Aligning Business Goals with OKRs & Experimentation Strategies with Bjarn Brunenberg

No Hacks

In this episode of the No Hacks Podcast, I had the pleasure of sitting down with Bjarn Brunenberg, Experimentation Lead at TomTom. Bjarn has a passion for turning big ideas into actionable steps, and in this conversation, we get into the nuts and bolts of OKRs (Objectives and Key Results), how they differ from KPIs, and why they’re a game-changer for teams and businesses alike.

Bjarn shares some incredible stories from his time at TomTom, where he’s been helping the company shift from their famous hardware devices to innovative software solutions. We also talk about how OKRs can help bridge the gap between ambitious company goals and the day-to-day work that teams do.

Here’s a glimpse of what we covered:

• The difference between OKRs and KPIs (and why getting this right matters).
• How to avoid common OKR mistakes, like setting vague objectives or misaligning teams.
• Practical tools like the KPI Tree and Opportunity Solution Tree that make complex goals feel achievable.
• Lessons from experimentation failures (including a pricing test with unexpected results).
• How Bjarn applies the principles of OKRs to his personal goals, like learning Portuguese and becoming a keynote speaker.

Whether you’re a leader, part of a product team, or just someone looking to bring more structure and focus to your goals, there’s something here for you. This conversation is full of relatable insights, practical advice, and a good dose of humor about the challenges we all face in trying to “get it right.”
Chapters:
00:00 Understanding OKRs and KPIs
01:33 Bjarn's Role at TomTom
03:02 Challenges with OKRs
04:01 Aligning OKRs with Business Goals
06:46 Frameworks for Clarity
10:37 Common Pitfalls in Product Development
12:54 Rapid Fire Questions
13:18 The Humor in Testing Failures
14:13 The Ethics of Pricing Tests
14:56 Lessons from Professional Mistakes
16:44 Favorite Optimization Tools
17:36 Applying OKRs to Personal Life
22:17 Real-World Applications of Product Development Strategies
25:04 Final Thoughts and Season 2 Wrap-Up

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