[ Deliverables / Benefits ]

When looking for work, consultants often just list the deliverables produced for a client (such as reports, facilitation, designs). 

 But the buyer wants the benefits; the deliverables are how we get there. 

 It’s like we don’t “want” a hook in the wall (deliverable), we want to hang a great piece of art on the wall (benefit).

In knowledge work, it’s difficult to make that leap from deliverable to benefit.   The benefit isn’t as straightforward as hanging a picture.  It’s not always clear in my mind, but it’s a magical shift when we can switch from talking about deliverables to benefits.