Knowledge workers bring far more than just their intellectual skills to a project. They bring their fears, their prejudices, their motivations, their emotional history, and their personalities to the table too. At kick-off meetings we openly discuss our roles and skill sets, but these other intangible things are never exposed. Yet the way that stakeholders and team members interact with one another is almost certain to have a greater impact on the success of your project than which CMS you choose or what goes into your style guide. Of course content strategists don’t have the monopoly on people skills, but because of the highly cross-departmental nature of our work, we really do need to put in a little extra effort. Whether you’re working in-house or as a consultant, you need to learn to read people’s motivations, understand when and why they might be operating out of fear, make sure they feel heard, and keep your team connected. Presented at Content Strategy Forum 2014 in Frankfurt on 3 July 2014 - http://www.csforum2014.com/events/people-puzzle/
Text of The People Puzzle: Making the Pieces Fit
The People Puzzle: Making the Pieces Fit Kerry-Anne Gilowey Content Strategy Forum Conference Frankfurt, 3 July 2014 @kerry_anne
Im an independent content strategy consultantHealthcare Government Online retail Financial services Technology Startups Volunteer-run associations Advertising Web design
Im an independent content strategy consultantHealthcare Government Online retail Financial services Technology Startups Volunteer-run associations Advertising Web design PEOPLE
PEOPLE Needs Fears Vulnerabilities Passions Struggles Past experiences Agendas Motivations Prejudices Personality quirks History
We talk about Our hard skills Our knowledge Our experience Our objectives
We dont talk about Our weaknesses Our hangups Our emotional history Our hidden agendas
Practical things rst
Keep track of people Image credit: Flickr user tjblackwell
What should you track? Simple facts? Sure. But also: Your impressions Personality traits Sticking points, agendas Particular 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? Whats working, and whats 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.) ImagecourtesyofSeanTubridy! Tell me more about that.
Tory Marketing Manager Brought you onto the project Over-communicator Goes back on decisions Keeps you away from her boss THE SITUATION
Tory Marketing Manager Her boss doesnt respect her She doesnt know how to defend her ideas Afraid of losing her job Feels shes on shaky ground with the advent of digital WHATS GOING ON?
Tory Marketing Manager Give her digital resources Discuss ways to defend your ideas together in advance Give her YOUR respect WHAT CAN YOU DO?
Felix Business Analyst Is inflexible Asks for inappropriate deliverables Values deadlines over progress Hides behind process, project plans THE SITUATION
Felix Business Analyst He doesnt really understand the domain of the project Hes afraid that if he deviates hell be shown up THE SITUATION WHATS GOING ON?
Felix Business Analyst Communicate frequently Set up additional sessions to work through subject matter THE SITUATION WHAT CAN YOU DO?
Sharon Head of Customer Care Frequently says, Ive been saying that for four years... Sighs and rolls eyes during meetings when recommendations are made THE SITUATION
Sharon Head of Customer Care Feels she hasnt been heard in the past and isnt going to get the credit she deserves Feels sidelined by the new project, which she doesnt own THE SITUATION WHATS GOING ON?
Sharon Head of Customer Care Turn her into an ally Get her on board Give her credit for her ideas in front of other team members THE SITUATION WHAT CAN YOU DO?
Karl Digital Editor Has worked here for a long time Helped build current version of website Seems uncooperative Takes a long time to submit work THE SITUATION
Karl Digital Editor Feels threatened by negative attention on current site Hes struggling with perfectionism Doesnt like to show his work THE SITUATION WHATS GOING ON?
Karl Digital Editor Take time to understand past challenges and history Make sure he feels heard Treat his deliverables as works in progress, collaborate THE SITUATION WHAT CAN YOU DO?
Laura Compliance Officer Keeps changing copy in ways that are not customer-friendly Sees everything in black and white terms THE SITUATION
Laura Compliance Officer Afraid of being sued Motivated by doing her job well Sees herself as a champion for compliance THE SITUATION WHATS GOING ON?
Laura Compliance Officer Ask for feedback, not revisions Make a visible effort to understand the regulatory environment THE SITUATION WHAT CAN YOU DO?
Lee Technical Architect Doesnt seem to trust you Doesnt get involved at workshops Seems condescending Doesnt answer your questions in detail THE SITUATION
Lee Technical Architect Has had bad experiences with non- technical people in the past Developed prejudices THE SITUATION WHATS GOING ON?
Lee Technical Architect Demonstrate your technical understanding early Create clear, useful deliverables Avoid marketing jargon and buzzwords THE SITUATION WHAT CAN YOU DO?
Saul Stakeholder from HR Difficult to get hold of Uncooperative during interviews, doesnt open up at all Gives one-word answers or says he doesnt know Extremely defensive THE SITUATION
Saul Stakeholder from HR Hes suspicious of the project and your motives Afraid that he doesnt know the answers THE SITUATION WHATS GOING ON?
Saul Stakeholder from HR Become his friend Be open about the project objectives and your motives Reassure him Ask about things that he knows well to get him comfortable THE SITUATION WHAT CAN YOU DO?
Things to look out for
An ongoing conict Image credit: Flickr user etolane
Passions and agendas
The silent ones
Putting the pieces together
Everyone has their reasons.
Everyone has their reasons. Hes scared of taking responsibility. Shes struggling with perfectionism. Hes worried about looking stupid. Shes afraid that shell be blamed.
Solving the people puzzle 90%$ Asking why The rest
Be just as empathic with your team members and stakeholders as you are with your users and readers.