Needs Are Not Wants, and Means Are Not Ends

Understand, please, that everything that is called a “need” or a “needs assessment” really might not be real needs nor needs assessments. Following is an exercise that could help you and your partners sort out what are needs and needs assessments.

Foggy World-Wide Industries: A hypothetical case study.⁴ Here is a hypothetical example of the results of a “needs assessment” done by Foggy World-Wide Industries:

Examine each of the above “needs assessment” statements and identify which elements of each are.

•   a need as a gap in results; or

•   a quasi-need: a “need” as a gap in methods or a gap in resources.

And for each need identified, classify it as

•   Mega/outcome related;

•   Macro/output related; or

•   Micro/product related.

Let’s compare answers:

1.   We have to have everyone managing with vision.

The word “managing” is the key here. It is a means (Process). It states nothing about what results and payoffs there will be from “managing with vision” nor does it state what the vision will be.

2.   We “need” to be world class.

This aspiration never defines what “world class” is or how we would measure it. It also does not state what the results and payoffs will be from being “world class.” If we don’t know current results, we cannot determine if there are gaps between that and whatever “world class” means. This does not relate to a need but is an intention, and a blurry one at that.

3.   We have to be competitive.

This aspiration never defines what “competitive” is or how we would measure it. It also does not state what the results and payoffs will be from being “competitive.” This does not relate to a need but is an intention, and—like #2—another hazy one.

4.   We “need” more executive development and training.

This is a means. Your first clue that it is, is the use of “need” as a verb, which makes it a means—executive development and training—without defining the ends to be accomplished. In this case, what gap in results would be closed by “more executive development and training”? What gap in results would this deliver at the Mega, Macro, and Micro levels?

5.   We “need” to cut production cycle time.

This is also a means. Your clue again is the use of “need” as a verb, which makes it a means—reducing production cycle time—without defining the ends to be accomplished. In this case, what gap in results would be closed by “cutting down on production cycle time”? What gap in results would this deliver at the Mega, Macro, and Micro levels?

6.   A “need” exists to make quality our first priority.

Again, this is a means. Your clue is the use of “need” in a verb sense—limiting means without defining the ends to be accomplished. In this case, what gap in results would be closed by “making quality our first priority”? What is “quality” and how do we measure it? What gap in results would this deliver at the Mega, Macro, and Micro levels.

7.   We must all work together as partners.

This is also a means; work together is a process. In this case, what gap in results would be closed by “working together as partners”? What gap in results would “working together” deliver at the Mega, Macro, and Micro levels?

8.   We must increase our production by 18%.

At least, a result…at the Micro level. If it were stated as a “need”—a gap between current results and desired ones—it might be stated: “current production of at least 18%.” It is interesting that this one doesn’t also specify that there will be no increase in rejections; one could increase production by the amount requested while making rejections, and re-works increase by 125%.

9.   There must be no deaths or disabling injuries from what we deliver.

This will deliver results at the Mega level. If stated as a need, it might read “Last year there were three disabling injuries and one death from our Outputs. Next year and following there will be no disabling injuries and no deaths from our Outputs.”

10.   We must make a net-net-net profit each and every year.

This will deliver results at the Mega level…to the extent to which profit is earned without bringing harm to anyone or the environment. Profit over time is an indicator of a Mega-level contribution. If stated as a need, it might read “Last year we had a loss of $2.23 million. Next year—and following—we will increase our profits by at least 5% every year.”

This one is a bit tricky: profit alone would be Macro but since it is continual each and every year, it is an indicator of doing no harm to external clients and society. If harm were done (death, toxic disabling pollution, fraud, etc.), the profits would likely be reduced or even thrown into an operating loss.

11.   We must not bring harm to living things.

This will deliver results at the Mega level to the extent that what our organization does and delivers does not bring harm to the environment and living things. We are “good neighbors.” If stated as a need, it might read, “Last year we had two spills cited by the environmental council for being toxic and destructive; next year and each and every year following we will have no incidents causing toxic damage or other kinds of destruction.”

12.   We “need” to use performance technology.

“Performance technology” is a means, even though it could be a very powerful means if used at the right time with the right people under the correct conditions. Ask, “If we were successful at using performance technology, what would the results of that be?”

Also, notice that none of Foggy World-Wide Industries’ “needs” were stated as gaps in results. This is a common mistake, and one you can avoid. Also, notice how many times “need” was used as a verb (“we ‘need’ to use performance technology”) and thus moving anything the organization uses, does, and delivers toward a focus on solutions rather than results and value added.

So making sure that you use “need” as a noun—as a gap in results—is vital to define where you are headed and justify why you want to get there.