Alternative Conclusion Mapping

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Question: How do we ensure that the objectives of a project are unambiguous and that the project is delivered successfully against those agreed objectives

Answer: The briefing-proposal cycle is a communications interaction and therefore prone to many misunderstandings based on undeclared assumptions. By mapping out the possible end-points before a project starts, both client and consultancy / agency can be more confident that they are both working to the same agenda

Key points

Before the project starts, we need to make absolutely sure that:

• we are all aiming for the same end-point
• this is end-point is mapped from the very beginning

This natural process of project development can lead to dire consequences:

1. A faction within the client team argues that the project was about something subtly different, and that we misunderstood the brief

2. Members of the client team start to claim that the project is only telling them what they knew already

3. Meeting an additional objective can add significantly to our costs

4. As a variation on point 1., team members complain that the objectives have shifted, so now they are feeling uncomfortable

The clearer the objectives and their implications are laid out at the beginning, the less likely these aberrations are to happen.

What we prefer, therefore, is to set out an exhaustive list of all conclusion options from the start, together with likely recommendations should that conclusion be adopted. The project then becomes a tick-box exercise whereby we all know what the possible conclusions are; it is now a question of marshalling the data and the arguments to decide which ones to pick.

Typically, there will be four or five conclusion categories, containing three or four options each.

So, as an example, if in a specific project we need to conclude whether the potential market is large, medium or small (preferably defined within value ranges), the conclusion category is “Market Potential”, and the conclusion options are:

• Large ($US 100m+)
• Medium ($US 50-99m)
• Small (under $US 50m)

By going through this routine, we will add a lot of value at the front-end of the project, and avoid a lot of carping at the back-end, we will reinforce our preferred status as a safe pair of hands, and we will be much more likely to be invited back for future projects.

This tool can be bought separately here.

It also makes up part of our broader “Outsider Insider Client Intimacy” training e-package which comprises an e-booklet and nine of our new product / service development tools. To find out more, please click here.

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