Deliverables aren’t everything when it comes to getting your project completed. While deliverables will give you a tangible item to consider within the broader context of your project, the deliverable is only the result. For a successful outcome, time and brainpower have gone into designing and creating the deliverable. Clients should make an effort to recognize the brainpower and creativity that has gone into the project as a whole, instead of getting bogged down in just deliverables.
What is a deliverable?
A deliverable could be defined in several ways. It is an element that fits within the broader scope of a project. Deliverables are both tangible and something provided by an agency. A website, article, PDF, or graphic are all examples of deliverables. While deliverables are essential to project completion, they aren’t the only thing that has gone into ensuring the project is a success.
Deliverables don’t manifest out of thin air. Someone had to use their time and brainpower to create and design the deliverable before giving it to the client. When it comes to a project’s ultimate success, it is the outcome of the deliverable that is key.
What are outcomes?
Outcomes in project management are the ultimate consequences of time investment, brainpower, and the project deliverable’s impact on the job. In essence, outcomes - the end-result of the brainpower that has gone into the project - are business benefits.
Why do clients often fail to recognize brain power over deliverables?
With brainpower and outcomes vs. deliverables, it’s easy to see in theory how these two things are different and why it’s essential to focus on one over the other. But it’s human nature to want to see immediate returns on investment, i.e., in the form of a tangible item. Unfortunately, the “now” can take precedence over the “why,” or big picture with a project. Also, it’s easier for clients to show their superiors that they’ve gotten something for the project with a tangible item to show them.
For clients, it’s so easy to lose sight of the big picture with a project due to a range of different factors, some of which may be high-pressure and stressful. Companies often lose sight of their “why,” let alone the purpose of a big project. Agencies often hear things from their prospective clients like, “We needed a company brochure yesterday,” or “last week was when I needed that eBook.” When agencies hear this, they often react in a knee-jerk fashion, cramming a bunch of design and development deliverables into a short period. But this comes with many risks:
The deliverables will not align with the brand’s core values
The brand will not be well-positioned with deliverables that aren’t well-thought-out
Target personas will not be adequately defined
Deliverables may not be functional or offer emotional benefits
When clients get bogged down in deliverables, they risk losing the main objective of the project. Time and brainpower must take precedence. For projects of small and broad scope, the process must be valued over tangible items.
The end.