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:
Production by supermix.io
