PART I
THE ICEBERG
CHAPTER 1
PURPOSE
Why are we here, and what are we trying to achieve?
Some years ago, I delivered Consulting skills courses for junior consultants. It helped to prepare them for their client delivery projects. They learned how to:
Part of the course was a case study where four trainers role-played different clients with different personalities, roles, and responsibilities. The case study company was losing money, and the junior consultants needed to identify the cause of the losses and recommend solutions. To start, the consultants interviewed each client to gather information on what might be happening. They then ran a workshop with the clients to clarify the problem further.
The interview purpose was usually explained to the clients clearly. However, when it came to the workshop, agreeing on the purpose ahead of the exercise tended to cause problems for everyone. Most of the time, the students were eager to find a solution and used the workshop to explore solutions with their clients rather than focus on understanding the problem further.
Not having received any briefing from their consultants, the clients had no clue what to expect in the workshop. They were surprised when the consultants revealed that the purpose of the workshop was to discuss solutions to stem their losses. Two clients usually reacted to this surprise with objections.
âHow can we possibly consider solutions when we donât fully understand where the losses are coming from?â
âHow do we know the solutions will fix the problem?â
The other two clients reacted passively to see how the consultants would handle their muted reaction. They would disengage from the workshop, saying very little, showing subtle signs of frustration and disappointment.
The students had a choiceâeither listen to the clients and change the workshopâs purpose to focus on the clientâs need or carry on as planned?
For those teams who adapted the purpose to meet the clientâs needs, the rest of the workshop went very smoothly. They made progress in understanding the root cause of the problem. For the teams who stuck to the plan and focused on solutions, the remainder of the workshop went less well. The session felt like a presentation of solutions rather than an interactive workshop. With no clear understanding of the root cause of the losses, the clients struggled to see which solution would be useful.
The learning de-brief of the workshop centered around the purpose and how it differed between what the clients and the consultants were expecting. The students realized that the expectations of the workshop werenât tested with their clients beforehand. The workshop failed largely due to the mismanagement of expectations and the inability of the students to adapt to the needs of their clients. The students learned that having a clear purpose isnât enough; it must also align with the attendeesâ expectations. Ultimately, they discovered the value of getting the purpose right for an event and how challenging it can be when itâs wrong.
This chapter will look at the value of getting the purpose right. Challenging situations will occur if it isnât right, and your group will struggle to see the value of the event and them being there.
Three questions to determine the purpose of an event
During my twenty years of designing and running events, I have learned that defining the purpose is critical. It should be priority number one. Determining what the session is trying to achieve will take time and effort, and it will feel counter-intuitive because of the pressure to plan the event. However, it will be time well spent because knowing the purpose will shape the rest of the planning process. If itâs your event, the onus is on you to figure out the âwhy.â If youâre running a session for someone else, work with them to define the purpose. The new, junior consultants didnât invest time in shaping their workshop purpose with their clients and experienced resistance because of it. There are three crucial questions to ask yourself or your sponsor to plan an event.
Is an event necessary?
Is everyone aligned on the purpose and outcome?
Whom do you need to achieve the outcome?
1. Is an event necessary?
In todayâs business world, peopleâs schedules are full of meetings; there are even meetings to plan other meetings. Before adding one more appointment into their diaries, consider if the purpose warrants an event. There may be another way of achieving the outcome. For instance, if thereâs a need to gather opinions on a topic, that could be more efficiently obtained through a survey or questionnaire.
If the purpose is to share information, there are many software-collaboration tools available, e.g., Slack, Trello, Mural. Team members can contribute to one shared forum and allow everyone to see all submitted entries. They can also comment and post questions against contributions. Such functionality is particularly valuable if the team is virtual, dispersed, or operating in different time zones. You will prevent your group from feeling aggrieved by having to attend a meeting late at night or very early in the morning.
If the purpose is to make a simple decision, one alternative would be to run a poll where respondents could vote for the best option.
TOP TIP
Do not assume you need to run an event. Let the purpose guide you to the best way of achieving the desired outcome.
2. Is everyone aligned on the purpose and outcome?
People typically come together to achieve what individuals cannot do alone. For example, to hold discussions, solve problems, resolve conflict, strengthen relationships, or achieve buy-in when making decisions. The aim of the facilitator is to harness the collective strengths of the participants to achieve the desired outcome required. Whatever the reason for holding an event, ensure you have clarity on purpose and outcome. Weâll use Problem Solving as a worked example. Solving problems can be broken down into three key stages:
Defining the problem
Identifying possible solutions
Determining an action plan to implement the agreed solution
There can be a different purpose for each stage. As the facilitator, the critical question is, âHow will you (and your group) know when youâve achieved the purpose, and the event has been a success?â
Regardless of which stage youâre starting at, ensure the outcome aligns with the purpose by including two key ingredients:
a) Desired outcomeâWhatâs your measurable output?
b) AgreementâWhat agreement is needed to confirm your outcome?
Example: Defining the source of the problem.
Purpose: To identify why the Company is losing money.
Desired outcome: The cause of the loss is understood, and
Agreement: Everyone agrees with the conclusions made and what next steps to take.
There would be similar statements defining the solutions and action planning stages of problem-solving. The three steps could all be done in one event, depending on the size of the problem. For example:
Purpose: To identify why the Company is losing money, identify options to prevent further losses, and agree on a way forward.
Desired outcome: The root cause of the problem is understood, appropriate solutions found, and
Agreement: Everyone agrees with the actions to implement the solutions.
Being able to combine all three stages may depend on the availability of the people and time needed. If the problem is complex and more time is required to get to the desired outcome, consider breaking each stage down into three separate events.
It will be helpful for everyone to have clarity on why the event is necessary (purpose), what everyone is working towards (desired outcome), and what is required to reach the desired outcome (agreement).
TOP TIP
Ensure the agreed purpose and desired outcome are visible throughout the event using a flip chart or handout as a reference point. It will help prevent folks from drifting away from the agreed purpose and outcome. If possible, get agreement from the stakeholders beforehand to avoid wasting time clarifying and adjusting them at the event. Managing expectations is key to preventing resistance during the event.
3. Whom do you need to achieve the outcome?
If an event is necessary and the purpose and outcome are defined, the next question is, whom do you need to achieve the outcome? It will help to think about:
Everyone
The more people you have at an event, the more diverse views there will be. While this is a good thing, it will take more time to cover a topic.
If it requires all the team to attend to ensure that everyoneâs had an input to the problem or decision, then include them. Keep in mind that the people in the room should be adding value to the event. If not, they should not be there. Be clear about what you expect. If the numbers become too big to include every...