Process is always important. Among businesses and organizations everywhere, ‘process’ provides structure and organization to the tasks at hand.
Companies need to be attached to ‘process’ to a great extent. When it comes to tasks within an organization such as budgeting or event planning; or, certainly when it comes to productive workflow between and among departments, from HR to marketing, processes are vital to bringing to life the ideas and energy to help a company not only succeed, but excel.
Processes help move a company from ‘goal’ to ‘success’ from fantasy to reality.
Yes. Being attached to process is important, if not vital.
Keep in mind, I’m not referring specifically to ‘process goals’ versus ‘outcome goals’. An outcome goal quite frankly can’t exist without a process goal as you will have no way of reaching it without taking those smaller steps. Rather, I’m referring to being attached to process versus being attached to outcome.
Too often, however, organizations become attached to process and often forget about outcome.
Arguably, outcome is far more important and certainly as important.
Outcome equals the bottom line.
Outcome connects success to excellence.
Outcome moves the needle.
Yet, the attachment persists to process.
It’s easier. Focusing on process lends easily to the mindset of, “we’ve always done it this way”, which is a staple response. This is certainly true in large organizations where process feeds off of simplicity for ‘getting things done’. However, it is true in any human organization because humans feel comfortable with what they know.
Being attached to outcome is far more challenging. Where do you want to be? What will it take to get there? Those are often tougher questions to answer than the ole ‘what did we do last year?’
Attachment to outcome also requires accountability. Often it means making choices that put the decision-makers in the cross hairs. Making the logical choice isn’t always the path to success, but it is safe. Making the daring choice can make last year’s genius into this year’s idiot.
The bottom line typically involves a mixture of the process and the outcome. Marketing’s focus should create attachment to the latter. Branding is about building lasting relationships with consumers. It’s focus on bottom line outcomes such as sales, leads, product awareness, brand identity and more.
When planning your marketing efforts for 2022 and beyond, keep outcome top-of-mind. If we can help, email BrandVision Marketing at firstname.lastname@example.org or call us at 865.531.5874 . You can also schedule a meeting directly by clicking here.
By Scott Trueblood, of BrandVision Marketing. BrandVision Marketing is a full-service marketing agency based in Knoxville, TN.