Tuesday, April 16, 2024

Do you have excess fat?


Operating lean is more than a strategy; it's a philosophy that is the core of any venture. It's about achieving more with less, ensuring that every resource, every minute, and every dollar is utilized to its fullest potential. This philosophy demands a culture of efficiency, where every task, every process, and every expenditure is scrutinized for its value to the business. Embracing lean operations means prioritizing investments that directly contribute to growth, fostering an environment where innovation thrives, and setting a foundation for sustainable success.

Opportunity must always outweigh capacity. Otherwise, you will be forced to make decisions that is based on physical hunger.

Can you be lean?

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Monday, April 15, 2024

Are you flexible?


Adaptability is not optional; it is essential. Business landscape is ever-changing, demanding a readiness to pivot and evolve. This flexibility means staying abreast of market trends, customer behavior, and technological advancements. You need to always be prepared to adjust strategies and operations accordingly.

It's a delicate balance, maintaining loyalty and consistency to your core mission while being open to new directions and opportunities. In this agility lies the ability to seize new opportunities and exert creativity. By doing so, you are keeping the business dynamic and competitive.

Are you adaptable?

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Friday, April 12, 2024

Where does your loyalty lie?


At the heart of every successful venture lies a deep commitment to the customer. Every strategy, every product, and every service are shaped by the needs and preferences of those you serve. Engaging with customers, valuing their feedback, and exceeding their e
xpectations become the pillars upon which businesses build lasting relationships. In a marketplace crowded with choices, it is the quality of these relationships and the memorable experiences created that distinguish a business, turning customers into advocates and transactions into enduring partnerships. You already know this. But worth a reminder.

Take care of the clients/customers and the profits will take care of itself.

How do you make money?

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Tuesday, April 9, 2024

Where is it going to come from?


Where is IT going to come from is going to test you to its limit. IT can be anything. Money, time, confidence, energy. Everything. Everything you ever need to run a business on less than everyone else.

Resourcefulness is the cornerstone of success. Entrepreneurs find strength in their ability to do more with less, turning constraints into creative solutions. This approach goes beyond mere frugality; it involves a deep dive into every aspect of the business, questioning every expense, and ensuring that every decision drives towards the ultimate goal. The most creative solutions can come from thinking outside the box or even within the box. The trick is to know where are the borders that needs to be pushed and where are the line that needs to be broken. Sometimes it can be leveraging what is already within reach.

Can you get it?

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Monday, April 8, 2024

Would you love the journey?


Starting a company low on cash and trying to make it last as long as possible is not for the faint hearted. You need stamina, courage, more importantly you need to love it. In good and in bad times. You kind of have to love the power of perseverance or love the journey of discovering it for your test. To test yourself and how strong you are and how deep is your stamina. It is a journey where every challenge faced is an opportunity to learn and grow.

Where success is measured not in immediate wins but in the resilience and innovation developed over time. This journey teaches you to navigate uncertainty, to pivot when necessary, and to remain committed to growth, even as visions evolve and goals become more defined. Embracing this path means understanding that true achievement comes from the commitment to see the journey through, regardless of its twists and turns.

Will it test your love?

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Friday, April 5, 2024

How do you grow your business?


Broad Targeting:
Instead of focusing solely on a niche market or attempting to personalize marketing efforts to extreme degrees, Romaniuk and Sharp suggest a broader approach. Reaching a wide audience ensures that your brand remains visible to as many potential buyers as possible, including light users who make up a significant portion of sales in most categories.

Encourage Brand Switching: Given that most markets have more similarities than differences, encouraging brand switching through consistent and broad marketing efforts can be more effective than trying to create a highly differentiated product offering. In summary, if your brand lacks differentiation and competitive advantage, focusing on Category Entry Points and achieving distinctiveness as recommended by Jenni Romaniuk and Byron Sharp can be an effective strategy. Enhancing mental availability through CEPs and creating a distinctive brand identity through consistent use of branding elements can help your brand compete more effectively, even in the absence of clear product differentiation.

Can this increase your profit?

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Thursday, April 4, 2024

How do you achieve distinctiveness?


First, Create and Leverage Distinctive Assets: Distinctiveness involves making your brand easily recognizable and memorable. This doesn't necessarily mean being unique in product features but could involve distinctive branding elements such as logos, slogans, colors, and jingles. These elements help consumers easily identify and remember your brand, improving recognition and recall.

Consistency is Key: Maintaining consistent use of distinctive assets over time helps reinforce brand identity and can make your brand more salient in the minds of consumers. This salience, driven by distinctive assets, helps your brand stand out in a crowded market, even if the products or services offered are not significantly different from competitors.

According to this school of thought, you don’t need to be different, you just have to be distinctive. But I believe they aren’t mutually exclusive.

Tomorrow we talk about utilizing broad reach and expanding the customer base.

What’s your differentiation?

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Wednesday, April 3, 2024

What are category entry points?


If you are from the Sharp and Romaniuk school of thought, focusing on Category Entry Points (CEPs) and distinctiveness is crucial in addressing brand differentiation and competitive advantage. One of the main points to be applied is to focus on Category Entry Points (CEPs).

Identify and Expand CEPs: CEPs are cues or situations that prompt consumers to think of a brand within a category. Brands should identify the most common entry points for their category and work to associate their brand with these moments in the minds of consumers. By broadening the range of CEPs where your brand is recalled, you enhance the likelihood of being considered by consumers when they are ready to purchase.

Then, Improve Mental Availability: Romaniuk and Sharp argue for improving a brand's mental availability, which means being thought of in buying situations. Increasing your brand's association with diverse CEPs can make it more mentally available to consumers, compensating for a lack of perceived differentiation.

Tomorrow we talk about achieving distinctiveness.

Which CEP would you use for your brands?

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Tuesday, April 2, 2024

Can you please tell me about the history of Positioning?


Younger marketers probably don’t know that the concept of brand positioning was introduced by Jack Trout and Al Ries through a series of three articles in "Advertising Age" in the early 1970s.

This groundbreaking idea later evolved into a comprehensive book titled "Positioning: The Battle for Your Mind," which was published in 1981. Knowing this historical context is crucial for any marketer because it underscores the origins of a concept that has become foundational in the field of marketing and brand strategy. Understanding the evolution from the initial articles to the book allows marketers to appreciate the depth and development of positioning theory over time.

I always advocate reading the original articles. As a follow up read the subsequent book, as it is essential for marketers. It offers insights into the strategic thinking behind brand positioning, which goes beyond mere advertising to the core of how a brand is perceived in the minds of consumers. It's an invaluable lesson in how simple, clear concepts can transform industries and guide the strategic direction of brands for decades. Familiarity with these materials not only enriches a marketer's strategic toolkit but also connects them with the seminal thinking that continues to influence modern marketing practices.

Now do you know?

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Monday, April 1, 2024

How long do you think it will last?


Starting a business is tough and it doesn’t get easier. But you do get tougher and, more importantly, wiser. No point being tough but none the wiser after a while.

If you are starting a business, here are 3 advise I can give you:

1. Write down what is your ideal client. “My ideal client looks like …They think… they treat …they act …” if it is not written it is not counted. Writing helps you visualize a lot better and you can revisit what you wrote.

2. Managing time and money you probably already know. Manage your energy and confidence. No energy you will collapse. You will fall sick. No amount of money is worth it. Money you can make back, when you lose your confidence it is a tough road ahead. Manage these well.

3. The key is opportunity. If you have more opportunities than capacity, you can choose your clients. Otherwise physiological hunger drives your decisions. That’s not a good way to decide what to work on.

Keep walking.

What would you advise me?

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Friday, March 29, 2024

How important is it to you?


Whatever work life balance you seek, I think it all goes back to priorities. Which role should take priority and which phase of your life? Your priority should take a bigger chunk of your time and energy. Working out the balance is an art you develop overtime, stumbling, falling, tripping till you find that sweet spot. That's when you can have the cake and eat it too.

Where is the balance tipping?

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Wednesday, March 27, 2024

Why do you say it?


If what you need to say is not kind and uplifting, say it in a way where it hurts the least. This is especially true if the intention of what you say is to help someone improve. Unless of course, what you say is intended to hurt. Then you need to think what are you truly made of.

How did you say it?

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Tuesday, March 26, 2024

Do they care?


Randy Pausch, in his book "The Last Lecture," reflects on the impact of his high school football coach, Coach Graham, on his life. Pausch describes Coach Graham as someone who was very tough on him, often pushing him hard and not hesitating to criticize or point out mistakes.

Pausch mentions how Coach Graham "rode him hard," not letting up or sugarcoating his criticisms. This tough love approach was not something Pausch appreciated at the time, but as he grew older, he realized its value.

An assistant coach came up to him and said, "When you're screwing up and nobody says anything to you anymore, that means they've given up on you,"

Recognize that sometimes harsh ways people can show support and belief in us.

If radical candour is what you need, then that’s what you need.

Do they still care?

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Monday, March 25, 2024

Where will you learn these?


Skills you will need to do your job well whether you are an entrepreneur or a corporate climber.

Communicate well. Meaning speak, present and write well.

Manage your projects well. Meaning don’t hide behind “I am the big picture guy.” Know details and manage the details well.

Think well. Meaning your thinking must have rigors, and if they can be creative even better.

Sell well. Related to communicate well, but different. The world turns because someone sold something. It can range from an idea to a product to a service.

Which skills do you have?

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Friday, March 22, 2024

What have you not tried?


Freedom from regret is a very good motivator. If you let that drive you, you will probably take more risks and say more “yes”. We have used that often in running our business and in many ways, it has helped us grow just because we did not want to regret not trying enough to help us stay in business. This has helped us grow.

Will you have regrets?

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Thursday, March 21, 2024

What is your why?


Most brands are just selling a simple solution. You're hungry, we give you something tasty and filling. Your clothes are dirty, our brand helps you clean it. You want to get to A, we help you get there. Your brand purpose doesn’t have to be noble.

Are you trying to be too noble?

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Wednesday, March 20, 2024

Who would you choose?


You can build your portfolio of mentors. Real and virtual. The virtual one is especially easy to do in this day and age. They don’t need to know you. Only you need to know them, their thoughts and actions in as much detail as you choose. Read their books, attend their courses if they conduct them, watch their videos, read their posts on blogs or LinkedIn. Devour their thoughts and apply those that applies. Your sifus are everywhere teaching you for free in many instances.

Who are your sifus?

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Tuesday, March 19, 2024

Who will disrupt you?


“Our industry doesn’t do that.” That’s something we often hear from decision makers on the client side. And yet companies that disrupt their industries are those that grew because they did what the industry doesn't do... Spotify, Netflix, Amazon...I am sure you can think of many other examples.

Will you disrupt yourself?

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Monday, March 18, 2024

Is this the only way?


To every idea, there is an opposite idea. To every strategy there is an opposite strategy. To every execution there is an opposite execution. Both works. The challenge is picking one that works for you. That’s your job. That’s why you have a job. Otherwise, AI would have done it for you and you would lose your job.

Stop listening to too much hacks, tips and obvious secrets. Discover the options on your own, make a wise decision and execute the hell out of it.

Which is your way?

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Friday, March 15, 2024

Are you listening to them?


Don’t listen to the haters. Don’t listen to the nay-sayers. Don’t listen to the critics. I read this over and over when the noise of the negative gets too loud.

“It is not the critic who counts; not the man who points out how the strong man stumbles, or where the doer of deeds could have done them better. The credit belongs to the man who is actually in the arena, whose face is marred by dust and sweat and blood; who strives valiantly; who errs, who comes short again and again, because there is no effort without error and shortcoming; but who does actually strive to do the deeds; who knows great enthusiasms, the great devotions; who spends himself in a worthy cause; who at the best knows in the end the triumph of high achievement, and who at the worst, if he fails, at least fails while daring greatly, so that his place shall never be with those cold and timid souls who neither know victory nor defeat.” – Theodore Roosevelt.

Walk your path, do your thing. Your way. Stay focused.

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Thursday, March 14, 2024

Who’s gonna make it easy for you?


Of course, business is tough. It’s heart wrenching work even after success is attained.

Every accomplishment attained without difficulty has no sense of achievement and satisfaction. Every defeat suffered with valor and tenacity is shielded with a sense of pride only hard work can provide.

In life, in sports, in education, in business, the principle remains the same.

Do you want it easy?

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Wednesday, March 13, 2024

Do you like it?


If you follow enough thought leaders on LinkedIn and the likes, take note of their likes and engagement. You will discover one thing.

Some posts that really appeal to you may have a lot less likes than you would have thought. Some posts that went viral are hardly posts that appeal to you.

You may not be the ideal customer profile of this thought leader. You THINK you are so you make some assumptions.

There is something to learn here as a marketer.

Is it relevant to the market? What is the consumer/audience looking for?

Always be market oriented.

Is it relevant to them?

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Tuesday, March 12, 2024

What do you want to do?


People say do what you love. Others advocate for love what you do. The truth is, people change. What you love now may not be what you love later. You also need to understand that when you do what you love and rely on it to put bread on the table, you may soon begin to resent it. It is also the truth that no matter how you try sometimes you will never love what you do.

What’s the truth? The truth is that it is all a messy process. You go through cycles. Discovering what you love and how long you can do it all depends on stages in your life and how much financial dependence you rely on it. The sweet spot is all about discovery. So perhaps, learn to love self-discovery.

What will you love in the future?

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Monday, March 11, 2024

Whose credibility can you loan?


I like to tell some of my B2B clients to buy ads in the leading business weekly and leading business radio station. Most of these clients that I recommend to do this tend to be small. Well, small-ish. It’s what they need. But majority of them reject the idea. One, because it’s a lot of money. Two, they don’t understand that you need to appear strong and credible. And one of the best ways to do it is to borrow the credibility of the media.

"Appear weak when you are strong, and strong when you are weak" - Sun Tzu

Will you pay the price to be big? 

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Friday, March 8, 2024

Do you know what you are good at?


If you don’t know what you're good at? If you're trying to carve out a niche for yourself that can make you standout? Try combining two to three skills, strengths or experiences that you have. That is your secret sauce.

Scott Adams, the creator of Dilbert, has mentioned that he combines two main skills to excel in what he does: art and business. He often discusses the concept of skill stacks, where he believes that being very good (but not necessarily the best) at a combination of skills can be more valuable than being the best at just one. In his case, his ability to draw coupled with his understanding of the business and corporate environment—gained from his own experiences working in various roles—created a unique niche for his comic strip. Dilbert resonates with readers because of Adams' insightful satire of office culture, which is a direct result of this combination of skills.

What’s your combo?

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Thursday, March 7, 2024

Did the tree fall?


It's not true that if you do not hear any feedback that means you have not made an impact. The vanity scores on your social media means nothing. The likes and the engagement rate doesn’t mean a thing. On this blog, we have recruited staff that likes what we wrote and joined us. We found out after they joined and they told us they rarely liked the post. They read it often, yes but click on the like button? Rarely. Why? They didn’t feel the need to. On this blog, we have had people tell us they copy and pasted it into word documents so they can print out and read. Again, these people do not click the like button.

Sometimes we do things and wonder if we didn’t make an impact. But truth is likely that we did, we just do not know.

The tree fell in the forest even if no one heard or saw it fall. It has made it’s impact in the ecology and will continue to after it fell.

Who did you impact today?

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Wednesday, March 6, 2024

Do you want more sales?


If you want more sales, don’t give answers. Ask questions. Listen more, talk less. Show your prospect that you are more interested in them than you are in getting them interested in you.

Why would they want to buy from you?

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Tuesday, March 5, 2024

How much did you execute?


If you want results, spend two years executing a plan you did in two months rather than two months executing a plan you took two years to develop. I am exaggerating, but you know you need to give yourself time to make sure the plan works. If you keep executing, you will find that you are actually refining the plan as you go. It will reveal loopholes and strengths. Executing makes you polish your plans and making them shine. Something you will only discover if you do.

How long did you take to plan?

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Monday, March 4, 2024

Will you eventually make it?


If you pretend what you are not, you will never be able to deliver no matter what. You won’t be able to make it and you will deliver bad quality, delayed projects or worse – incomplete ones.

We took over a project from a client who assigned it to a celebrity speaker. Let’s just say the speaker is a famous one that talks often about start-ups and entrepreneurship. But this speaker has never done marketing before. Based on what the client told us about the whole process, it seems like this celebrity speaker was trying to fake it till he makes it. Turned out the project got delayed way past the client’s patience and over budget.

It's better to tell the truth and pass the opportunity to someone else if you can’t do it. It’s better to leave some money on the table and still have a good client relationship than take every cent and lose the client’s trust.

Did you fake it?

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Friday, March 1, 2024

Are you learning?


You can learn everything through books and of course now – online. But learning is just one facet of it. You can learn to swim online but unless you practice it, you won’t know how to swim well. Learning is just one facet of doing something well. The other is practicing.

Did you practice what you learn?

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Thursday, February 29, 2024

Is it the truth?


Most people argue that because they have experienced a certain way or seen certain aspects of things, it makes it the truth. But that’s just their truth. It is not the universal truth. Just think of the blind men and the elephant story. Each experiences the elephant differently and describes it their way. It’s their truth but that does not make it the universal truth.

Open up your mind even though your experience may not tell you so.

What is the universal truth?

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Wednesday, February 28, 2024

You wanna know how ads work?


It works by making your brand easy to remember and having less barriers to buying because it creates positive feelings and associations with your brand. This increases the chance of people choosing your brand. Here Les Binet, the guru of advertising effectiveness, explains it: How advertising REALLY works

Here’s a screen shot of how advertising really works.








Are your ads working?

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Tuesday, February 27, 2024

What is growth?


As an entrepreneur, you need to define what is growth to you early. If you believe in the traditional definition of growth, you will have to scale like most traditional businesses. Growth can be more than just increasing number of employees, increase revenue, increasing profit and increasing everything else. You don’t want to end up chasing things you start to question later. Define what is growth to you early. That’s your personal vision that will keep you centered.

How will you grow?

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Monday, February 26, 2024

Who did you meet today?


Spending time with your own thoughts is one of those things that you should do. The frequency of it, I'll leave it totally to you. But perhaps once a year is the minimum and once a month is probably too much in my opinion. So somewhere between once a month and a year.

It’s one of the scariest things to do because you will have to confront the clutter that you have gathered from since forever. You will have to come head on with your lies. You will have to get into collision with your doubts. And even face the brutal truth that you aren’t chasing the right things or even haven’t done things right.

Scary as it maybe, it’s the one uncomfortable appointment you should set for yourself.

Did you have a deep discussion?

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Friday, February 23, 2024

How do you keep sane?


One of the significant challenges entrepreneurs face is the paralysis brought on by uncertainty and the weight of their decisions. When you lose your confidence, you lose precious time that could be spent thinking and executing.

Maintaining a sense of optimism and guarding your confidence is a crucial overarching strategy. One way is to write down every challenge, big and small, that you have overcome. Like keeping a journal. When your confidence starts to waver, read all the challenges you have overcome. Or like me, watch Dicky Fox on YouTube. Obviously, it shouldn't be the sole strategy in your arsenal, but it’s important to have a system you can rely on.

When you're engulfed in feelings of defeat or self-pity, operating at your peak is impossible. I've experienced this firsthand. Ensuring that your spirits remain uplifted and your mindset is constructive goes beyond mere positivity—it has a tangible, positive effect on your venture.

How do you guard your confidence?

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Thursday, February 22, 2024

How many fans do you have?


If you are a nano brand or a micro brand - personal or managing one. Here is something to think about. I have always been a fan of Kevin Kelly’s https://kk.org/thetechnium/1000-true-fans/ but recently heard about 100 True Fans from my friend Ling Yah (follow her podcast here: So This Is My Why).

Essentially, "100 True Fans," an influential essay by Li Jin, co-founder of Variant Fund, builds upon Kevin Kelly's seminal "1,000 True Fans" theory, adapting it for the digital creator economy. Kelly's original concept posited that artists could sustain themselves with 1,000 fans willing to spend a significant amount each year. Jin's iteration posits that, in today's digital landscape, creators can achieve sustainability with even fewer—just 100 highly dedicated fans—thanks to platforms that facilitate deeper, direct relationships and various monetization strategies.

Jin emphasizes the power of the internet in lowering the barriers for content creation, distribution, and monetization, allowing creators to offer more personalized, exclusive experiences or products. This model not only reduces the need for a large audience but also enhances the quality of creator-fan interactions, making it feasible for creators to earn a living with a smaller base of committed supporters. By leveraging tools like subscription services, personalized merchandise, and one-on-one engagements, creators can cultivate a more intimate community, where fans are willing to pay more for exclusive access or content.

"100 True Fans" suggests a shift towards niche markets and personalized content, highlighting a sustainable path for independent creators in the digital age by focusing on depth rather than breadth in their audience relationships. This can work for your brand.

How true are they?

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Wednesday, February 21, 2024

Which do you let die?


The concept of triage, deriving from the French word "trier" meaning to sort, was developed in the early 19th century by Dominique Jean Larrey, a surgeon in Napoleon's army. Initially conceived to manage battlefield casualties during the Napoleonic Wars, triage was a revolutionary method designed to prioritize wounded soldiers for treatment based on the severity of their injuries rather than their rank or nationality. This approach aimed to maximize survival rates by efficiently allocating medical resources and personnel to those in urgent need, those who could wait, and those beyond help.

Over the years, the principles of triage have been adapted for civilian use, extending into emergency services, hospitals, disaster response, and public health crises. It has become a crucial practice in emergency and disaster medicine, focusing on the optimal use of limited resources to save as many lives as possible.

Triage systems and models vary across different settings, but the core objective remains the same: prioritizing care to address the most critical needs first, ensuring that treatment is given to those who benefit most in situations where the demand for medical care exceeds the available resources.

Your total to-do list in your personal and professional life needs to be triage.

Which do you save?

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Tuesday, February 20, 2024

What are your KPIs?


In the world of business strategy and performance management, KPIs (Key Performance Indicators) and OKRs (Objectives and Key Results) are two pivotal tools that help organizations measure success. Though often mentioned in the same breath, they serve distinct purposes and offer unique insights into organizational performance and progress.

KPIs: Key Performance Indicators are quantifiable measures used to evaluate the success of an organization, employee, or specific process in meeting objectives for performance. Essentially, KPIs are metrics that tell you how well you are doing against your operational goals. They are ongoing, with a focus on critical success factors for the business. For example, a company might track KPIs like monthly sales growth, customer retention rates, or production costs.

OKRs: Objectives and Key Results, on the other hand, are a goal-setting framework that helps companies define goals (objectives) and then track the outcome (key results). OKRs are typically set at the company, team, and individual levels and are used to measure progress towards ambitious goals. They encourage setting challenging, ambitious goals with measurable results, fostering engagement and alignment across the organization. An example of an OKR might be to "Increase brand awareness by 25% (Objective) through social media engagement and advertising campaigns (Key Results)."

While KPIs are more about measuring performance against ongoing operations, OKRs are about setting and achieving specific goals. Both are crucial for strategic planning and operational efficiency but are utilized differently within the organization to drive performance and achieve success.

There is no which is better. They are different. Each with a function of its own. KPIs are more suited for measuring and managing performance. OKRs are more suited for measuring and managing progress.

What are your OKRs?

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