The tensions between resources, budgets, needs


There always seems to be a tension between resources, budgets and needs.

How do we remove these tensions? How about moving away from the starting point of “doing the minimum” and move towards “meet the objective”.

Doing the minimum always succeeds and is always self-fulfilling. But it’s never good enough (think about it).

Meeting the objective starts with defining the objective, which is a good place to be. Then, finding the “right resources” should surely become a natural corollary.

Even if resources are still found wanting, you’re now making decisions and compromises based on meeting the objective. And it’s amazing how resources can be found, whether it’s something like Apollo (“OK, getting three-quarters of the way to the Moon makes no sense, let’s go back to Congress”) or a product launch (“if we don’t find more budget we won’t be able to tell our resellers. That wouldn’t make sense. Let’s find the budget from somewhere else”).

A starting point based on meeting the objective feels like the best thing to do.

About alansmithoz

Head of Strategic Business Communications at Australian social analytics technology company Digivizer, with a background in corporate public relations and marketing. I do what I do because I believe communications can make a difference.
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