One thing's for sure - it's much easier to quantitatively define an OKR for growing advertising mindshare (especially when you operate the exchanges that measur

One thing's for sure - it's much easier to quantitatively define an OKR for growing advertising mindshare (especially when you operate the exchanges that measure that mindshare!), than it is to, say, define an OKR for how a project loosely contributes to Google leading the mindshare in the movement towards generative AI outputs as they redefine practically every job in the world. And I'm certain that however much Google historically stressed that OKRs aren't tied to performance reviews, there's a lot of fear that deviating from OKRs could trigger one being on the top of the list for the next round of layoffs. So there are definitely headwinds that could stifle experimentation and innovation in such a brave new world. For Google's sake I hope that top leadership is redoubling its efforts to get buy-in up and down the management chain for redesigning structures to allow innovation to take place.