Keeping Projects on the Rails

This data was originally featured in the June 19th, 2024 newsletter found here: INBOX INSIGHTS, JUNE 19, 2024: KEEPING PROJECTS ON THE RAILS, OVERCOMING ANALYSIS PARALYSIS WITH AI

I’m in the middle of a kitchen renovation. If you’ve ever been through one, you know the experience can be stressful. Your level of involvement is likely tied to just how stressful it gets. I’ll be honest, I’m not handy. I’m a menace with sharp objects, or even blunt ones. But those who know me know that I am excellent at bossing people around, getting answers, and making sure things get done.

So here I am, knee-deep in construction, shocked to find out that not once, but twice, I’m the bottleneck in the process. The first time was when I was told the project could not move forward until I physically showed up somewhere to approve materials. The second time was when I hadn’t paid the outstanding balance.

Both of these things seem like easy fixes, right? Sure. They were. Except for the fact that I wasn’t aware these were things that needed to be done. Let me clarify: Yes, I knew I needed to pick and approve materials. And yes, I knew I needed to pay the balance. That wasn’t the issue. The issue was how the process was unfolding and the lack of clarity and instruction. Not knowing what my role was, or assuming I didn’t have one, has held up the project from moving forward. In the first instance, I had already chosen the materials. I wasn’t told until the time came that, despite already choosing the materials and having it detailed on the work order, I needed to re-choose materials. In the second instance, I incorrectly assumed that when my credit card was charged initially, it would be charged when the next payment was due. So here I was, looking at a zero balance on my card and holding the work order with the chosen materials, scratching my head trying to figure out how I had screwed this all up.

I tell you this because having a clearly defined process is the key to success for any project. Generative AI is still dominating the conversation. Marketers are being asked every single day to figure out how to integrate it into their workflow. We’re being asked to move faster, create more, and save money. It’s a big ask, but it’s not impossible. You can do it with good process development.

Why do we struggle with process? In my experience, process is a dirty word. To document it, to explain what you’re doing, takes too long. It’s faster just to do it. Chris, for example, is someone who moves very fast. He’ll get an idea and start to hammer away at it on his computer until he gets results. He’ll show us the results, and when we get excited to start using the new thing, the bottom drops out. He doesn’t remember what he did or how to replicate it. Womp. Womp.

In this instance, it’s just Chris, and he can retrace his steps to document a process. When you start to include more people, larger teams, and lots of technology, it becomes increasingly difficult to retrace and replicate. This is why process development is essential from the start.

If your company is undergoing a digital transformation, the steps can be murky. Think about introducing tech like generative AI into your workflow. There are a lot of moving pieces and likely a lot of questions to answer. People want to know where they fit in and what they’ll be doing. You’ll want to know what the existing processes are and where generative AI fits in. You’ll need to evaluate what tools you’re currently using and if generative AI will replace those. You’ll need to have a grasp on the existing process so you can adjust them for the new technology. Digital transformation often goes wrong because the emphasis is on the outcome and the technology. The focus, however, should be on the people and process. More often, projects go sideways when the emphasis is on the platform.

The good news is that the 5P Framework can help you out. The 5Ps are Purpose, People, Process, Platform, and Performance. Not only do you want to know what the process is, but who is involved, what tools you need, and how to measure success.

In my case, my purpose is a renovated kitchen that includes new cabinets and counters. When I get to people and process, these are the pieces of the project that have been the least defined, and where we’ve run into roadblocks. I was talking to a customer support person last week as I was trying to resolve some of the blocks. She said, “I wish they would just write out a checklist for the homeowner that told them step by step what would happen and what they were responsible for.” I couldn’t agree more. Because the process was missing, the whole project could have fallen apart and been delayed.

While my example is small potatoes, it could have gone very wrong. Aside from me, there are four other vendors involved that I’m coordinating. Finding the point of failure in the process could have been really challenging. At a larger company, there are more people, more moving pieces, and more points of failure. You might have a difficult time determining where things are stuck and who is the bottleneck. This results in a waste of time, money, and resources.

If you’re in the midst of a project that seems to not be moving forward, check your process. Is it clear? Look at your people. Do they know what they’re responsible for? A lack of understanding of responsibility can seriously derail things, and many times the person doing the derailing isn’t even aware. It can cause frustration all around. Especially if the person who plays a vital role, and isn’t aware, is being asked to do big things with no notice.

Take a moment to run through the 5Ps, even if you’ve already started a project.

• Purpose: Do you have a specific problem you’re trying to solve?
• People: Do all the involved parties know what their responsibilities are?
• Process: Are all the steps of the project defined and communicated?
• Platform: Are all the tools and materials chosen and approved?
• Performance: Is there a clear measure of success?

Use the 5Ps as a quick gut check to see if there are any sticking points. It’s never too late to adjust a project, especially if there are parts that need better transparency.

Are you confident with your process development? Reach out and tell me, or come join the conversation in our Free Slack Group, Analytics for Marketers.

– Katie Robbert, CEO