1. NH Hotels Milanofiori, Assago (MI) - 18 Oct. 13
Business Analyst, Project Manager and
Emotional Buy-in
Fabrizio Bolle, Project Leader – Global Ops. Finance EU
GE Global Growth & Operations

2. Buy-in vs. Emotional Buy-in
BUY-IN: We all know what it is
How do we do that?
 Business Case! Numbers, numbers and numbers.
GOOD! WE GOT THE APPROVAL!
IS THIS ENOUGH?
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3. The emotional side of Buy-in (Part I)
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4. PM and BA Roles
A joint game plan is key to success
The Project Manager and the Business Analyst should
partner during the stakeholder analysis which is key to
identify who’s the target of the emotional buy-in efforts.
 Deliverables
 Stakeholder list, roles and responsibilities
 Definition of the project tasks in which the emotional
buy-in will require a specific effort (e.g. solution
validation and approval, communication plan, etc.)
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5. Who’s our target?
Keep
Satisfied
Monitor
Biz
Departments
Project Team
Who’s the target?
Keep
Informed
POWER
Employees
Manage
Closely
INTEREST
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6. Employees
Biz
Departments
Project Team
Who’s the target?
CHANGE AGENT
POWER
Who’s our target? (Revised)
Keep
Satisfied
Manage
Closely
Monitor
Keep
Informed
IMPACT
INTEREST
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7. Innovation Adoption (E. Rogers)
Can we apply Roger’s
model to project and
change management?

8. Stakeholders Analysis
Innovators
1,5%
Early Ad.
13,5%
Early maj.
34%
Late maj.
34%
Laggards
16%
1,5% of our target
population
 Not our target

9. Stakeholders Analysis
Innovators
1,5%
Early Ad.
13,5%
Early maj.
34%
Late maj.
34%
Laggards
16%
Early Adopters
 not our main
target

10. Innovators and Early Adopters
We don’t have to spend
to much time on them,
however we should use
them as “INFLUENCERS”
for the early and late
majority

11. Stakeholders Analysis
Early+Late Majority
Our main target

12. Early and Late Majority
Here is where we play
the game: if we succeed
in getting them “on
board” we’ll have a
booster effect on the
overall project!

13. The driver’s seat
How can we make sure we proactively drive the
change?
We can leverage different studies and apply them to our
activity:
 Communication
 Brain physiology
 Golden Circle – S. Sinek
 Human Interactions
 7 Habits – S. Covey
 5 stages of grief – E. Kübler-Ross

14. The emotional side of Buy-in (Part II)

15. Golden Circle (S. Sinek)
It demonstrates how the function of our limbic brain and the
neocortex directly relate to the way in which people interact
with each other
 We all know WHAT we do
 Some know HOW we do it
 Very few knows WHY we do it

16. Human Interactions (S. Covey)

17. Six Paradigms of Human Interactions
(S. Covey)






Win/Win
Win/Lose
Lose/Win
Lose/Lose
Win
Win/Win or No Deal
Win/Win It's not your way or my way;
it's a better way, a higher way

18. The 5 stages of grief (E. Kübler-Ross)
1.
2.
3.
4.
Denial — "I feel fine."; "This can't be happening, not to me."
Anger — "Why me? It's not fair!"; "Who is to blame?"
Bargaining — "I'll do anything for a few more years."
Depression — "I'm so sad, why bother with anything?"; "I'm going
to die soon so what's the point?"
5. Acceptance — "It's going to be okay."; "I can't fight it, I may as
well prepare for it."

19. Empathic Listening
THE KEY TO EFFECTIVE INTERPERSONAL
COMMUNICATION
4 level of listening: Ignoring, Selective, Attentive, EMPATHIC
Understand each other  we open the doors
of creative solutions and third alternatives
WIN-WIN!
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20. The booster effect
“(Customers) perceptions of an
interaction…are influenced powerfully by
considerations such as its sequence of
painful and pleasurable experiences”
Source: Using Behavioral Science To Improve The Customer Experience McKinsey Quarterly, January 2012
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21. Thank you
Fabrizio Bolle, Project Leader – Global Ops. Finance EU
fabrizio.bolle@ge.com
GE Global Growth & Operations