WHY you should set strategic business objectives

I love the idea of setting those like as three to five bullet points going into the year as your strategic objectives and the metrics follow right?

That's exactly right. Yes growth are the easiest to set metrics but on the brand side we can set things like product adoption of our new products that are related to the category you want to become or branded search conversions growth at a certain scale you start doing the surveys right the awareness and surveys and sentiment surveys we're not quite there yet. I think you need to at a certain scale to have the data come back to be meaningful and so you can set goals across all of those and those are the metrics and now we've got our north stars for the year. We then coming into the year break those down into well what's the work that we need to do to hit those. Those are what we call our initiatives. So each of those okrs has a set of initiatives.