StrategyFramework I Use & Teach

NCTs

Narratives, Commitments, Tasks - the goal-setting framework that replaced OKRs for me.

What it is

NCTs stand for Narratives, Commitments, Tasks. It’s a goal-setting framework that I believe is significantly better than OKRs for most startups. The structure is simple: Narratives provide the context and “why,” Commitments are the outcomes you’re promising, and Tasks are the specific actions you’ll take to get there.

💡Why it matters

OKRs fail in startups because they’re designed for large organisations with stable environments. Startups need something that captures the story behind the goal, not just the metric. A narrative like “We’re in a land grab and need to move faster than anyone else” changes how you prioritise completely. OKRs strip out that context. NCTs keep it front and centre.

🛠️How to use it

Start with Narratives: write two to three sentences describing the strategic context for your team or company right now. What’s happening in the market? What phase are you in? What’s most important? Then set Commitments: measurable outcomes you’re promising to deliver. Not aspirational - promised. Finally, list Tasks: the specific actions each person or team will take. Review weekly, update monthly. The narrative should evolve as your context changes.

💬My experience with it

I introduced NCTs at Startmate and saw them adopted by dozens of portfolio companies. The founders who used them well consistently outperformed those using traditional OKRs. The Narrative was the breakthrough - it forced founders to articulate their strategy in plain English before jumping to metrics. That single act of writing “why this matters right now” improved decision-making across the board.

🚀Try this today

Write a Narrative for your current quarter in three sentences. Describe where you are, what’s happening around you, and what matters most right now. Then list three Commitments - outcomes you’re promising to deliver by the end of the quarter. Keep it on one page. Share it with your team. You’ve just set better goals than 90% of startups.

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