Intervention design is really just the translation of pressures into something we can actually create; if pressures are the levers, interventions are how we pull them, hopefully in the right order and with the right strength.

when I design the pressures with intent, I can change the likelihood of getting the behavior I want.

“As measured by data” is really just the KR and the rest is just the O, but phrased in such a way as to be observably descriptive of the world you’re trying to create.

Refusing to evolve your behavioral statement means that you can’t go some places and do some things, and at a certain level of growth, that’s not tenable.

Your anchor inevitably affects the interventions you design to reach it.

Uber didn’t base its product on gaining a beachhead in car service; it aimed for and achieved an entirely different mode of behavior. So when writing your behavioral statement, don’t equivocate.

So why describe the absolute? Because it increases the likelihood you’ll get there.

Uber’s behavioral statement described a world in which people would always use Uber when they needed to go from Point A to Point B, not sometimes but always.

Love isn’t a behavior. You can’t physically observe it and thus you can’t measure it, so if you try to design for it, you will inevitably end up in the same boat as 2000s-era Microsoft.