Status Your Project with the WBS

The WBS serves as a perfect framework for project status reporting

Your WBS is the list of everything that needs to get done to complete the project.  It’s a ready-made framework for monitoring and statusing the project.

Let’s begin with the basic structure of the WBS:

WBS Code	WBS Description
100	Project Management
200	Product
200.1	Product Requirements
200.1.1	Stakeholder Requirements
200.1.2	System Requirements
200.2	Product Design
200.3	Product Build
200.4	Product Testing
200.5	Product Deployment

If we are going to use this for reporting, we need to include who’s in charge of delivering each WBS Item.  Generally, this can be the Project Manager for that piece of work.

WBS Code	WBS Description	Responsible
100	Project Management	PM
200	Product	n/a
200.1	Product Requirements	n/a
200.1.1	Stakeholder Requirements	Bill F
200.1.2	System Requirements	Jane T
200.2	Product Design	John X
200.3	Product Build	Mary G
200.4	Product Testing	Keith D
200.5	Product Deployment	Sara S

The updated table above shows which manager or lead has responsibility for delivering the work described in each WBS entry.  The items 200 – Product, and 200.1 Product Requirements have no designated responsible person because all the work under them are parcelled out to the work subitems under them.

Now we need to update the table to show the status.

WBS Code	WBS Description	Responsible	Status
100	Project Management	PM	n/a
200	Product	n/a	Started
200.1	Product Requirements	n/a	Started
200.1.1	Stakeholder Requirements	Bill F	Completed
200.1.2	System Requirements	Jane T	70%
200.2	Product Design	John X	NYS
200.3	Product Build	Mary G	NYS
200.4	Product Testing	Keith D	10%
200.5	Product Deployment	Sara S	NYS

In the above update, we see that item 200.1.1 has been completed, 200.1.2 is 70% completed, some of the work are Not Yet Started.  Work 100 – Project Management will have no status because it is ongoing work, while 200 and 200.1 will have only Started at their level. They will become Completed when all the sub-items under them have been completed.

The problem with the above is that it says nothing about whether the project is going according to schedule, going ahead, or being delayed.

For that we can use Earned Values to show the status of the work.

And because the status date of each individual work item may differ, it might be useful to add another column to indicate the as-of status date for that piece of work.

The Project Manager as Disciplinarian

If your project does not have a strong a central organising individual, it will flounder, atrophy, and then collapse.

A project is a collection of talented individuals from many disciplines, individuals with their own agendas and their own visions and their own priorities. This collection falls down into disorganisation without someone providing the structure for the group to act.

Hence it is critical that the project manager be a disciplinarian.  I mean that in the sense that he or she imposes discipline to the group. 

The PM acts as the catalyst that energises the group.  The PM articulates the single vision of the project, makes everyone turn their heads toward that vision, and makes them march together toward that vision.

The PM must be forceful, not necessarily in the sense of overbearing or overpowering but in the sense of being the force that pushes the project forward day by day, prevailing over forces that will tend to rend the group apart into many directions, and keeps it – herds it - aimed in the right direction.

Writing Potent Copy

I borrowed this post’s title from David Ogilvy, arguably the most famous advertising professional. Many professional people who are not in the advertising profession have heard of him, and as a testament to his ability to promote, a lot of these people would find it difficult to come up with another name associated with advertising (I can’t, off the top of my head).

Ogilvy was a great believer in research and in using the knowledge gained from   research to develop successful advertisements. To him, advertising had only one purpose – to get people to buy the product. He claims to have little patience for ‘artistry’, ‘creativity’, ‘novelty’, all of which he considers an exercise in self-amusement by the advertiser at the expense (financially and otherwise) of their client. Sales was of paramount importance.

In the chapter ‘How to Write Potent Copy’ from his book, ‘Confessions of an Advertising Man’, he gives some advice about how to make your copy more memorable. I’ve picked out below some of the most reusable ideas.

The Headline

Advertisements without a headline is an absolute no-no. He calls it ‘the wickedest of all sins’. The reason? Most people read only the headline. If you don’t have one, you automatically give up your chance of hooking your readers. The headline is your tool for grabbing hold of your reader they scan the pages.

Know who it is you are writing for (which is never EVERYONE; it is always a subset of the readership), and use the words that address what they are looking for. His example: if you are selling a product for people with bladder weakness problems, use ‘BLADDER WEAKNESS’ in your headline.

But be careful not to exclude a good number of the people who are not your target. If your product is targeted for senior people with bladder weakness, don’t write headlines addressed to females only. Why risk alienating male readers with bladder weakness?

Always include the brand name in the headline, because most people read only the headline. If that’s all they will read, make sure the product name makes it way into their head. How many times have I seen witty slogans like the one from a moving company: ‘You will be moved by our service’. I remember the slogan, but do not know what their company name is.

The headline should invite the reader to read the body of the advertisement. Make them curious. Make them want to read on. But since you do not have any assurance you’ll succeed in pulling the reader in, make sure the headline stands on its own. It must make sense even without reading the body of the advertisement.

The Body

His advice with regard to the body of the advertisement is simpler less wide ranging. First, be specific and be factual. Avoid superlatives, generalisations, platitudes. Especially in these times when people are swamped in information. Just tell the truth, but make it fascinating (his words).

Testimonials are your best friend. Use them when you can. Ogilvy wrote these words in the early 1960s and notice how prescient they are. How many times do you look for testimonials before buying a product (testimonials and reviews from strangers on the internet!)

Give helpful advice the reader can use. Readers appreciate this.

Write plainly and avoid the temptation to produce ‘literature’. Use simple words so that you don’t fail to communicate what you want to say to the reader. Ogilvy says he once used the word ‘obsolete’ only to discover later that many of his target readers did not know what that word meant.

Transferable Advice?

Is his advice transferable? Many of us are not in the advertising business, but we are all in the sales business. Can you use his insights in the forms of communication you use? I believe so, and I certainly will try.