The Kickstarter Corporate Communication Conundrum

Today I chanced to see an email in which a manager was asking his staff to work for extra hours. Well, ‘asking’ is putting it generously, to be honest. There didn’t seem to be much that was optional about it.

The Kickstarter connection, though: you’ll be familiar with the idea of ‘stretch goals.’ If not, the idea is that the basic target is to make X amount of money, but if we make X + 10%, or whatever, we’ll be able to do these other things. Develop additional features, make the item in more colours, or whatever. My guess is that the term originally comes from sports.

So this email included in the subject the phrase ‘stretch targets.’ Meaning we want you to do more this week/month/whatever, than we originally planned. It was clearly written by someone who thinks that the way to develop software faster is to work your staff to the bone. When in fact that’s much more likely to result in people taking shortcuts and making mistakes.

In this team they’re already working weekends, and now they’re being ‘stretched’ even more. It bodes ill. But perhaps co-opting the language of positive things for something so negative is worse.

The Kickstarter Corporate Communication Conundrum

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