Key Results are the feedback mechanisms telling you whether you're getting closer to your objective or not, they are there to make sure that you focus on actions that move the metrics and add a value.
Key Results should:
Make the objective achievable:
When creating Key Results for an Objective, you’re answering the question How do I get to my Objective? We are talking about Key Results here. That means those results that are key to getting closer to the Objective. You won’t have to list all the things you’ll do, as long as you list the most important ones. If you end up with too many Key Results, see if you are able to group a few of them.
Have a number
With a number you will be able to easily define progress. If you have a Key Result that says ‘Sell books’, it will be impossible for you and others to see how you are progressing. If you have a Key Results that says ‘Sell 1.000 books’ and you’ve sold 700 so far, you are at 70% of your target.
An easy rule of thumb is that it should be feasible to get to 70% of whatever target. In other words: getting to 70% should already be impressive. So if you think you can sell 1.000 books, you’ll put the target at 1.500. In case you did sell 1.000 books, you’ll be at almost 70%. If you thought 1.000 was possible, now let’s see how you can get to 1.500!