Step Away from the Can of Doing: What a Home Depot Commercial Teaches About Evaluation | Dr. Tara Gregory

I've been mesmerized lately—in that kind of love-hate way—by Home Depot commercials wherein a manly man announcer urges people to shop at Home Depot with statements like "turn your doing dial up to 11" and "set your savings swagger on full tilt" and, most nonsensically, "open up a can of doing." I may not be quoting these perfectly except for the "open up a can of doing" phrase. Open up a can of doing? I'm not even sure what this means. But these commercials irritate me quite a bit—mainly because they fill me with an overwhelming urge to run to Home Depot. For what, I don't know.

And that's where my issue lies. Indiscriminate and unplanned opening of a Can of Doing can be wasteful of time and resources. Owning a house that's over 100 years old, as I do, there probably isn't a big enough Can of Doing to cover what needs to be done. If I really thought through what it would take to make my house what I want it to be and made a plan, my trip to Home Depot might be valuable. But I have to admit that my savings swagger will undoubtedly propel me toward superfluous and relatively easy tasks versus those that might actually make my house more solid and valuable.

So what does this have to do with evaluation? I've been involved in a number of evaluation projects where it seems that people have opened up a can of doing without really knowing why. More specifically, organizations often say they want to do an evaluation, but frequently lack a clear idea of what they want to know.

Evaluation is simply a way of answering the big questions about an organization: "What should we be doing? What do people think of our services?  Are we making a difference for those we serve?"

But organizations can get too focused on just doing something, even when it comes to evaluation. I've had multiple experiences where organizations have a list of questions they want to ask, but no real idea of what it is they want to KNOW. There's a big difference here—questions with a capital Q  and questions with a small q. Big Q questions represent your evaluation goal—what you want or need to know. In reality, there aren't that many big Q questions. They're basically about whether your program is needed, how well it's implemented, and what difference it makes. That's pretty much it. But there are a huge number of possible small q questions for each of these big Q questions. And if you don't identify the big Q first, your small q's can go down unnecessary or misleading paths.

If you open the can of doing before really knowing what needs to be done—if you ask the small q questions before identifying the big Q question—at best you'll waste time and energy. At worst, you'll be led astray by information that doesn't really tell you what you need to know.

What nonprofit organizations really need to hear is: Before you get your evaluation swagger on and open up a can of assessment doing, ask yourself what one or two things you really need to know. And step away from that can of doing unless you've finished this task!

For more on evaluation basics, come to the next Compassion Kansas workshop on May 20 (1 - 5 p.m.) called "Does Your Program Work? How to Use Simple Evaluation Techniques and Tools to Answer this Question."  Contact Angela Gaughan at 316-978-3843 or angela.gaughan@wichita.edu to register. (Registration is still open, even if the website says otherwise)




Photo courtesy of  J. Stephen Conn