Why is it so hard to focus on outcomes?

A plea to 'start with the end in mind' falls on deaf ears. The organization is consumed by activities, projects and initiatives and yet customer satisfaction seems to be dropping. This happens when outcomes are not clearly defined.

Some people are inherently afraid to commit. This is a symptom, not the real problem. Unless the real problem and its root causes are addressed, people will continue to be afraid to commit.

Consider these reasons:

• A dynamic environment means change and adaption. As soon as a stand is taken, a goal is set, it seems to get obsolete. Therefore, the thought enters the mind, 'Why bother?'.
• A fear of 'closing one's options' and 'leaving money on the table'. The number of variables to be evaluated are typically infinite. In a desire to maximize gains, the analysis continues even when the returns on doing so is diminishing.
  

Accept the reality of a dynamic environment. Customer outcomes provide a degree of stability that provide a beacon in the face of dynamic uncertainty. Shift focus to outcomes to derive goals and objectives. Bound the analysis effort with discipline, approach opportunities as a continuous improvement effort.

Consider these additional reasons:

• Fear of failure: Because you never described what you aiming for, you never really 'missed', right? If something 'failed' its 'not your fault'.
• Fear of success: This is a latent fear, hence most people are unaware it exists. Success will bring additional responsibilities, risk and higher stakes. Having 'More to lose' sometimes results in defensive behavior.
  

These relate to self-confidence, esteem and values. At the organization level, start by looking at systems to provide feedback and incentives. At the individual level, deeper introspection and attention needs to be given to influence these psychological factors.