"Most OKRs Are Just Tracking Failure"OKRs are supposed to drive success. But here’s what actually happens instead:1. Teams track effort, not results.2. Leaders set goals based on gut feeling.3. When things go wrong, strategy isn’t questioned—the team is."If your OKRs aren’t tied to behavior change, they’re just noise."Jeff Gothelf and I break down:1. How OKRs expose bad leadership assumptions2. Why most OKRs don’t actually measure success3. How to use OKRs to push back—without career risk4. Why customer behavior, not feature launches, should define success5. How product discovery should be continuous, not a one-time study6. Why designers, PMs, and AI teams need OKRs that track learning, not just output7. How to create a culture of continuous learning—where teams challenge assumptions, test ideas, and adapt fastBecause if your OKRs aren’t helping you challenge bad decisions, they’re useless.Jeff is a a leading voice and thought leader on customer centric product development. He helps organizations build better products and executives build the cultures that build better products. He is the co-author of the award-winning book Lean UX (now in it’s 3rd edition) and the Harvard Business Review Press book Sense & Respond. In 2020 he published the critically aclaimed book, Forever Employable.Starting off as a software designer then product manager and finally entrepreneur, Jeff now works as a keynote speaker, trainer, coach, and board advisor helping companies put the customer in the century of every decision.Most recently Jeff co-authored Who Does What By How Much?, his 5th book and 3rd with co-author Josh Seiden. This new book is the how-to guide for implementing Objectives and Key Results (OKRs) in every organization.Jeff's latest bookGet access to our network of expert AI consultancies