At this time of year we often take stock of where we are and where we are going. We may rationalize not losing ten pounds this year and once again vow to do it before summer arrives. We may be reminded of the guitar lessons we were going to take and never seemed to fit in to the schedule. It is the natural process of reflection and evaluation. Unfortunately this process is not as natural when it comes to business projects. It ought to be.
The most common scenario that we encounter is a group completes one project or communication and then moves on to the next. I have no issue with an individual or team moving forward to the next project, but I do consider it a tragedy when we miss an opportunity to learn something that may improve how we do what we do.
The last step in our recommended best practice methodology is to take the time to learn something. Don't just run a report and know that the presentation was sent to an audience of 2000 and there were 1500 views. This only scrapes the surface. For example, perhaps the presentation you sent to the audience of 2000 only reached 1700 - you learned something and can improve on that number (you also just improved your response rate, because 300 people never received it). Perhaps the presentation was 18 slides long and the average view was 8.7 slides - you just learned something that you can improve upon. Perhaps the presentation was 11 minutes long and the average viewing time was 6.5 minutes - you just learned something that you can improve on. Perhaps you sent the presentation on a Monday and the report revealed that 70% of the views occurred on Tuesday and Wednesday - you just learned something that you can improve.
If you don't take the time to look at all the data and analyze what it is telling you - then you will not learn, you will not improve and you will not realize better results. So while you are making your New Year resolution to drop ten or twenty - make a resolution not to miss the opportunity to learn, to improve and to realize better results.
Happy New Year!