Stakeholder Analysisfor the Unafraid

May 17, 2012Dave Manningsmith

@manningsmith

WHAT IS STAKEHOLDER ANALYSIS?What do you think?

How would you define it?

• Is it formal or informal?• What are the steps?• Any specific methodologies?

Standard 2x2 Grid

Keep Satisfied

ManageClosely

Monitor(Minimum Effort)

KeepInformed

High

High

Low

Low

Power

Interest

How many of you use it?

• Is it part of your routine?• Examples of Stakeholder Analysis failures?• Examples of Stakeholder Analysis saving the

day?

Why do you use it?

• What are the goals?• How have you seen it used?• What intentions are involved?

WHAT’S WRONG WITH STAKEHOLDER ANALYSIS?

Intent

The way people approach it is flawed.

• It’s based on Us versus Them.• It treats people as objects and obstacles.• The intentions are counter-productive.

Typically Flawed Approach

Keep Satisfied

ManageClosely

Monitor(Minimum Effort)

KeepInformed

High

High

Low

Low

Power

Interest

• Kate (neutralize)

• Joel (discredit)

• John (convince)

• Bob (block)

• Jason (involve)

• Howard (Influence)

• Rob (manage)

• Elijah (marginalize)

• Mike (co-opt)

• Exec X (avoid)

• Sarah (persuade)

• Albert (manipulate)

• Miles (challenge)

• Alan (outmaneuver)

• Chris (negate)

• Frank (handle)

• Stan (obsolesce)

• Peter (undermine)

• Mary (eradicate)• Lulu (eliminate)

WHAT’S THE ALTERNATIVE?Stakeholder Analysis for the Unafraid

Take away the need for it.

• What would it take to stop the Us versus Them?

• How could you navigate the craziest politics?• How could you deal with the most horrible

stakeholders?

Let me tell you a story.

• Kate• Joel• Exec X

Lesson # 1: Care

• View everyone as valuable.• Bring good intent to every action you take.• Fall in love, especially with ‘tough

stakeholders’.

Lesson # 2: Connect

• Be vulnerable. Stop posturing.• Be sincere. Be present.• Build rapport. Become an honorary member

of their tribe.

Lesson # 3: Collaborate

• Listen. Where are they coming from?• Be open to being wrong.• Focus on what matters.

Alternative Grid

CareConnect

Collaborate

High

High

Low

Low

Power

Interest

THANK YOU!Connect with me on Twitter. I’m @manningsmith.