Zokri, the B2B software company, found themselves managing huge resistance in implementing organisational change, despite business leaders commissioning their strategic support. Zokri wanted to understand how to evolve their offering to better serve workforces engaging in strategic change programmes. They commissioned Big Wednesday to conduct c-suite research to understand the detail behind the pain points of such transformational OKR work.

The Numbers That Matter:

• 83% active OKR engagement (up from 27%) after implementing Zokri neuroscience-informed approach

• 91% of objectives directly linked to strategic priorities following the new methodology

• 42% improvement in cross-functional collaboration through strategic alignment

Our Approach

We partnered with Zokri to help them understand how to transform OKR implementation strategy by conducting multifaceted research with C-suite executives across FTSE 250 companies. We recruited participants across 6 territories, conducted 40 one-on-one interviews, and surveyed 1,200 individuals to gather comprehensive insights.

Our research revealed that traditional OKR implementations were failing because they treated performance management as a technical challenge rather than a human one.

Zokri were able to take these learnings to evolve their approach by applying neuroscience principles to understand how the brain processes organisational change. They developed a comprehensive framework addressing the psychological barriers to effective strategy execution.

Zokri methodology focused on respecting the brain's natural change journey through a six-phase approach: creating awareness, building motivation, ensuring involvement, facilitating learning, supporting implementation, and celebrating results. They designed specific interventions for each phase, addressing pain points, managing energy, navigating emotional peaks and valleys, and recalibrating error detection mechanisms that typically derail change initiatives.

This approach allowed Zokri to move beyond a top-down implementation strategy to deliver transformational performance that aligning with how executives and teams actually process change.

The Results

• 76% of employees reported greater clarity on organizational direction after implementation

• 68% reduction in redundant projects and initiatives through improved strategic focus

• 94% of digital transformation objectives on track within six months (retail client)

• 23% improvement in operational efficiency within 12 months (manufacturing client)

• 127% increase in employee-generated innovation ideas

"The biggest mistake we made was treating OKR implementation as a technical challenge when it's fundamentally a human one. Understanding the neuroscience of change has completely transformed our approach—not just to OKRs but to all our transformation initiatives." —Manufacturing CEO

Through this research approach we supplied evidence which allowed Zokri to invest in a neuroscience-informed approach to strategy execution, enabling Zokri to transform their enterprise offering, driving significant business outcomes for their clients while establishing themselves as pioneers in strategically-led OKR implementation.