ABSTRACT
Effectiveness is about creating beneficial outcomes. Although many leaders understand the need to concentrate on effectiveness, there are still significant pressures to focus on results relating to shorter term efficiency. This chapter clarifies the difference between effectiveness and efficiency, exploring the connection between the two and highlighting why effectiveness is so important. There is a dissonance between understanding that longer term outcomes are paramount and having to emphasise activity relating to achieving short term goals in response to expectations from stakeholders. The reasons for this tension are analysed, setting the scene for later chapters which describe approaches for tackling the problem.
