In the spirit of pushing the boundaries of an unconference for the recruiting community, the first Recruitfest was a small, grass roots event in Toronto. It was a funky gig by all accounts but it was transformative.  As a session leader I had the joy of engaging three groups in free flowing dialogue around talent acquisition practices to build a compilation of the trends, influencers and desired outcomes that were shaping the talent landscape.  As only Jason Davis could do, the event wrapped with a drum circle and party at Jason’s home.  Imagine that!  Jason and Michelle, his wife, opening up their home to everyone that attended.

Having just wrapped my second Recruitfest experience I feel like this was another first.  Two years and the maturing of RecruitingBlogs has made a tremendous difference to the scope and format but the spirit was the same.  Perhaps two years ago Recruitfest was like a rebellious teenager and this year it was more like a spunky, young adult not content with the status quo and still pulsing with the persistent determination to make a difference and carve a new, experiential path to learning.  Jason’s team has grown to include Miles Jennings and Ashley Saddul – the genius behind the quality live stream.  Personally, I like events that push the talent agenda and serve as a format for discussion and learning, and Recruitfest 2010 certainly delivered.  In partnership with Monster and through the support of a number of sponsors, the Recruitfest live stream reached thousands of people globally – 38 countries, and every state in the U.S.

Eric Weingardner was invaluable as coordinator and host.  His passion and wit delivered engaging commentary throughout the day.  Eric’s and Jason’s onsite teams delivered a flawlessly executed event.  Is there room for more, sure!  Enhancing the virtual experience by making it more interactive or hosting simultaneous live stream events that bounce from geo to geo will come.  But, the value and meaning of Recruitfest cannot be underestimated.

Three areas that made a difference:

The people and the conversation. The mix of presenters brought a diverse, progressive and dynamic dialogue to life.  The panel discussions were some of the best I’ve seen and participated in.  They were unscripted, candid, authentic and dynamic.  Real and raw.  It was the fishbowl concept and it worked beautifully.

The reach. We are part of a global community.  Talent is increasingly a global marketplace.  Pushing the conversation globally to challenge the state of talent acquisition to share, learn and advance the practice is not only timely but necessary.  After all, our work is about people and business.  Its about the passion and ability to enable both to accomplish more together than is possibly otherwise.

Purpose. What was perhaps most energizing for me about Recruitfest 2010 was the raw authenticity.  There was a common thread of people and purpose, something that all too often gets lost in the crazy, day-to-day pressure of recruiting.  And, that is also the problem.  We cannot lose sight of people and the power of connecting people to purpose and business to people.  Yes, we have the persistent emergence of new tools and technology to manage.  But, when the focus on people is lost we dilute the value of our profession and dilute the value of our brand, whether it be the individuals or organizations.

The dialogue:
The event kicked off with Chris Hoyt of PepsiCo speaking about their glocal brand strategy and the power of a simple question – “Why do you do what you do?  The Candidate’s Bill of Rights Panel with Gerry Crispin, Chris Hoyt, Charlie Judy, Jason Lauritsen and Mike Ramer could have continued for days, which demonstrated the critical importance of getting refocused on the candidate experience.  I think too often the importance of the candidate experience gets overcomplicated.  My question – what’s getting in the way?  Is it the very essence of the talent philosophy, the technology and embedded functionality, or how the function is resourced?  If you want to get to the heart of what gets in the way start with these three areas.

Sarah White and John Nykolaiszyn led a discussion on the importance of blending and articulating personal and organizational brand, which has quickly become a topic worthy of more time, understanding and intention.  Tim Dineen’s quick hit preso on SEO to enable better search results demonstrated the continued importance of a topic and technique the industry has room to leverage further.

I was honored to participate in a discussion with Joe Gerstandt, China Gorman and Jason Lauritsen on the true value of social recruiting.  If you didn’t catch us live I’ll give you a hint – its not just about the technology.  In fact, the over emphasis on technology has resulted in minimizing the power of social recruiting to just another tactical tool – watch for the video archive to be released.  I also had the pleasure of presenting with Master Burnett on the future of the talent acquisition function.  Apparently my comment on just-in-time (JIT) recruiting too resulting in just-behind recruiting caused a few sparks.  I suppose that’s the risk of a 20 minute teaser conversation. With respect and admiration to Glenn, he is one of the few who frames JIT with specifics and intention so I can understand his response, although we definitely need to have a conversation on the value of talent communities! Well, let me clarify again the context of JIT during my preso.  When recruiting functions operate with an “in the moment” on demand philosophy or approach it has been called  JIT, absent of course a complete reference to the full significance of the model.  When recruiting operates as a reactive function JIT becomes just-behind  because its just that – reactive, and your behind by the time you begin given the process time and absence of an anticipatory approach and alignment with the business strategy and a workforce plan.  A proactive approach can also be framed as an adaptive strategy.

Oh, and my take on the future of the talent acquisition function? The Function is positioned to be the talent broker for the organization but only if its pursued with intention, strategic action and alignment with the business strategy – more to come!

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Recruiting is filled with structural issues.  I’m not referring to the internal structural challenges that can impede functional excellence.  I am referring to the very essence of recruiting – finding the talent you need, when you need it, where you need it, and with the skills and cultural fit that is right for your organization.   The talent market is inefficient and the structural issues of this recession have made it even more so.  Navigating through the inefficiencies and structural issues presents a unique challenge that is so significant it could slow the recovery, impact the Country’s ability to compete effectively in global markets and permanently impact organizations of all sizes, industries and levels of success.  I was struck by the irony  in a series of articles over the past week.  The articles captured the growing gap between the types of jobs available, what people are looking for in work – and willing to settle for, or not, and some of the elements that are making the impact of this recession on the labor force quite difficult.  The NYTs, Jobless and Staying That Way, and WSJs, Some Firms Struggle to Hire Despite High Unemployment, captured many of the challenges.  The Forbes article, The Unemployment Dilemma, misses the reality of the situation and instead assumes people enjoy being unemployed and should be happy to have any work at all.  This strikes me as being in direct conflict with what we have come to value  and appreciate about our relationship with work – which has been about self-improvement to contribute and accomplish more than previous generations. Unemployment is a transitioning tool and is not sufficient to sustain a standard of living, nor should it be.

At the root of the irony is a serious issue that needs to be solved for the health of both individuals and business.  As I thought about the issues behind the irony, there are four that I feel capture the essence of what is going on.

The Issues:

• Talent Mobility
• The Engagement – Meaning gap
• Embracing an Anticipatory mindset
• Moving Beyond the Round-peg Syndrome

Talent Mobility
Talent mobility has been a mounting challenge.  People are particular about where they want to live and place a higher value on this choice than they have in the past.  Lifestyle is valued more than ever and people are willing to stand firm with their preferences.  While leading talent acquisition at Waggener Edstrom we encountered this scenario often.  The company had corporate offices in Seattle and Portland.  Both cities are in the Northwest but they offer very different styles of living.  It was a benefit to our recruitment strategy that, in most cases, we could present both cities as options.  People typically didn’t waiver and found that one city more than the other met their preferences.  I think Portland was winning, but maybe I’m biased.

Beyond choice, a significant mobility issue for people today is their housing situation.  The economics of the housing market make it very difficult for people to disengage from their investment.  Homeowners are looking at either reduced value or taking a sizeable loss on their investment.  While companies are not in a situation to cover losses many have chosen to do nothing at tall, except keep jobs open longer and longer trying to find a local candidate.  I have to wonder in this case how these companies value either time or the importance of the role itself. Part of a workforce planning strategy should be understanding which roles must sit in a specific geographical location.  If it isn’t a requirement, like retail sales or many manufacturing roles, then why let geography interfere with getting the best Talent?  Leverage technology and institute distributed workforce programs to close the distance gap.

The Engagement-Meaning Gap
Why are people willing to invest time in creating apps, blog content, videos and more with no direct return for their time.  Or potentially any return for their time.  Primarily because it provides them meaning and they get to do something they enjoy.  Companies spend millions trying to engage their workforce while the systemic forces inherent in the organization work against engagement.  And, high performing employees will tend to disengage more quickly. Which problems need to be solved in the organization and how can the company create a culture of collaboration and innovation that rewards people for great ideas and contributions?

People want to be engaged in their work.  They want their work to have meaning and their contribution to be valued.  They also want work that aligns with their skill-set and personal values.  This is no mystery.  We’ve created a societal culture of choice.  So, its no surprise that people are willing to hold out until they find a job that makes them feel good about the time they spend at work.  Or, find one that is “manageable” as they seek other avenues to fill the void.  Periods of great change present opportunities for exploration and we are experiencing significant shifts across the business landscape that are impacting the type of work available, career options and choice – all of which will take time to settle as people readjust.  The perceived loyalty gap, of companies towards employees, is perhaps deeper now than it every has been given the rise of transparency.  Because the loyalty gap has deepened, people are more particular about the risks they’ll assume with a company and ultimately the choices they’ll make about employment.  While it may be quite challenging to work through financial situations the emotional toll of a bad job fit is potentially worse. Needless to say, companies benefit from a strong cultural and job fit as well.

We know that there are plenty of jobs that will never return.  And, in some cases, people caught in the middle of the recession may never attain the status and income they had previously.  While that in and of itself is emotionally challenging, people are resilient and can adjust in amazing ways when faced with obstacles – and have more choices than ever to pursue.  Perhaps more important than the financial component though is the emotional need of finding meaningful work that is challenging and leverages their capabilities and potential.  Personally, I think this is one of the greatest obstacles to our recovery – as individuals, as a country and as contributors to global economic success.

Embracing an Anticipatory Mindset
While it’s clear that many jobs will not come back to pre-recession levels, new jobs are being created and other’s are being retooled that require new skills.  It’s true that in some instances these jobs require significant training and education.  However, in many jobs the skill gap can be closed through on-the-job training or short-term coursework if companies can get better at anticipating their needs and assessing the supply of talent where those skills exist.  If the nature of a business is changing and new tools, methods or processes are being developed and implemented to produce a product or service, chances are there will be a skills gap.  Our educational system is not designed to effectively reskill, although it could be.  Depending on the job level and skill need there could be a variety of options.  Ideally, an academic : business relationship would be most effective.  We saw this occur during the .com boom years when companies would do everything and anything to get the talent they needed.  Many companies established partnerships with universities to create intensive sessions designed to enhance skills and prepare new college graduates for a successful career with their company.  Programs were designed to help Liberal Arts students who needed to be taught business and computer skills but possessed other skills that would be valuable to their career success.  While this is still an important concept for new graduates it can and should be for experienced talent as well.

If someone with a bachelors degree or MBA wanted to update their skills and pursue a career in sustainable business practices what options are available?   Typically, for this and similar situations, the options are very short, 3 – 5 day intensives or full graduate programs.  What about a 3 or 6 month intensive?  Community colleges are also important avenues and they are working to meet demand.  However, without a coordinated and intentional effort between businesses and colleges / universities there is a risk of preparing people for the wrong types of work and / or not addressing the critical skill gaps.  Companies can, and are, taking on reskilling within their own environment.  But is this happening to the extent needed.  Businesses can’t wait for another talent crisis to pursue more creative partnerships and investments, even if they are pursued at a moderate level for now.

Moving Beyond the Round-peg Syndrome
Influenced in part by myth and in part by risk aversion, companies have adopted an even more conservative mentality to their hiring practices than usual.  Hiring managers believe there is plenty of talent available (the first myth) so recruiters should be able to match exact job requirements, most of which don’t take into consideration where the company is going – only where its been, and often lack a compelling reason to consider the role and join the company.  Too often, both hiring managers and recruiters believe that only those individuals currently employed are worth pursuing (the second myth).  While I agree with this mindset during normal times, this is not the case today.  Considering people who have been unemployed for longer durations does require a different approach, which could be quite revealing depending on the interview questions and answers, but can be quite valuable for the company.  Risk aversion, while understandable during difficult economic times, can also impede a company’s long-term success.  Risk aversion comes into play when companies fail to incorporate an “opportunistic” element into their recruitment strategy, especially during down-trending economic cycles, and perpetuates the problem.  Honoring the myths and assuming a risk averse mentality often means allocating more dollars to hire or keeping jobs open longer than necessary to find the round peg, both of which have an associated cost.

The real loss here is that companies are missing out on opportunities to further diversify their workforce and build loyalty.  Considering talent adjacencies or assessing for “potential” and cultural fit could deliver considerable value.  Pursuing an “opportunistic” approach provides companies with greater skill agility, which is important and valuable in uncertain business environments, which we’re sure to see for some time.  Applying the additional time and dollars spent on a candidate search to on-the-job development, where possible, also helps diversify the company’s workforce.  And, imagine what could be realized in employee loyalty! How much loyalty could employers gain if they invested in unemployed job seekers?  What’s the brand value of that move?  Additionally, in the time it may take a company to find their round peg they could have successfully on-boarded an opportunistic hire.

One way to think of this is like an apprentice or internship program.  A simple approach to opportunistic hiring can be accomplished through planning and a series of coordinated steps:

• determine which roles in the company are appropriate and could benefit from a mix of diverse skill sets and experiences
• reach agreement with hiring managers on a percentage of total roles / hires that could participate in opportunistic hiring and partner with your CFO
• partner with business unit leaders who will be champions of the program
• recognize and reward business partners who’s business units participate
• develop an ROI that demonstrates a reallocation of dollars and lost time to on-boarding, training and development – and ideally contribution and success
• partner with SME’s and the training group, in advance, to identify and/or develop a fast-track development curriculum, including experiential learning
• hire ahead of the curve so there’s time for the hiring manager to support a successful orientation.  This is critical to support success and why its important to partner with the CFO.  Hiring managers are less likely to be supportive if they’re under-resourced and scrambling to get work done because they have an open role.  Help make them successful so they can effectively support the new hire. You can recoup the cost of an early hire and demonstrate the value in your ROI.

Add all this up and incorporate the challenges recruiting departments are encountering as hiring picks up and you’ll see a perfect storm brewing.  How many good people are overlooked because recruiting teams are overwhelmed with applications and they lack the resources and/or tools to effectively cull through resumes to find the right-fit applicant?  How many people never hear back after applying for a job?  How will that impact the company’s hiring in the future?  Recruiting will always have structural issues and market inefficiencies.  The opportunity is to be creative and proactive to limit the issues outside of your control.

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Think about a brand that you admire.  What comes to mind?  How do you feel when you interact with the brand’s product or service?  How about when you interact directly with the brand through their website, retail store, phone service, advertising or other means of outreach?  Brands are emotive and most people like brands that make them feel good, are dependable, provide some desired combination of quality and value, and have a fun factor.

Now, think about your company’s recruitment process.  What does the candidate experience feel like?  At the most basic level, is it efficient? Respectful?  Is it easy for a candidate to get to know your company in a meaningful way?  Has appropriate attention been paid to the importance of design? Are the job descriptions well written? Do they get the candidate excited?  Can the candidate see not only how their work contribution benefits the company but also what opportunities employment could provide?  Would they be excited enough about what they’ve learned to tell someone else?  Keep in mind that these elements only begin to address the front-end of your brand experience.  If you don’t have a clear talent philosophy and process that delivers brand continuity through each point in the application and interview process, your front-end experience will be quickly diluted.

If you read my post on Adaptive Talent Strategies you know that employment branding is one of the key elements.  In that post I discussed the importance of resource allocation, technology and process design to developing an adaptive strategy. An adaptive talent strategy provides you an architecture to meet the evolving needs of business and develop a value-oriented talent function.  The employment brand is a key component of the strategy.  Closely related is the use of networks, which has been increasing in importance to the brand and establishing an adaptive, sustainable approach – see the post on community managers.

Employment Brand and Networks
Employment brand and networks are tightly linked and should not be looked at as being independent from each other.  We also should not lose site of what’s at the center of the external employment brand and networks – the prospective employee.  And, yet, most candidates have less than desirable experiences with a company.  The job seeker’s experience will directly affect the company’s current and future competency in attracting and hiring the talent they desire.  This starts with the front-end experience and all too often deteriorates further as the candidate moves forward and expresses interest in a job.  The fact is that most corporate recruitment sites have become incredibly boring.  They’re flat, static and lack engaging attributes.  Very few catch your attention and draw you in.  I can hear the arguments. “But, we’re not really hiring now.”  ”We don’t have the resources.”  ”Business is way off.”  These may all be true but there other important truths.  What doesn’t happen today will be significantly more costly tomorrow because it will be much harder for you to catch up and secure the talent you need when you need it, which is why brand and networks are part of an adaptive strategy. Ultimately, the job seeker doesn’t care what your issues are – they only want a good experience and to be treated respectfully as they move through the application and, potentially, the interview process.  Even making relatively small investments today will provide exponential value tomorrow.  Think of it this way.  After connecting with friends on Facebook, exchanging tweets on Twitter, or connecting on LinkedIn they come to your website. Does it measure up?  Is the experience as interactive and engaging or does it feel like it needs an infusion of energy?

Moving from Fragmentation to Integration
The first place to look is at your corporate recruitment site – the center of your employment brand for prospective talent.  Aesthetic design, the application of technical elements and community spaces haven’t continued to evolve.  I do like Microsoft’s new site, and am still playing around on it.  The job search integration is sweet.  I also had a sneak peak at what Steve Fogarty is getting ready to launch at adidas and can only say that it will significantly raise the bar….stay tuned.  In many instances, brands have become fragmented through the introduction of new channels that are shifting quickly, but also important to connecting with prospective talent.  The model included below provides a view into the complexity of the recruitment ecosystem.  The corporate career site is at the core and each of the spokes shooting off from the center are brand touchpoints.  While it certainly isn’t necessary to be represented through every touchpoint it is important to understand who your trying to reach, what they do online and what is brand appropriate for your company.  However, This approach will help you capture and drive the most relevant job seekers to your site and set the stage for providing a positive experience.  Integrating a set of touchpoints into the corporate career site and supporting bi-directional links delivers a more enhanced brand experience and adds value. The dashed line circling the corporate career site and intersecting with each touchpoint represents the tools used to communicate and manage (CRM), support viral behavior (sharing), and push out content (RSS). Lastly, implementing an SEO and SEM strategy will advance visibility for your brand and drive relevant traffic to your site in a very cost effective manner.

Evolution
Ideally, the corporate career site has an embedded community.  Extending the corporate career platform to support actively engaging job seekers in a dialogue is simply an evolutionary step.  Why not engage job seekers in a discussion about the company, its products and services?  What are you proud of?  What problems are you trying to solve?  What are you working on?  Wouldn’t this type of interaction be more rewarding then having someone stop by for a visit and read, watch or listen to what you have to say?  Blogging is a good way to begin.  If your interested in learning more about how to incorporate a blogging strategy here’s a link to the Definitive Guide to Corporate HR Blogging.  I had an opportunity to work on this guide with Ben Yoskovitz of Standout Jobs.  Trust me, blogging is hard work and can take a lot of time but there is value in staying the course to develop your voice and a regular writing habit – I’ll let you know when I’m there! You’ll find that there are a lot of opportunities for companies to enlist a variety of voices as part of a blogging strategy that can make developing a diverse mix of content much more manageable.

As your thinking about your recruitment strategy, the talent your trying to reach and the experience you want to create, think about your favorite brand and how it makes you feel. Then, go to your website with the “eyes of your job seeker” and experience the brand. Are you smiling?

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Adaptive Talent Strategies:

Designing an Approach to Excellence in Talent Attraction, Planning and Management

How effective is your talent strategy in supporting the business needs of your company?

Are you aligned with your company’s business strategy?

Do you have the information you need to anticipate the key skills and competencies that will competitively position your company?

Read on to learn about the workshop and how to register. I hope to see you there! Susan

The Workshop:

Excellence in recruitment and talent leadership is a critical business function for leading companies regardless of industry, size or geography. Alignment, agility, speed and creativity are essential for building and executing an adaptive talent strategy. Here’s what your workshop experience will look like:

• We’ll begin by exploring top-line trends and influencers affecting talent acquisition and management strategies.
• You’ll be introduced to a flexible model that serves as a roadmap to developing a holistic and adaptive framework.
• We’ll actively discuss key steps and decisions to develop and apply a roadmap from which you can approach broad-sweeping or more targeted components to support a successful and adaptive strategy.
• And, we’ll delve in to a situational planning exercise to leverage our collective insight and your learning experience.

Expect to be an active participant in small and large group discussions. Through collective learning and expanding the boundaries of our minds and capabilities we’ll define and redefine excellence in recruiting leadership.

Key takeaways include:

• Balancing the needs presented by today’s business environment while simultaneously building a future focused strategy;
• Delivering enhanced value through the recruitment function;
• Leveraging your employment brand to attract and retain top talent; and,
• Incorporating CRM, workforce planning, community and social media tools to enhance results.

When: July 8^th from 2:30 to 6:00 with networking reception to follow. Snacks and refreshments provided by Avature.

Where: Hosted at the Intel Campus (exact details shared with confirmed registration)

Who Should Attend: The workshop is designed for recruiting function leaders, senior recruiters and talent strategists working within a corporate environment.

RSVP: To register for the event contact Susan Burns directly via email or phone 503.381.9292.

Note: The workshop is designed to be a small event to maximize learning and is limited to 50 people. Initially we will confirm only two people per company but if space is available will add accordingly.

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Update: And the winner is…… Lisa Matkowski!   Thanks for your patience with the final announcement of a winner.  Here’s the irony – Two different winners were selected – each done filming a video of me selecting the winner and both had to decline.  I selected a third winner and needed to wait to confirm that they were able to take advantage of the offer.  Lisa is confirmed and travel is set.  I look forward to meeting you in San Diego Lisa!

A very special thank you to all of my Twitter friends that helped promote the opportunity, ERE for the pass and related promotions and a very special thank you to Glen Cathey, the Boolean Blackbelt for his promotion efforts.  A total of 153 people responded to the poll and 92 people submitted an email expressing interest in attending the Conference.   

Take a quick survey to share your insights!  

Here’s the question: What impact is the current economic cycle having on your talent strategy? What approach to talent and business has your company taken during these challenging times? Respond to one of the two polls below to share your insight. 

Here’s the Reward: I want to help you get to ERE Expo at the end of the month.  Times are tough and budgets are tight, so in partnership with ERE I’m pleased to help one lucky person receive development and learning to keep moving your career and your company’s talent strategy forward.  ERE will provide you with a Conference pass for the general sessions - a value of $1395.  AND I’ll provide you with 35,000 Delta skymiles to get your there.  

Would you also like to attend the full-day Master Workshop that Kevin Wheeler and I are presenting? I can also offer you a very special rate of $595 – a savings of $200.  See a full description of our workshop included below the polls.  

Here’s what you need to do:  Answer the poll question below that best represents your company’s position and response during the economic downturn.  After you respond to the polling question – send me an email with the subject line “I want to go to ERE”.  Be sure your name and phone number are included in the email.  Also tell me how / where  you heard about the contest so I can thank who helped you get here!

Polls close on Thursday, March 12th at 3pm PT.  To be included in the drawing you must respond and send your email by that time.  One winner will be selected from the participants and I will contact the winner and book their travel with them.  Travel must be booked at least 10 days prior to departure or the recipient will need to pay any additional fees related to issuing the ticket.  If you win and don’t need travel but prefer to use the miles against a hotel room for ERE that can be arranged. 

Respond to only one question – #1 OR #2.  You can select multiple answers. 

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Pre-Conference Full-Day, Master Session Workshop

Strategic Talent Visioning and Action:
navigating the present to prepare for the Future and advance your talent strategy
Presented by Kevin Wheeler and Susan Burns 

“Very thought provoking & encouraged a very holistic approach.
Exercise was very useful to spark strategic thinking.”
Participant at our 2008 workshop

During these difficult economic times it is critical to be able to suggest alternative talent strategies to management and to be able to provide management with facts and data about internal and external talent quality and availability. Developing expertise around the realities of the talent market and committing to strategic directives that establish a guiding path will help to further your own development and leadership capability while also ensuring your company’s success in the future.

Some of the economic issues we face are caused by the shifting nature of work and the growth of globalization. As the business and talent landscape continue to shift, increased challenges around competition, multi-generational work environments, global complexities, and economic uncertainty require new boundaries of thinking and action. Developing the skills and approach to frame your strategy and build a compelling case positions you and your recruiting team to deliver increased value and guide your organization to success.

“Great content, made me think broader and deeper about strategic planning.  
Included great framework for strategic planning. Very valuable info.” 
Participant at our 2008 workshop

Through hands-on, interactive learning this workshop will boost your expertise in navigating the market and support you in:

• Developing a broader understanding of the trends influencing the talent market today and in the future that shape the overall landscape. 
• Building an approach to anticipating, preparing for and managing uncertainties in the business environment.
• Designing and incorporating market facts and data and company analytics to build a compelling case for enhanced talent function positioning.
• Leveraging a talent planning strategy to break through recruiting obstacles and reach new ground.

You’ll also work hands-on in a situational planning exercise that incorporates your experience, learnings from this session, and interactions with others to broaden your perspective of potential and desired outcomes.

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