3 ideas
An Objective states a qualitative, ambitious destination ('what' you want to achieve), while 3-5 Key Results are quantitative milestones that measure progress toward it ('how' you'll get there). The Objective is inspirational and memorable; the Key Results are time-bound, verifiable, and aggressive — if all Key Results are met, the Objective is achieved by definition.
Aspirational goals should be set so that hitting 100% is nearly impossible — a score of 0.7 on a 0-to-1 scale is considered success. Consistently hitting 100% signals goals were set too low, while scoring far below 0.7 signals overreach or misjudgment, so the scoring itself becomes diagnostic feedback rather than a pass/fail verdict.
When goal achievement directly determines bonuses and raises, people sandbag — setting easy targets they know they can hit to protect their pay. Separating ambitious goals from the compensation formula frees people to commit to risky, stretching objectives without fearing financial punishment for missing them.