Objectives and Key Results are the basis of setting goals in a company and should be used as a way to measure performance. Objectives are what you want to achieve, while Key Results are the measurable steps you need to take in order to reach your objectives. The objective is the end goal, while key results are the steps that need to be taken in order for an objective to be achieved. This is done so that there is a clear understanding of what needs to be done and when it needs to be done by.