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The People Puzzle:Making the Pieces Fit
Kerry-Anne GiloweyContent Strategy Forum Conference
Frankfurt, 3 July 2014
@kerry_anne
I’m an independent
content strategy consultantHealthcare
Government
Online retail
Financial services
Technology Startups
Volunteer-run associations
Advertising
Web design
I’m an independent
content strategy consultantHealthcare
Government
Online retail
Financial services
Technology Startups
Volunteer-run associations
Advertising
Web design
PEOPLE
PEOPLE
NeedsFears
Vulnerabilities
PassionsStruggles
Past experiences
Agendas
Motivations
Prejudices
Personality quirks
History
We talk about
Our hard skillsOur knowledgeOur experienceOur objectives
We don’t talk about
Our weaknessesOur hangupsOur emotional historyOur hidden agendas
Practical things first
Keep track of people
Image credit: Flickr user tjblackwell
What should you track?
Simple facts? Sure. But also:Your impressionsPersonality traitsSticking points, agendasParticular interests, concerns
For your eyes only.
Do one-on-one sessions
Image credit: Flickr user levendis
Ask questions like these...
What are your processes and tools?What’s working, and what’s not?What does your team look like?What other teams and departments do you work with?Where are the bottlenecks?What are your challenges?
...not these
What are your business requirements?What functionality do you need?What buttons do you want on the admin panel?
The magic sentence
(I have no idea how Kristina can hear anything over that
loud party hat.)
Imag
e co
urte
sy o
f Sea
n Tu
brid
y!
“Tell me more about that.”
Puzzle time!
ToryMarketing Manager
Brought you onto the projectOver-communicatorGoes back on decisionsKeeps you away from her boss
THE SITUATION
ToryMarketing Manager
Her boss doesn’t respect herShe doesn’t know how to defend her ideasAfraid of losing her jobFeels she’s on shaky ground with the advent of digital
WHAT’S GOING ON?
ToryMarketing Manager
Give her digital resourcesDiscuss ways to defend your ideas together in advanceGive her YOUR respect
WHAT CAN YOU DO?
FelixBusiness Analyst
Is inflexibleAsks for inappropriate deliverablesValues deadlines over progressHides behind process, project plans
THE SITUATION
FelixBusiness Analyst
He doesn’t really understand the domain of the projectHe’s afraid that if he deviates he’ll be shown up
THE SITUATIONWHAT’S GOING ON?
FelixBusiness Analyst
Communicate frequentlySet up additional sessions to work through subject matter
THE SITUATIONWHAT CAN YOU DO?
SharonHead of Customer Care
Frequently says, “I’ve been saying that for four years...”Sighs and rolls eyes during meetings when recommendations are made
THE SITUATION
SharonHead of Customer Care
Feels she hasn’t been heard in the past and isn’t going to get the credit she deservesFeels sidelined by the new project, which she doesn’t own
THE SITUATIONWHAT’S GOING ON?
SharonHead of Customer Care
Turn her into an ally Get her on boardGive her credit for her ideas in front of other team members
THE SITUATIONWHAT CAN YOU DO?
KarlDigital Editor
Has worked here for a long timeHelped build current version of websiteSeems uncooperativeTakes a long time to submit work
THE SITUATION
KarlDigital Editor
Feels threatened by negative attention on current siteHe’s struggling with perfectionismDoesn’t like to show his work
THE SITUATIONWHAT’S GOING ON?
KarlDigital Editor
Take time to understand past challenges and historyMake sure he feels heardTreat his deliverables as works in progress, collaborate
THE SITUATIONWHAT CAN YOU DO?
LauraCompliance Officer
Keeps changing copy in ways that are not customer-friendlySees everything in black and white terms
THE SITUATION
LauraCompliance Officer
Afraid of being suedMotivated by doing her job wellSees herself as a champion for compliance
THE SITUATIONWHAT’S GOING ON?
LauraCompliance Officer
Ask for feedback, not revisionsMake a visible effort to understand the regulatory environment
THE SITUATIONWHAT CAN YOU DO?
LeeTechnical Architect
Doesn’t seem to trust youDoesn’t get involved at workshopsSeems condescendingDoesn’t answer your questions in detail
THE SITUATION
LeeTechnical Architect
Has had bad experiences with non-technical people in the pastDeveloped prejudices
THE SITUATIONWHAT’S GOING ON?
LeeTechnical Architect
Demonstrate your technical understanding earlyCreate clear, useful deliverablesAvoid marketing jargon and buzzwords
THE SITUATIONWHAT CAN YOU DO?
SaulStakeholder from HR
Difficult to get hold ofUncooperative during interviews, doesn’t open up at allGives one-word answers or says he doesn’t knowExtremely defensive
THE SITUATION
SaulStakeholder from HR
He’s suspicious of the project and your motivesAfraid that he doesn’t know the answers
THE SITUATIONWHAT’S GOING ON?
SaulStakeholder from HR
Become his friendBe open about the project objectives and your motivesReassure himAsk about things that he knows well to get him comfortable
THE SITUATIONWHAT CAN YOU DO?
Things to look out for
Non-verbal cues
An ongoing conflict
Image credit: Flickr user etolane
Passions and agendas
The silent ones
History
Putting the pieces together
Everyone has their reasons.
Everyone has their reasons.
He’s scared of taking
responsibility.
She’s struggling
with perfectionism.
He’s worried about
looking stupid.
She’s afraid that she’ll
be blamed.
Solving the people puzzle
90%$
Asking why
The rest
Be just as empathic withyour team members and
stakeholders
as you are withyour users and readers.
