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OKRs: The Secret Sauce for Focused and Prioritised Decision-Making in Pre-PMF Startups

As a founder of pre-PMF startups, you know firsthand the struggle of juggling an ever-growing list of ideas, tasks, and objectives. You're constantly faced with new ideas and the need to decide which ones to prioritise. It's an ongoing challenge to keep your team aligned, moving in the same direction, and making the best use of your limited time and resources.

Enter OKRs - a simple yet powerful tool designed to bring focus and prioritise decision-making. You might think that OKRs are more suited to large corporations with their extensive resources and structure. But we're here to challenge that notion. In fact, a well-implemented OKR framework can bring much-needed clarity and agility to early-stage startups.

At Palladium, we've embraced OKRs as a lightweight decision-making framework that enables our clients to maintain their nimble startup mindset while tackling their goals head-on. With OKRs, you can easily answer critical questions about transparency, alignment, and prioritisation that are vital to the success of your startup

So, let's dive into the world of OKRs and explore how this potent tool can help your pre-PMF startup thrive.

In the next few paragraphs, we'll discuss the differences, pitfalls, and best practices for utilising OKRs in early-stage startups while considering alternative approaches and providing practical examples.

Why might OKRs not be the perfect match for pre-PMF startups?

When you think about the big names that have successfully adopted the OKR methodology, it's easy to assume that OKRs are more suitable for larger, more established companies. Early-stage startups, on the other hand, operate in a vastly different environment.

The primary focus for pre-PMF startups is learning, iterating, and evolving – which can make it difficult to apply a structured process like OKRs.

Some experts argue that OKRs only work for teams of 25 or more people and only after the startup has achieved product-market fit (PMF). Andrew Chen, an investor at Andreessen Horowitz, even claims that "OKRs are almost certainly harmful for pre-P/M fit startups."

So, the question is: Are OKRs really unsuitable for early-stage startups? Or is there a specific aspect of the OKR methodology that doesn't quite fit their needs?

The standard quarterly cycle is the main issue with traditional OKRs for pre-PMF startups. In the fast-paced world of startups, a three-month cycle can feel like an eternity – and it may not provide the flexibility and adaptability that startups need to thrive.

How OKRs still matter for pre-PMF b2b startups?

While the core principles of OKRs can indeed be beneficial for early-stage startups, the traditional OKR methodology might not be the perfect fit.

Let's dive into the world of OKRs and explore how this potent tool can help your pre-PMF startup thrive.

OKRs Demystified.

OKRs, or Objectives and Key Results, comprise two primary components:

  • Objectives: These are your aspirational goals. Objectives should be time-bound, qualitative, and actionable by the person or team responsible for achieving them.
  • Key Results: These measure your progress toward achieving the Objective. Key Results should be quantifiable, achievable, and objectively graded.

Objectives typically have several Key Results, which, when combined, lead to the successful completion of the Objective. Although if the total number of Key Results exceeds seven, prioritisation becomes increasingly difficult.

The Power of OKRs in Early-Stage Startups

The beauty of OKRs lies in their adaptability and scalability. They can be applied at multiple levels within an organization, from the CEO down to individual team members. By linking the Key Results of a higher level to the Objectives of a lower level, we can create a clear, easy-to-understand representation of our goal hierarchy.

OKRs can still be valuable and relevant when adapted to suit your unique needs. Here's why:

  • Transparency and alignment: OKRs help startups maintain clarity on goals and foster collaboration, accelerating their path to product-market fit.
  • Measurable progress: By focusing on measurable outcomes, OKRs enable startups to track progress, make data-driven decisions, and adapt to market feedback.
  • Autonomy and empowerment: OKRs promote a culture of ownership, accountability, and innovation – essential qualities for navigating uncertainties in early-stage startups.
  • Adaptability: Startups can adjust the OKR framework, such as adopting shorter cycles or learning-oriented objectives, to better align with their dynamic nature.

Embracing OKRs in Your Pre-PMF Journey: Best Practices

It's time to explore the best practices for implementing OKRs effectively in the early stages of your company.

In the following sections, we'll share practical tips and strategies to tailor OKRs to your startup's unique context, ensuring you maximise their potential to accelerate your journey towards product-market fit.

So, let's dive in and unlock the secrets to leveraging OKRs for pre-PMF success!

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Embrace Shorter OKR Cycles

For pre-PMF startups, agility and adaptability are essential. We recommend adopting shorter OKR cycles, such as monthly or even bi-weekly, allowing for rapid iteration and quicker decision-making.

Shorter cycles also enable startups to reassess priorities more frequently, ensuring alignment with the ever-evolving market landscape.

Be Open to Terminating Objectives

Data-informed decisions are vital for early-stage startups. Be ready to terminate OKR cycles or objectives when they're no longer relevant or when new data suggests a change in direction.

This approach helps maintain focus on critical objectives and sustain momentum. Encourage a culture where it's acceptable to pivot or abandon objectives based on fresh insights, fostering adaptability and responsiveness.

Prioritise Learning and Hypothesis Validation

Pre-PMF startups should focus on OKRs that facilitate learning and hypothesis validation. Examples include increasing user engagement, acquiring customer feedback, and conducting pricing experiments to optimise revenue.

By emphasising these learning-oriented objectives, you can gain a deeper understanding of your company market and customers, which allows you to make informed decisions and iterate effectively.

Align OKRs with Company Vision

It's crucial to align OKRs with your overarching company vision and mission. This alignment ensures focus on the most critical objectives, preventing deviation from the startup's long-term goals.

Regular check-ins and discussions between teams can help maintain this alignment and ensure everyone is working towards a shared ultimate objective.

Exploring OKR Alternatives: Other Frameworks for Early-Stage Startups

While OKRs have proven their value, it's essential to acknowledge that you may benefit from alternative frameworks too.

Further, we'll delve into other goal-setting methodologies that may better suit early-stage startups' unique needs and contexts. By understanding these alternatives, you can make a well-informed decision on the most suitable approach to drive your company towards success.

Let's dive in and explore these OKR alternatives tailored for pre-PMF startups!

NCTs: Narrative, Commitments, Tasks - A Focused Alternative to OKRs

NCTs emphasises three core components: establishing a clear narrative, defining commitments, and outlining the necessary tasks required to fulfill those commitments. NCTs can help you maintain a sharp focus on your vision and strategy while executing actionable tasks effectively.

Unlike the OKRs method, which relies heavily on quantifiable key results and objectives, NCTs provide a more flexible and less metric-driven framework. Which might be more suitable for startups in their early stages that are still exploring and iterating on their business model.

NCTs in Action:

Narrative: Revolutionise how businesses manage their projects by providing an AI-driven project management solution.


  • Develop an innovative AI-driven project management platform.
  • Deliver exceptional customer support and service.


  • Research customer pain points, design and test the platform.
  • Implement a proactive customer success program and train the support team.

Impact Maps: A Powerful Visual Alternative to OKRs

Impact Maps offer a unique visual approach to goal-setting by creating a graphical representation of the startup's strategic landscape.

In contrast to the OKRs method, which is more structured and focused on quantitative key results, Impact Maps emphasise the dependencies and connections among various strategic components.

Imagine a B2B SaaS startup that aims to streamline project management for small and medium-sized businesses. The startup's primary goal is to acquire 500 new customers within six months. The Impact Map for this startup might look like the following:

Business Goal: Acquire 500 new customers within six months.

Stakeholders: Sales team, marketing team, product development team, and customer success team.


  • Develop a targeted marketing campaign.
    Stakeholders: Marketing team, sales team.
  • Optimise the onboarding process.
    Stakeholders: Product development team, customer success team.
  • Offer a 30-day free trial to attract potential customers.
    Stakeholders: Sales team, marketing team, product development team.

Actions and Dependencies:

  • Marketing team creates compelling content targeting specific industries.
    Dependency: Sales team provides insights on industry pain points.
  • Product development team enhances the user interface based on user feedback.
    Dependency: Customer success team collects and shares user feedback.
  • Sales team follows up with leads generated from the free trial.
    Dependency: Marketing team promotes the free trial offer effectively.

By using an Impact Map, you can visualise the connections between your primary goal and the actions required to achieve it. Furthermore, the Impact Map highlights the dependencies among various stakeholders, ensuring that the entire team is aligned and focused on the startup's strategic objectives.

OKRs template for early-stage startups

At Palladium, we strongly believe that early-stage marketing should be data-driven and goal-oriented. With limited budgets, time, and resources, founders cannot afford to engage in every marketing activity available.

A well-defined set of objectives is crucial to making the most of these limited resources. That's why we advocate for the OKRs methodology, especially when it's fine-tuned to accommodate the unique environment of pre-PMF startups.

To assist startups in effectively implementing this approach, we've developed an OKRs template tailored specifically for pre-PMF startups. It can be customised to suit your needs and situation, ensuring that your marketing efforts remain laser-focused on achieving the most critical goals.

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Final thought on best OKRs practices

Adopting the best OKR practices is an essential step towards achieving product-market fit.

At Palladium, we understand the unique challenges faced by early-stage startups and the need for flexibility, adaptability, and rapid iteration. By incorporating the OKRs methodology and fine-tuning it to suit the pre-PMF environment, startups can drive growth and innovation while staying aligned with their overarching vision and objectives.

Embracing shorter OKR cycles, being open to terminating objectives when necessary, and focusing on learning and validating hypotheses are just a few of the best practices that we recommend.

As you implement OKRs within your startup, remember to keep communication open, encourage a data-driven approach, and stay nimble in the face of change.


Pre-PMF startups require shorter OKR cycles, a greater focus on learning and validating hypotheses, and flexibility to terminate objectives when necessary. Larger companies can afford longer cycles and typically have more established processes in place.

Yes, early-stage startups can benefit from using OKRs if they are adapted to suit the pre-PMF environment. This includes adopting shorter cycles, focusing on learning and hypothesis validation, and maintaining alignment with the company's vision.

Some best practices include adopting shorter OKR cycles, being open to terminating objectives when necessary, and focusing on learning and validating hypotheses. It's also essential to align OKRs with the company's overall vision and objectives.

Alternatives to OKRs for early-stage startups include NCTs (Narrative, Commitments, Tasks) and Impact Maps. Both methods focus on maintaining alignment with the company's vision and objectives while ensuring clear communication and prioritisation.

Pre-PMF startups can implement OKRs effectively by fine-tuning the methodology to suit their unique environment, such as adopting shorter cycles and focusing on learning-oriented objectives. Utilising a tailored OKR template designed for early-stage startups can also be beneficial in guiding the process.

Quarterly OKR cycles may be too long for pre-PMF startups, as they require greater agility and responsiveness to market dynamics. Instead, it's recommended to adopt shorter cycles, such as monthly or bi-weekly, to accommodate rapid iteration and decision-making.

Rina Klymenko

CMO and Co-Founder at Palladium

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