I liked the distinction made here between objectives and key results. Objectives are the general direction you want to go, key results are how much progress you

I liked the distinction made here between objectives and key results. Objectives are the general direction you want to go, key results are how much progress you want to make in how much time. In other words, key results set the planned pace in the direction of the objectives. If the business is a vehicle, the business plan is the intended velocity vector. The objective is the direction of the vector and the key results are the magnitude (speed). And the KPIs measure the actual realized progress in the planned direction.