Aula 6 Definicao de Objetivos

Summary

This video script explores strategic frameworks for setting and achieving business goals, focusing on the use of OKRs (Objectives and Key Results) and the Balanced Scorecard (BSC). The instructor contrasts these models, highlighting OKRs’ agile, ambitious nature suited for startups and tech companies like Google, and BSC’s more traditional, balanced approach used by larger organizations. The discussion also includes Amazon’s long-term vision and strategic goals for 2026, with an emphasis on AI-driven logistics and smarter delivery. The video concludes by stressing the importance of defining both what to do and what not to do in strategic planning.

Takeaways

• 🎯 Setting clear objectives helps define both what you will do and what you won’t do, focusing efforts on priorities.
• 🛒 Granado's short-term goals in the U.S. include expanding product offerings on Amazon, opening flagship stores, and partnering with influencers.
• 📈 OKRs (Objectives and Key Results) are designed to be ambitious, measurable, and time-bound, with 70% achievement considered a success.
• 🤖 Amazon's OKRs show how technology, AI, and logistics can be integrated into ambitious, measurable objectives for growth and customer satisfaction.
• 🚚 Last Mile logistics focuses on delivering products from distribution centers to consumers, aiming for speed, sustainability, and predictability.
• 📊 The Balanced Scorecard (BSC) and OKRs serve different strategic purposes: BSC focuses on long-term alignment, while OKRs emphasize agile execution.
• 🏢 BSC uses four perspectives: financial, customer, internal processes, and organizational capacity, typically over multi-year horizons.
• 💡 OKRs typically include one objective and 2–5 key results, with short-term horizons like quarterly or semiannual periods, commonly used by startups and digital companies.
• 🔄 BSC is incremental and realistic, suitable for corporate and institutional settings, while OKRs are ambitious and suitable for dynamic, fast-moving environments.
• 📌 Defining objectives and goals is crucial to filter choices and allocate time and resources effectively, ensuring strategic focus.
• 📚 Future lessons will cover business models, including the Business Model Canvas, to transform strategic objectives into actionable plans.

Q & A

What is the main difference between the Balanced Scorecard (BSC) and Objectives and Key Results (OKR)?

The main difference is that BSC focuses on long-term strategic alignment with a balanced view across financial, customer, internal processes, and organizational perspectives. In contrast, OKR focuses on agile execution with short-term, ambitious goals and is more suited for startups or digital companies.

What are some examples of companies that use BSC and OKR frameworks?

Companies that use the Balanced Scorecard include IBM, Natura, and BEV, while Google, Nubank, and Netflix are examples of companies that use OKRs.

What is an OKR, and how is it structured?

An OKR (Objectives and Key Results) consists of a clear objective, followed by 2 to 5 key results. The objective is a broad, qualitative goal, and the key results are quantifiable, helping measure progress toward that goal.

How does Amazon set its long-term vision and what are some specific goals for 2026?

Amazon’s long-term vision is to be the most customer-centric company by combining AI, logistics, and continuous innovation. By 2026, it aims to have the world's most intelligent, instant, and integrated shopping experience, with goals like automating 80% of processes in distribution centers and reducing delivery times.

What role does artificial intelligence play in Amazon's goals for 2026?

AI plays a central role in Amazon’s goals by enabling smarter logistics, automating processes, improving demand forecasting accuracy, and transforming Alexa into the primary interface for shopping and digital services.

Why is defining what you won’t do important in strategic management?

Defining what you won’t do helps focus efforts on what truly matters. By narrowing the focus, it frees up time and resources to concentrate on the most critical goals, ensuring strategic alignment and avoiding distractions.

How can businesses use the Balanced Scorecard to align their teams?

Businesses can use the Balanced Scorecard to ensure that their teams are aligned with long-term strategic goals by breaking them into four perspectives: financial, customer, internal processes, and organizational growth. This creates a well-rounded, structured approach to achieving the company’s vision.

What is the typical timeline for achieving OKRs?

OKRs typically operate within a quarterly or semiannual timeframe, allowing teams to set short-term, aggressive goals that drive fast execution and adjustments based on results.

How does Amazon manage its logistics through the Last Mile model?

Amazon’s Last Mile logistics focuses on delivering products directly to customers. Goals for Last Mile include reducing emissions by 50%, achieving 95% predictability, expanding the use of drones and robots, and maintaining high customer satisfaction ratings.

What can companies learn from Amazon's approach to OKRs?

Companies can learn the importance of setting clear, measurable objectives that push teams to achieve ambitious goals. Amazon’s use of AI and data-driven key results highlights the value of automation, fast delivery, and innovation in driving business success.