Articles on Success, Significance and the Evolving Role of Work

Outputs or Outcomes: Which Are You Measuring?

Outputs are the things you do — it’s your actions.

Outcomes are the things that happen because of the things you do — it’s your achievements.

Your outputs should impact your outcomes, right?

But that’s not always the case.

How Would You Measure a Hospital’s Impact?

My organization sponsors a national awards program that recognizes hospitals that serve the underserved in impactful ways.

I love hearing the stories of the more than one hundred hospitals that participate in our program each year. Each is so proud of the work they’re doing — unsung work, in far too many cases.

A key criteria for becoming an award-winning program is demonstrating measurable impact. In other words, the hospital program must clearly define the outcome(s) they seek to achieve. For example, one program works to prevent the transmission of HIV from infected mothers to their children during birth. Another works to detect signs of abuse during ER visits and move patients to safety.

When asked to report what their program has achieved, many hospital representatives list all the work that’s been done — their program’s outputs.

But a few — the award-winners — report the outcomes they’ve achieved through their work. Reducing the obesity rate in their tri-state region, in one case. Getting life-extending medical care to people without access to physicians, in other cases.

Outputs or Outcomes: Which Are You Measuring?

Storytelling is an output. It’s a thing you do. And it’s very important to you and your business.

But it’s not an outcome.

What are you trying to achieve?

Is there a promised land out there to which you’re trying to lead us?

How does the story you’re telling today lead me to a worthwhile tomorrow?

Avoid This Common Mistake With Testimonials

Customer testimonials, at least the vast majority of the ones I’ve seen, are clients talking about how great a company’s product or service is.

Where’s the story in that?

Where’s the conflict?

Where’s the value and meaning?

You have a choice, when it comes to testimonials.

You can have your clients talk about how great your company’s product or service is. Or you can tell stories about how your clients have overcome great obstacles to emerge successful. (Hopefully, your company played a big role in that.)

The former will give your prospects a predictably uninspiring testimonial. The latter will give them a surprising customer story. One they can believe.

Your organization’s story is only as good as its customers’ stories.

Avoid the traditional approach to testimonials like the plague. (But, by all means, encourage your competitors to use it. In fact, email them about how great their lifeless testimonials are.)

You can have clients tell your story. Or you can tell your clients’ stories.

Which one do you believe your clients are most likely to spread?

Right message. Right person. Right time. Why one of these is wrong.

The key to effective business communications is delivering the right message to the right person at the time.

You could argue the “right place” matters too.

But I’m convinced one of these — message, person, time — is wrong.

Can you guess which one? (Hint: I mentioned it here.)

Imagine that I am a target customer for you. And you’re goal is to figure out a way to connect me with your message.

So you’ve identified me (the person). You already know what you want me to hear (the message). And, now, you’ve got to figure out the optimum day (and time) to attempt the connection.

However, the likelihood that I’ll pay attention — and care — is pretty low.

Why? Because I’m already telling myself stories about who I am and what I want.

Were you to tell me a story that either supports or threatens one of my stories, there is a much greater likelihood I would pay attention.

I started this post with the “right person, right message, right time” narrative you likely believe and practice. Then, I questioned it.

The key takeaway is this: Don’t start with the right message. Start with the right narrative — the one your target customers tell themselves.

So the new formula looks like this: “Right narrative. Right person. Right time.”

2 Ways to Use Video

There is a difference between narratives and stories.

Narratives are an open-ended sequence of events. Stories are narratives with a beginning, middle and end in which a character is changed in some way through conflict.

Video lends itself well to both stories and narratives.

Your video itself can be a story. Bell’s Whiskey ad, The Reader is a good example of this:

Or your video can be a narrative. John Koenig’s Vemödalen is a terrific example of this:

Next time you use video, be clear about whether you are designing a story or a narrative.

THREE READS | November 21, 2014

So you want to tell better stories to inspire and influence others?

Here are three stories to feed your mind. Stories you can re-tell.

How to Tell Your Company’s Story | Inc. Magazine

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Love People, Not Pleasure | New York Times

We seem wired to seek fame, wealth and sex. But those aren’t the source of happiness. Read on…

The Boy with the Lego Hand | The Atlantic

This is the story of a nine-year-old boy with a prosthetic arm he designed. It’s a story of innovation. Read this one to your kids. Read on…