In the UK, specifically in London, there are few warnings more diluted than this one. It is subconsciously nodded at by millions of commuters every day, doubtlessly some people still don’t heed it and twist their ankles or worse.
I’d like to look at a different gap, related to businesses and their needs in terms of work and things that need to be done.
All businesses have a whole stack of work that needs doing. I’ll subdivide this work, crudely, into four types:
- Explicit needs – Things that absolutely must get done to stay in business
- Implicit needs – Things that should be done to stay on top of your market
- Nice to haves – Things that may add value or differentiation but are difficult to justify or deliver
- Dreams – Things that may add value or differentiation but are impossible or unrealistic to deliver
Project X is a piece of work that must be delivered. However, depending on who you ask in the business, the degree of certainty about Project X being critical is mixed. Some think it would be nice to have, others think it is a dream. In an unconstrained world, where you had the world’s experts at your fingertips, that wouldn’t matter. But in our world, the real world, you will have a limited and often variable capability with which to operate. This capability is not usually capable of servicing the entire “Need Stack”. The gap between the top of the Need Stack and the top of the Capability is what I call the Expectation Gap.

In a growing and energietic business it is often difficult to explain this gap without getting into hot water with someone in senior management. But it is more complicated than just a shortfall in resource. The variable nature of your capability is also a major constraint in your ability to execute and deliver against the Need Stack. Bottlenecks will exist, usually in your most precious resources and as such throughput in terms of projects can be seriously limited.
One temptation that many businesses will entertain is to grow the capability, either using external resources or moving oversupply to undersupply if possible, internally. Some businesses will outsource entire functions or buy in third party products to help automate or fill in shortfalls. Some of these will work with varying degrees of success (see earlier posts about outsourcing in software development), but what is actually being achieved?
Growth without an eye on benefit will ensure costly investments in terms of cash and opportunity will be closely followed by contraction and lost market position when projects fail to deliver. Therefore, growth must be on the basis of value and as we saw earlier, opinions differ on the value Project X will deliver. So how do you pinpoint where Project X is in the Need Stack?
The simple answer is analysis. A meaningful measure of thought, research, validation and planning; all the ingredients of a coherent and capable business case. This will surmount the first obstacle of knowing where things are in terms of relative priority. You then have a working “reality filter” through which to pass all your needs and aid your decision making process or people.
Beyond that, there is still the capability issue. This requires a more difficult culture shift to overcome; one that will be unpopular in some quarters of your business. Acceptance that your capability is limited, or in some cases strangulated, is key to you deciding what projects you assign your capabilty to. Secondly, when you know the order and status of your projects, you will more clearly see where you are lacking in capabilty and as such you can grow these areas of your business to accommodate the work you know will add value.
Managing the Expectation Gap is a key activity for any business no matter how large or small. It does however, cause frustration, argument and a level of campaigning for the work your people want to undertake. Despite this level of perceived disruption, surely it is better to “argue the toss” and make the right decision for the business, rather than leave it to one point of view and a fait accompli outcome that may cost you more than just money in the long run.
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