Initiative
An Initiative is a specific project, task, or action that a team undertakes to drive progress on a Key Result. Initiatives bridge the gap between measurable goals and daily work, answering: "What will we concretely DO to move the numbers?"
What is an Initiative in the OKR Context?
An Initiative is a concrete, actionable measure that a team takes to drive progress on a Key Result. While the Objective sets the direction and the Key Result measures progress, the Initiative describes WHAT is concretely done.
The OKR Hierarchy
- [Objective](/en/glossar/objective): Where we want to go (qualitative, inspiring)
- [Key Result](/en/glossar/key-result): How we measure progress (quantitative, measurable)
- Initiative: What we do to get there (actionable, concrete)
Initiatives are hypotheses: "We believe this action will positively influence the Key Result." If the hypothesis is wrong, we change the initiative – not the Key Result.
Example: From OKR to Initiatives
Objective: Become the go-to source for OKR knowledge in Europa
Key Result: Increase organic blog traffic from 5,000 to 20,000 monthly visitors
Initiatives:
- Publish 12 in-depth OKR guides in German
- Create an OKR glossary with 30+ terms
- Launch a weekly OKR newsletter
- Place guest articles on 5 German business publications
Output vs. Outcome: The Crucial Difference
| Aspect | Initiative (Output) | Key Result (Outcome) |
|---|---|---|
| Type | Task / Project | Measurable result |
| Control | Fully controllable | Only influenceable |
| Example | Write 12 blog articles | Increase traffic to 20,000 |
| Risk | Achievable when planned | Hypothesis may be wrong |
You can complete all initiatives and still miss a Key Result if your hypothesis was wrong. In that case, you learn and adjust initiatives for the next OKR cycle.
Best Practices for Initiatives
- Limited number: 2–4 initiatives per Key Result. More creates overload.
- Clear ownership: Each initiative has a responsible person.
- Flexibility: Initiatives may be adjusted during the cycle if they prove ineffective.
- Prioritization: Don't start all initiatives simultaneously. Proceed sequentially, learn, adjust.
Common Mistake: Initiatives as Key Results
The most common OKR mistake: confusing initiatives and Key Results. "Publish 12 blog articles" is an initiative (output), not a Key Result. "Increase organic traffic by 300%" is a Key Result (outcome).
Managing Initiatives in Northly
Northly lets you assign initiatives directly to their corresponding Key Results. In the weekly check-in, not only Key Result progress but also initiative status is updated, so the team always maintains the overview.
Related Terms
Key Result
A Key Result is a quantitative, measurable outcome that indicates progress toward an Objective. Each Key Result has a clear metric, a starting value, and a target value, answering the question: "How do we know we're on the right track?"
Objective
An Objective is a qualitative, inspirational goal within the OKR framework. It describes what an organization or team wants to achieve in a given time period and serves as the north star for all stakeholders.
OKR (Objectives and Key Results)
OKR stands for Objectives and Key Results – an agile goal-setting framework that helps organizations define ambitious goals and track measurable outcomes. Developed in the 1970s at Intel by Andy Grove and later popularized worldwide by Google.
Frequently Asked Questions
What is the difference between an initiative and a Key Result?
Initiatives are outputs (concrete actions you carry out), Key Results are outcomes (measurable results you achieve). You can complete all initiatives and still miss a Key Result if your hypothesis was wrong.
How many initiatives should a Key Result have?
2 to 4 initiatives per Key Result. More initiatives create overload and dilute focus. Don't start all simultaneously – prioritize sequentially.
Can initiatives be changed during the cycle?
Yes. Unlike Objectives and Key Results, which should remain stable during the cycle, initiatives can be flexibly adjusted when they prove ineffective at driving Key Result progress.
Why aren't initiatives Key Results?
Because initiatives are controllable (you can write 12 articles), but Key Results are only influenceable (whether traffic increases depends on many factors). OKRs measure results, not activities.