“Return on effort” and how it applies to PDSs

I was first introduced to the concept of Return on Effort by Dean Mannix in a training program at St.George about 100 years ago. And it’s really stuck with me.

Here’s the diagram (yes I’m a consultant so of course I love a 2 x2 diagram!

It’s pretty straight forward. As you can see, we’re comparing return to effort. The top left quadrant is where you’ll find all the great stuff that delivers lots in return for low effort. Not sure that there’s much of that in the average product manager’s day!

Next is the top right. This is where you’ll find new product development, new processes etc. Lots of effort required, but (hopefully) high return as well.

Bottom left we have low effort, low return. "Busywork" anyone?

And worst of all, bottom right, low return, high effort. And where do PDSs fit? Here of course! One simple diagram to explain why PDSs are so bl**dy painful.

So, what’s a girl to do? Well, as you can see, you only really have two choices. You can reduce the effort or increase the return. Increasing the return on a PDS is somewhat fraught in my opinion, as they aren’t marketing documents, and the conflict between compliance and marketing can take what’s already a difficult document into nightmare territory.

Which leaves ‘reduce effort’. Which most definitely IS my recommendation. There is no reason on God’s green earth why PDSs still have to be managed using word, excel and hope.

There is MUCH better technology available now. Lots of it. Changing how you do things will most definitely push you into the top right quadrant for a while (lots of effort for lots of return) but the payback is definitely worth it. If you want a rundown of the tech that’s available and what we’d recommend for what circumstance, just let me know.

PS: If you have a minute, why not map all of your projects and areas of responsibility onto the ROE chart. You'll soon see what's eating all your time, brain space and mental effort.