Who Creates Team Objectives and Ensures Focus

Christian sits down with Jon Moore to unpack one of the most important — and most misapplied — practices in modern product teams: team objectives. They break down why OKRs often fail, how to make objectives meaningful for empowered teams, and why focus, trust, and problem-solving are at the heart of real product outcomes.

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Today’s discussion unpacks:

• What team objectives really are (and aren’t)

• Why most companies get OKRs wrong

• How to shift from outputs to outcomes

• The role of leadership in creating focus and context

• How to set clear, problem-based objectives

• The difference between team, business, and individual objectives

• Why functional goals kill cross-functional teams

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References:

• Empowered (book): https://www.svpg.com/books/empowered/

• Google OKRs: https://rework.withgoogle.com/guides/set-goals-with-okrs

• Marty Cagan on Empowered Teams: https://www.svpg.com/empowered-product-teams/

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SVPG series on team objectives:

• Accountability: https://www.svpg.com/team-objectives-accountability/

• Action: https://www.svpg.com/team-objectives-action/

• Ambition: https://www.svpg.com/team-objectives-ambition/

• Collaboration: https://www.svpg.com/team-objectives-collaboration/

• Commitments: https://www.svpg.com/team-objectives-commitments/

• Empowerment: https://www.svpg.com/team-objectives-empowerment/

• Management: https://www.svpg.com/team-objectives-management/

• Overview: https://www.svpg.com/team-objectives-overview/

• Summary: https://www.svpg.com/team-objectives-summary/

Where to find Jon Moore:

• LinkedIn: https://www.linkedin.com/in/jonathonmoore/

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Where to find Christian Idiodi:

• LinkedIn: https://www.linkedin.com/in/cidiodi/

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Where to find SVPG:

• SVPG’s newest book, TRANSFORMED: https://www.svpg.com/books/transformed-moving-to-the-product-operating-model/

• Other books: https://www.svpg.com/books/

• Articles: https://www.svpg.com/articles/

• Workshops: https://www.svpg.com/

• Videos: https://www.svpg.com/videos

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Timestamps:

(00:56) What are company objectives?

(02:39) Why teams get OKRs wrong

(05:10) The true purpose of a team objective

(07:48) OKRs only work with the right team culture

(09:04) Leaders often want success shortcuts

(09:58) The mechanics of a great team objective

(13:28) Who should set team objectives?

(18:23) The optimal cadence for revising objectives

(20:11) Why environment shapes key results

(22:41) You should lead with context

(25:14) The high-integrity commitment

(27:50) Can many teams share one objective?

(28:59) A common objective pitfall

(30:29) How to reinforce accountability

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Disclaimer:

While this podcast is named “Product Therapy”, it is not hosted by licensed therapists or mental health professionals, and it is in no way a substitute for professional mental health services. We recognize the importance of mental well-being and encourage anyone facing personal difficulties to seek support from qualified professionals. See https://findahelpline.com/

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Production:

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