Stuck in the Middle: Mastering Stakeholder Management

Getting things done requires more than sheer force of will. It requires cooperation and collaboration from a number of stakeholders. These stakeholders often have conflicting goals, and balancing the needs of a variety of roles often feels overwhelming.

To make a true impact, we have to be able to avoid simply being another person saying yes to the HiPPO in the room, or bending to the will of the squeakiest wheel on the team. This talk will discuss how to intentionally manage your stakeholders like a product, and use your skill of influence to drive the organisation in a positive direction.

Transcript

1. Mastering Stakeholder Management Emily Tate @thedailyem Stuck in the Middle
2. @thedailyem
3. @thedailyem
4. “We humans are far more focused on threat than we are the potential of positive outcomes” Julia Whitney
 Whitney and Associates
 @thedailyem
5. Stakeholder Management = People Management @thedailyem
6. People Management = HARD @thedailyem
7. Who are your stakeholders? @thedailyem
8. Leadership Sales Team Marketing Team Development Team UX Team Legal, Security & Regulatory Some Dude on Twitter @thedailyem
9. Each Stakeholder Frames the World Through Their Own Bias @thedailyem
10. They Often Have Conflicting Views @thedailyem
11. We Have to Find the Balance @thedailyem
12. If your process is a product, your stakeholders are your users @thedailyem
13. 1. Identify Your Stakeholders But recognize they’re not all equal @thedailyem
14. Stakeholder Onion Monitor Manage Closely Keep Satisfied Keep Informed @thedailyem
15. Product & Design Development Marketing Legal Emily Eli Josh Andrew Sanusha Lauren Joe Kent Suzie Kyle Jean David Jackie Carolyn @thedailyem
16. 2. Interview Your Stakeholders @thedailyem
17. Who: 5-10 key stakeholders When: At the beginning of any large effort, or when you sense misalignment How long: 30-45 minutes Stakeholder Interviews @thedailyem
18. • Tell me what you know about this project. • What are your goals for this project? • What are your biggest fears about this project? • How would you like to be kept updated? • What problems are you the right person to solve? Stakeholder Interviews @thedailyem
19. Synthesize notes from interviews and craft communication strategies @thedailyem
20. 3. Communicate Regularly @thedailyem
21. Core Team High-Touch Low-Touch • Goals Alignment • Contributor/user of tracking tools • Daily standup • Weekly retros • Regular ad hoc conversations • Goals Alignment • Access to tracking tools • Weekly update meeting • Weekly update email • Frequent ad hoc conversations • Goals Alignment • Weekly update email • Weekly email • Ad hoc conversations when they have questions Sample Communication Plan @thedailyem
22. Common Mistakes @thedailyem
23. Not Having Alignment on Goals @thedailyem
24. Every project needs clear, prioritized goals @thedailyem
25. Who: Core team, key stakeholders, naysayers When: At the beginning of any large effort, or when you sense misalignment How long: 1-2 hours Goals Alignment Workshop @thedailyem
26. Lack of Transparency @thedailyem
27. What is Actually Happening: Week 1: ✅ Week 2: ✅ Week 3: ✅ Week 4: ✅ Week 5: ✅ Week 6: ✅ Week 1: ✅ Week 2: ⚠ Week 3: ⁉ Week 4: Week 5: Week 6: My Scorecard Shows: @thedailyem
29. Transparency Builds Trust @thedailyem
30. Own the good, the bad, and the ugly. @thedailyem
31. Falling Prey to the HiPPO @thedailyem
32. Fight the “Swoop and Poop” • Communicate early and often • Data-driven decisions • Own your product • Return to goals @thedailyem
33. Not Knowing What Battles to Pick @thedailyem
34. You don’t have to win every battle the first time @thedailyem
35. Not Handling Angry People @thedailyem
36. Step 1: Exit the Situation (if possible) @thedailyem
37. Use Your 5 Whys Why are they angry? We scheduled a meeting without telling them They had been designated primary contact When someone asked and they didn’t know, they looked like they weren’t doing their job It hurt their credibility @thedailyem
38. “Help me understand why this upset you.” @thedailyem
39. Once you understand the why, plan your next steps @thedailyem
40. Sometimes people are just jerks. Take care of yourself. @thedailyem
41. Let’s Talk Politics @thedailyem
42. It’s not playing politics. It’s having empathy. @thedailyem
43. Building Great Products is a Team Sport @thedailyem
44. You Need Your Stakeholders on Your Side @thedailyem
45. Strong stakeholder management can be the difference between a good leader and a great one. @thedailyem
46. Emily Tate US General Manager, Mind the Product Twitter: @thedailyem LinkedIn: /thedailyem