be enough.
Measures can also distort behavior. If you count only the number of calls, people may rush them. Choose measures that reflect real value and balance them with quality checks.
The book does not promise that OKRs will lead to growth.
Put the ideas to work
Write one objective for the next quarter and three key results with numbers. Share them with your team or a mentor. Check progress every two weeks, and at quarter end write what you learned. Keep the process light enough that it does not become paperwork.
If you are buying a business, ask the seller what numbers they track and how. A company that measures its work is easier to manage and to value. Our due diligence guide shows which numbers to request.
Questions to ask before you act
What three numbers best show whether your business is healthy? Who owns each number? What goal would make this quarter a success even if everything else is average?
Write the answers and put them where you will see them each week.
How it compares with other business books
Where Traction covers marketing channels, this book covers how to set and track goals. Our review of Traction pairs well with it for a full growth plan.
A simple thirty day plan
In week one, choose one objective and draft key results. In week two, set up a simple tracking sheet. In week three, hold a short team meeting to share the goals. In week four, check progress and adjust the targets if they are unrealistic.
Mistakes to avoid
Do not set so many goals that no one remembers them, do not tie goals to punishments, and do not skip the review. A stale goal list is worse than none.
A sample set for a home services business
Objective: become the first call for lawn care on our street. Key results: reach sixty regular customers by the end of the quarter, keep the average rating above 4.7, and earn twenty referrals. These are specific enough to track and simple enough to explain to a part-time helper. Adjust the numbers to your own market and capacity, and never promise customers results you cannot deliver.
Who should read
This book suits owners with at least a small team who want a simple way to align effort. Solo owners can use it for personal goals.
Start small. A short list of goals reviewed every two weeks beats a long list that nobody opens, and it leaves room for the daily work of serving customers. If the method begins to feel like paperwork, simplify it until it helps you decide what to do next.
Helpful outside resources
The IRS self-employed tax center lists records you should keep for tax time, which pair well with tracking, and the SBA guide to planning your business offers planning templates.
