Differentiating between means and ends. Almost all performance improvement experts agree on the importance of writing and using measurable performance objectives. Objectives correctly focus on ends and not methods, means, or resources.3 Ends—”Whats”—sensibly should be identified and defined before we select “How” to get from where we are to our destinations. If we don’t select our solutions, methods, resources, and interventions on the basis of what results we are to achieve, what do we have in mind for their selection?
Figure 5.2. The difference between ends and means.
As Figure 5.2 shows, ends and means are different but related. Means are useless if they don’t deliver worthwhile ends.
Successful planning focuses first on ends, or results, in measurable terms. This is central for setting objectives, measuring progress, and providing continual improvement toward the important results. Measurable results are vital for determining what to keep, what to fix, and what to abandon (see Table 5.2.).
Table 5.2. The Organizational Elements, the results related to each, and their definitions.
Objectives state in Interval or Ratio scale terms where you are headed and how to tell when you have arrived. Every objective should meet the following six points:
1. The objective states only ends and never includes means, methods, activities, or how-to-do-its. Ends are “results, achievements, consequences, payoffs, and/or impacts.”
2. The objective is measurable on an Interval or Ratio scale.
3. The objective includes four components that aid measurement:
a. what result is to be accomplished
b. who or what will demonstrate the accomplished result
c. under what conditions will the result be observed and measured
d. what the measurable result will be, in Interval or Ratio scale terms
4. The objective does not include words ending in “ing.” Words ending in “ing” are usually a means (e.g., “training,” “providing,” “producing”) and thus should not appear in any useful objective.
5. Useful objectives are based on meeting documented needs— gaps between current results and required results. Useful objectives are based on data rather than perceived wants.
6. Each objective is linked to results and consequences for individuals and small groups, objectives for the organization, and objectives for external clients and society.