Because It Matters: Avoiding the Not-So-Fab Four

This focus on end results is so important that you should try this little exercise. Grab a highlighter and your most recent annual report or newsletter. Highlight every reference to your organization’s accomplishments or end results. Surprised? Is your organization talking more about the methodology of your work than about what it’s accomplishing? Are you talking more about your staff, your organization and your processes — or about your end results?