In a compelling discussion, Bjarn Brunenberg, Experimentation Lead at TomTom, shares his insights on aligning business goals with OKRs (Objectives and Key Results). He highlights the critical differences between OKRs and KPIs and the common pitfalls to avoid, such as vague objectives. Bjarn also shares lessons from his experimentation failures, including surprising pricing test outcomes. With practical tools like the KPI Tree, he demonstrates how teams can bridge ambitious goals with tangible actions, making this conversation a treasure trove for anyone looking to enhance goal-setting strategies.
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insights INSIGHT
OKRs Explained
OKRs are a framework for achieving goals and measuring progress.
The objective is your North Star, while key results are the measurable steps in between.
insights INSIGHT
OKRs vs. KPIs
KPIs measure business health and differ from OKRs, which focus on goal setting.
KPIs are like a company's heartbeat, often displayed on a CEO's dashboard.
question_answer ANECDOTE
TomTom's Transformation
Bjarn works at TomTom, which transitioned from hardware to software solutions.
One-third of cars in the Netherlands use TomTom technology.
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In this episode of the No Hacks Podcast, I had the pleasure of sitting down with Bjarn Brunenberg, Experimentation Lead at TomTom. Bjarn has a passion for turning big ideas into actionable steps, and in this conversation, we get into the nuts and bolts of OKRs (Objectives and Key Results), how they differ from KPIs, and why they’re a game-changer for teams and businesses alike.
Bjarn shares some incredible stories from his time at TomTom, where he’s been helping the company shift from their famous hardware devices to innovative software solutions. We also talk about how OKRs can help bridge the gap between ambitious company goals and the day-to-day work that teams do.
Here’s a glimpse of what we covered:
The difference between OKRs and KPIs (and why getting this right matters).
How to avoid common OKR mistakes, like setting vague objectives or misaligning teams.
Practical tools like the KPI Tree and Opportunity Solution Tree that make complex goals feel achievable.
Lessons from experimentation failures (including a pricing test with unexpected results).
How Bjarn applies the principles of OKRs to his personal goals, like learning Portuguese and becoming a keynote speaker.
Whether you’re a leader, part of a product team, or just someone looking to bring more structure and focus to your goals, there’s something here for you. This conversation is full of relatable insights, practical advice, and a good dose of humor about the challenges we all face in trying to “get it right.”
Chapters:
00:00 Understanding OKRs and KPIs 01:33 Bjarn's Role at TomTom 03:02 Challenges with OKRs 04:01 Aligning OKRs with Business Goals 06:46 Frameworks for Clarity 10:37 Common Pitfalls in Product Development 12:54 Rapid Fire Questions 13:18 The Humor in Testing Failures 14:13 The Ethics of Pricing Tests 14:56 Lessons from Professional Mistakes 16:44 Favorite Optimization Tools 17:36 Applying OKRs to Personal Life 22:17 Real-World Applications of Product Development Strategies 25:04 Final Thoughts and Season 2 Wrap-Up
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