Outcomes Management

Every now and then – actually quite often if I’m honest – I suddenly realise that I have fallen into the trap of forgetting about what we at Distil call "outcomes management" (also known as "outcomes thinking").

I’ll be working on a project or initiative and suddenly think “Holy molly, I've done it again. I've forgotten to clarify the outcomes that I seek.”

This is so important. Unless you know where you're heading, how can you hope to get there?

Here are some tips on outcomes management or thinking:

1. We often apply “outcomes management or thinking” automatically without realising it. For example, if you are hungry, you automatically focus on action which will achieve the outcome of reducing your hunger.
2. However, in our work environment, we often forget to do this – or at least are not as specific as to the outcomes as we could be.
3. Outcomes management or thinking helps at every level of the organisation. We need to ask ourselves What outcomes do we want to achieve for the overall organisation? In each of the areas of marketing, financial and operational? In respect of individual projects within each of those areas?
4. Outcomes should be clear and measurable. Even if you are dealing with something that is, by its nature, not given to measurement, one simple measurement it to score it out of 10 (with input from others) and then at the end of the period, score it again. Examples of this include culture and morale.
5. In respect of significant areas and work projects, make sure you record your outcomes. (There may be one off actions where you don’t need to do this but for most things you do, it helps to clarify your desired outcomes).
6. Don’t be fooled into the idea that complex outcomes are better. In developing your outcomes, keep in mind the KISS principle.
7. If the terms ‘goals’ or ‘objectives’ work better for you than “outcomes”, then use those terms instead. (It doesn’t matter much what you call it, just whether you do it.)

There isn’t much more of an important tip than we could provide than this one. If your organisation and individuals within it are not consistently applying outcomes management and thinking, then doing so is likely to make a significant difference.

Joe Bowers