Evaluators are equipped to ask and answer some pretty complex questions. We are not afraid to tackle abstract ideas and make sense of messy data. However, there is one question that can be tough to succinctly answer - what is evaluation?

Recently I was asked by a client about an “evaluation literacy course” for its board. The client’s board members had just attended a strategic planning day and through that discussion felt they needed some “education on evaluation and metrics.” On one hand I thought “bravo, they want to know more about evaluation!”; on the other hand I thought “shit…., I’ve totally failed them as their evaluator – what have I been missing?”