From Resistance to Commitment: Scaling OKRs with Change Management

Author Aisha Garba

CEO
Aifa Consulting Limited

Why Do OKRs Fail?

Objectives and Key Results (OKRs) are a powerful tool for aligning strategy with execution, improving focus, and driving performance. However, despite their proven impact, many organisations struggle to implement and scale OKRs effectively. A key reason? Resistance to change.

Without a structured change management approach, employees often perceive OKRs as just another management fad, leading to superficial adoption, disengagement, and, ultimately, failure. For OKRs to become embedded in an organisation’s DNA, leaders must guide teams through the transition from initial resistance to full commitment.

One of the most effective ways to achieve this is by applying Kotter’s 8-Step Change Model, ensuring that OKRs are not just adopted but sustained at all levels of the organisation.

Scaling OKRs with Change Management using Kotter’s 8-Step Model

1. Establish Urgency and Leadership Commitment

Clarify the Business Case

Ensure executive buy-in and set the expectation that leaders will drive OKR adoption. Tie OKRs directly to critical business challenges and growth objective whether it's to stay competitive, improve agility, or enhance strategic alignment. E.g. A retail company experiencing declining customer retention sets an OKR: "Improve customer retention rate from 60% to 75% by Q4 through loyalty program enhancements."

Actionable Step → Create a clear, concise OKR strategy document that highlights urgency and alignment with organisational priorities.

2. Build a Coalition for Change

Identify Key Stakeholders

Appoint OKR Buddies within teams who will advocate for OKRs. Equip them with the skills to implement and track OKRs effectively. E.g. A bank appoints department heads as OKR buddies to ensure seamless alignment across product, sales, and customer support teams.

Actionable Step → Host interactive workshops where teams draft their first set of OKRs with leadership feedback.

3. Develop a Strategic Vision

Define the OKR Roadmap

Align the OKRs with long-term strategic objectives. Communicate how OKRs will drive future success and provide clarity on unexpected outcomes E.g. A fintech startup introduces OKRs to improve customer acquisition, with a clear roadmap for marketing, sales, and customer support.

Actionable Step → Organise quarterly vision workshops to keep teams aligned.

4. Enlist Volunteers and Empower Teams

Encourage team buy-in

Build a network of OKR ambassadors. E.g. A healthcare company engages middle managers to drive OKR adoption within their departments.

Actionable Step → Introduce peer-led OKR mentoring programs.

5. Remove Barriers and Enable Adoption

Identify Roadblocks

Assess cultural and operational barriers to OKR adoption. Provide hands-on training on setting, crafting and tracking OKRs. E.g. A manufacturing company identifies that frontline workers struggle with OKRs due to lack of digital literacy, so they introduce mobile-friendly tracking tools.

Actionable Step → Establish a feedback loop where teams regularly report struggles and successes.

6. Generate Quick Wins

Showcase Early Success Stories

Reinforce the benefits of OKRs with small wins. E.g. An HR team successfully launches a new employee engagement initiative, achieving 85% participation, and shares the success story company-wide.

Actionable Step → Highlight a "Win of the Month" related to OKRs in company-wide meetings.

7. Sustain Acceleration and Scale the Impact

Refine OKRs Based on Data

Adjust key results based on performance and insights. E.g. A logistics company revises OKRs quarterly to reflect changing market dynamics.

Actionable Step → Hold quarterly OKR retrospectives to refine strategies and eliminate ineffective objectives.

8. Embed OKRs into Organisational Culture

Integrate OKRs into Daily Operations

Ensure they become a standard practice rather than a temporary initiative. E.g. An insurance firm ties OKRs to annual performance reviews and recognition criteria.

Actionable Step → Develop OKR governance frameworks to sustain adoption.

The Role of OKR Buddies in Driving Change

A well-executed OKR system requires ongoing support. OKR Buddies serve as peer mentors and change agents, ensuring that teams stay aligned and engaged.

How OKR Buddies Improve OKR Success

Clarify expectations by helping teams set measurable and realistic OKRs. E.g. A sales OKR Buddy ensures each rep’s targets are specific and attainable, e.g., "Increase monthly outbound calls from 100 to 150."
Provide real-time feedback by addressing roadblocks and guide teams through iterations.
Ensure consistency by reinforcing OKR best practices across departments.
Drive accountability by keeping teams focused on execution and progress tracking.

Best Practices for OKR Buddies

Schedule bi-weekly check-ins to track OKR progress and resolve challenges.
Build a shared knowledge base with best practices and success stories.
Reward and recognise OKR Buddies for their contributions.

In Summary

Scaling OKRs goes beyond setting ambitious goals it, reshapes how an organisation thinks, operates, and evolves. Without effective change management, OKR rollouts can become rigid top-down directives that struggle to gain buy-in. Kotter’s change model offers a solid framework for leaders to address both the psychological and operational aspects of OKR adoption, helping teams shift from hesitation to full commitment.

OKRs should not be imposed, they should be embraced.
Change should not be forced, it should be guided.

To transition from superficial compliance to full commitment, leaders must guide teams through change using a proven model. Kotter’s 8-Step Change Model provides a structured approach to scaling OKRs, ensuring alignment, engagement, and long-term sustainability.

You can download the following templates to support your OKR journey:

Change Management Plan
Communication Plan