I’ve written about this before, so will only touch on it again briefly.
There are two modes of thought when doing something:
- Process oriented
- Objective oriented
The first asks ‘What must I do?’ then tries to do it. The second asks ‘What must I achieve?’ and then tries to figure out how best to achieve it.
Most people are naturally process oriented, all the time, and it has two dangers. The first is that it can make us feel we have ‘achieved’ simply be executing the process, whether results were realised or not.
In government, for example, having ‘distributed leaflets’ or ‘run x number of local information sessions’ might be given as measures of success to justify a programme’s spending, yet, the results (sometimes called outcomes) of those activities is never actually mentioned. Did they change people’s behaviour in the way you hoped?
The second is that it…
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