OKRs are one of the best-kept secrets of the startup world. Google and Amazon have both sworn by their effectiveness for years. And yet most people have never even heard of them.Standing for Objectives and Key Results, OKRs offer a revolutionary approach to goal-setting that helps companies focus on their most important initiatives, streamline to the most essential and scale those goals across the organization. Legendary venture capitalist John Doerr first introduced OKRs to Larry Page and Sergey Brin in 1999, when Google had 40 employees - a moment that Eric Schmidt has since described as 'changing the course of the company forever'.In Measure What Matters, Doerr reveals the true power of this approach for the first time. He explains how companies from Amazon to Zynga have enjoyed phenomenal growth, agility and transparency of purpose as a result of making OKRs standard practice - and reveals how you can, too.