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BLOGDon’t Focus on Results

by Randall CraigFiled in: Blog, Business Development, Make It Happen Tipsheet, Professional DevelopmentTagged as: , , ,

Did you reach your quota? Have you completed that report? Did you win your case? How many people did you serve today?

While you might be measured on different criteria, there is one common thread: each of these statements focuses on results. And focusing on results… results in, well, results.

But is this really true? To accomplish our objectives, we must engage in process. Assuming that some processes are better than others, should we not also consider how we achieve results?

The answer is resoundingly yes: we implicitly make trade-offs as we decide on how to get things done. Should we do our work faster, but perhaps with lower quality? Or maybe trade corporate goodwill to deliver an excellent product late? Do we use existing boilerplate and templates that include “best practices”, or design something that is customized for each specific client?

When people pitch themselves (for new business, or even for a new job), the focus is on providing evidence that objectives were met and hopefully surpassed. But equally important is answering the question of how the results were achieved. It is by examining process that we identify our experience. And this experience is what prospects (and prospective employers) look for when making their decision.  They will want to make sure that you can deliver — but they will also make sure you did so thoughtfully, and with appropriate judgment when it came to the trade-offs.


What tasks are you measured on? And when was the last time you looked at the processes used to achieve your objectives? This week, choose one process, and find one way to improve it. Then make a note of it in your file. Next time you are doing a pitch (or interview), you can focus not just on the results – but also how you achieved them.

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