Taking a Snowball through Hell - The politics of governance, decision-making and ownership

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As presented by Carolyn Clarke at cmf2006 - the J. Boye conference for web & intranet professionals held in Aarhus, Denmark in 2006

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Taking a Snowball through Hell - The politics of governance, decision-making and ownership

  1. 1. ADD PRESENTATION TITLE HERE (GO TO: VIEW / MASTER / SLIDE MASTER TO AMEND)ADD PRESENTER’S NAME HERE / ADD DATE HERE© Copyright EDF Energy. All rights reserved.Taking a Snowballthrough HellThe politics of governance,decision-making and ownership
  2. 2. TAKING A SNOWBALL THROUGH HELLCarolyn Clarke© Copyright EDF Energy plc. All rights reserved. 2006.Where you want to get toYou
  3. 3. TAKING A SNOWBALL THROUGH HELLCarolyn Clarke© Copyright EDF Energy plc. All rights reserved. 2006.Where you want to get toYouA good-looking,user-friendly,inexpensivewebsite
  4. 4. TAKING A SNOWBALL THROUGH HELLCarolyn Clarke© Copyright EDF Energy plc. All rights reserved. 2006.What stops you from getting thereYouA good-looking,user-friendly,inexpensivewebsitepride
  5. 5. TAKING A SNOWBALL THROUGH HELLCarolyn Clarke© Copyright EDF Energy plc. All rights reserved. 2006.What stops you from getting thereYouA good-looking,user-friendly,inexpensivewebsitepridefear
  6. 6. TAKING A SNOWBALL THROUGH HELLCarolyn Clarke© Copyright EDF Energy plc. All rights reserved. 2006.What stops you from getting thereYouA good-looking,user-friendly,inexpensivewebsitepridefearbewilderment
  7. 7. TAKING A SNOWBALL THROUGH HELLCarolyn Clarke© Copyright EDF Energy plc. All rights reserved. 2006.What stops you from getting thereYouA good-looking,user-friendly,inexpensivewebsitepridefearbewildermentineptitude
  8. 8. TAKING A SNOWBALL THROUGH HELLCarolyn Clarke© Copyright EDF Energy plc. All rights reserved. 2006.What stops you from getting thereYouA good-looking,user-friendly,inexpensivewebsitepridefearbewildermentineptitudeignorance
  9. 9. TAKING A SNOWBALL THROUGH HELLCarolyn Clarke© Copyright EDF Energy plc. All rights reserved. 2006.What stops you from getting thereYouA good-looking,user-friendly,inexpensivewebsitepridefearbewildermentineptitudeignoranceimpatience
  10. 10. TAKING A SNOWBALL THROUGH HELLCarolyn Clarke© Copyright EDF Energy plc. All rights reserved. 2006.What stops you from getting thereYouA good-looking,user-friendly,inexpensivewebsitepridefearbewildermentineptitudeignoranceimpatiencedespair
  11. 11. TAKING A SNOWBALL THROUGH HELLCarolyn Clarke© Copyright EDF Energy plc. All rights reserved. 2006.What you can do about itTackle those feelingsIf every problem (financial, strategic, timetabling, resources) issolved but these feelings are not dealt with, you will not get toyour goal
  12. 12. TAKING A SNOWBALL THROUGH HELLCarolyn Clarke© Copyright EDF Energy plc. All rights reserved. 2006.What you can do about itTackle those feelingsIf every problem (financial, strategic, timetabling, resources) issolved but these feelings are not dealt with, you will not get toyour goal, which isa good-looking, user-friendly, inexpensive website
  13. 13. TAKING A SNOWBALL THROUGH HELLCarolyn Clarke© Copyright EDF Energy plc. All rights reserved. 2006.What you can do about itTackle those feelingsIf every problem (financial, strategic, timetabling, resources) issolved but these feelings are not dealt with, you will not get toyour goal, which isa good-looking, user-friendly, inexpensive websitebecause these feelings will slow down, hinder, trip up, deflector even de-rail your project.
  14. 14. TAKING A SNOWBALL THROUGH HELLCarolyn Clarke© Copyright EDF Energy plc. All rights reserved. 2006.Tackling those feelingsThink about your stakeholders
  15. 15. TAKING A SNOWBALL THROUGH HELLCarolyn Clarke© Copyright EDF Energy plc. All rights reserved. 2006.Tackling those feelingsThink about your stakeholders■ Owner/sponsor■ Customers■ Suppliers■ Content providers■ IT■ Business areas
  16. 16. TAKING A SNOWBALL THROUGH HELLCarolyn Clarke© Copyright EDF Energy plc. All rights reserved. 2006.Tackling those feelingsThink about your stakeholders■ Owner/sponsor■ Customers■ Suppliers■ Content providers■ IT■ Business areas
  17. 17. TAKING A SNOWBALL THROUGH HELLCarolyn Clarke© Copyright EDF Energy plc. All rights reserved. 2006.Tackling those feelingsThink about your stakeholders■ Owner/sponsor■ Customers■ Suppliers■ Content providers■ IT■ Business areasPersonas
  18. 18. TAKING A SNOWBALL THROUGH HELLCarolyn Clarke© Copyright EDF Energy plc. All rights reserved. 2006.Tackling those feelingsThink about your stakeholders■ Owner/sponsor■ Customers■ Suppliers■ Content providers■ IT■ Business areasPersonas‘Personas representbehaviour patterns’
  19. 19. TAKING A SNOWBALL THROUGH HELLCarolyn Clarke© Copyright EDF Energy plc. All rights reserved. 2006.Tackling those feelingsThink about your stakeholders■ Owner/sponsor■ Customers■ Suppliers■ Content providers■ IT■ Business areasPersonas- Suzy Homemaker- Bob Businessman- Rita Retiredperson- Stefan Student
  20. 20. TAKING A SNOWBALL THROUGH HELLCarolyn Clarke© Copyright EDF Energy plc. All rights reserved. 2006.Tackling those feelingsThink about your stakeholders■ Owner/sponsor■ Suppliers■ Content providers■ IT■ Business areasPersonas
  21. 21. TAKING A SNOWBALL THROUGH HELLCarolyn Clarke© Copyright EDF Energy plc. All rights reserved. 2006.Tackling those feelingsThink about your stakeholders■ Owner/sponsor■ Suppliers■ Content providers■ IT■ Business areasPersonas ‘personas representbehaviour patterns’
  22. 22. TAKING A SNOWBALL THROUGH HELLCarolyn Clarke© Copyright EDF Energy plc. All rights reserved. 2006.Tackling those feelingsThink about your stakeholders■ Owner/sponsor■ Suppliers■ Content providers■ IT■ Business areas- Otto Owner- Frederica Finance Officer- David Designer- Sudhir Supplierofcms- Charles Contentprovider- Ivan IT-techperson- Brigit Businessmanager- Sofia Secretary- Eric Executive- Tom Techteamleader- Michael Marketing- Chirag Customersupport
  23. 23. TAKING A SNOWBALL THROUGH HELLCarolyn Clarke© Copyright EDF Energy plc. All rights reserved. 2006.Tackling those feelingsMake personas for them■ Owner/sponsor■ Suppliers■ Content providers■ IT■ Business areas- Tom Top-Brass- Shirin Supplier- Clare Contentprovider- Ivan IT-techperson- Marcel Manager- Dan Designer- Winnie Workerbee
  24. 24. TAKING A SNOWBALL THROUGH HELLCarolyn Clarke© Copyright EDF Energy plc. All rights reserved. 2006.Tackling those feelingsFind each persona’s emotional sore spotTom Top-BrassShirin SupplierClare ContentproviderIvan IT-techpersonMarcel ManagerDan DesignerWinnie WorkerbeeBewildermentFearDespairImpatienceIgnorancePrideIneptitudeWhat’s this web thingie anyway?We’ll be sunk if this failsI’ll never get it all doneThis project is run by idiotsWhat’s the point of this?My design is going to be ruinedIt’s too complicated for me
  25. 25. TAKING A SNOWBALL THROUGH HELLCarolyn Clarke© Copyright EDF Energy plc. All rights reserved. 2006.Tackling those feelingsSolve each persona’s emotional sore spotTom Top-Brass What’s this web thingie anyway?■ Why the new website will add to his bottom line (facts andfigures)■ Why websites matter to his customers (analysis from similarindustries)■ Why it will strengthen his own position (gains from web = hislustre)Once he accepts, he owns.Once he owns, he can help constructively with decision-making
  26. 26. TAKING A SNOWBALL THROUGH HELLCarolyn Clarke© Copyright EDF Energy plc. All rights reserved. 2006.Tackling those feelingsSolve each persona’s emotional sore spotShirin Supplier We’ll be sunk if this fails■ Demonstrate to him your commitment to timescales■ Be seen to be proactive in solving problems at your end■ Be clear to him that you are denying yourself scope creepOnce he accepts, he owns.Once he owns, he can help constructively with decision-making
  27. 27. TAKING A SNOWBALL THROUGH HELLCarolyn Clarke© Copyright EDF Energy plc. All rights reserved. 2006.Tackling those feelingsSolve each persona’s emotional sore spotClare Contentprovider I’ll never get it all done■ Clarify with her early what she needs to do■ Let her know the timetable and where her tasks fit in■ Get her to plan her resources (editors, organisers,proofreaders)Once she accepts, she owns.Once she owns, she can help constructively with decision-making
  28. 28. TAKING A SNOWBALL THROUGH HELLCarolyn Clarke© Copyright EDF Energy plc. All rights reserved. 2006.Tackling those feelingsSolve each persona’s emotional sore spotIvan IT-techperson This project is run by idiots■ Get him talking to the CMS vendor from the start■ Show him why you are making the choices you are■ Ask him to plan the post-project technical supportOnce he accepts, he owns.Once he owns, he can help constructively with decision-making
  29. 29. TAKING A SNOWBALL THROUGH HELLCarolyn Clarke© Copyright EDF Energy plc. All rights reserved. 2006.Tackling those feelingsSolve each persona’s emotional sore spotMarcel Manager What’s the point of this?■ Show him how the website will help his department or area■ Demonstrate how it will gain him efficiencies (facts and figures)■ Remind him that being involved in a successful project helpshis careerOnce he accepts, he owns.Once he owns, he can help constructively with decision-making
  30. 30. TAKING A SNOWBALL THROUGH HELLCarolyn Clarke© Copyright EDF Energy plc. All rights reserved. 2006.Tackling those feelingsSolve each persona’s emotional sore spotDan Designer My design is going to be ruined■ Make sure that he knows that your changes to his design arejustified by customer needs■ Get him talking to the CMS supplier and to IT from the start■ Schedule him to do a final analysis of the website for the topbrass: the designer’s last chance to blow his own hornOnce he accepts, he owns.Once he owns, he can help constructively with decision-making
  31. 31. TAKING A SNOWBALL THROUGH HELLCarolyn Clarke© Copyright EDF Energy plc. All rights reserved. 2006.Tackling those feelingsSolve each persona’s emotional sore spotWinnie Workerbee It’s too complicated for me■ Ask for her input on the purpose of the website■ Listen to her advice on how things are done■ Get her estimates on the time she have to do work, pre-launchand post-launch■ Make sure she has training and after-training support■ Never forget herOnce she accepts, she owns.Once she owns, she can help constructively with decision-making
  32. 32. TAKING A SNOWBALL THROUGH HELLCarolyn Clarke© Copyright EDF Energy plc. All rights reserved. 2006.No web utopiaSolving emotional issues in ways that makes each person feellike an owner helps each person to commit to making decisionsand to stick by them.
  33. 33. TAKING A SNOWBALL THROUGH HELLCarolyn Clarke© Copyright EDF Energy plc. All rights reserved. 2006.No web utopiaSolving emotional issues in ways that makes each person feellike an owner helps each person to commit to making decisionsand to stick by them.But you can’t solve everything
  34. 34. TAKING A SNOWBALL THROUGH HELLCarolyn Clarke© Copyright EDF Energy plc. All rights reserved. 2006.No web utopiaSolving emotional issues in ways that makes each person feellike an owner helps each person to commit to making decisionsand to stick by them.But you can’t solve everything. . . so proactively analyse the emotional issues you haveidentified via the personas and prioritise them by the impactthey will have on the project.
  35. 35. TAKING A SNOWBALL THROUGH HELLCarolyn Clarke© Copyright EDF Energy plc. All rights reserved. 2006.Prioritising problems■ What emotional issues will slow down the project?
  36. 36. TAKING A SNOWBALL THROUGH HELLCarolyn Clarke© Copyright EDF Energy plc. All rights reserved. 2006.Prioritising problems■ What emotional issues will slow down the project?Those of workers, content owners, marketers, designer,managers
  37. 37. TAKING A SNOWBALL THROUGH HELLCarolyn Clarke© Copyright EDF Energy plc. All rights reserved. 2006.Prioritising problems■ What emotional issues will slow down the project?Those of workers, content owners, marketers, designer,managers■ What emotional issues will deflect the project into deliveringsomething other than your own goal?
  38. 38. TAKING A SNOWBALL THROUGH HELLCarolyn Clarke© Copyright EDF Energy plc. All rights reserved. 2006.Prioritising problems■ What emotional issues will slow down the project?Those of workers, content owners, marketers, designer,managers■ What emotional issues will deflect the project into deliveringsomething other than your own goal?Those of your supplier, IT, managers, designer,owner/sponsor/top brass, designer
  39. 39. TAKING A SNOWBALL THROUGH HELLCarolyn Clarke© Copyright EDF Energy plc. All rights reserved. 2006.Prioritising problems■ What emotional issues will slow down the project?Those of workers, content owners, marketers, designer,managers■ What emotional issues will deflect the project into deliveringsomething other than your own goal?Those of your supplier, IT, managers, designer,owner/sponsor/top brass, designer■ What emotional issues will stop the project?
  40. 40. TAKING A SNOWBALL THROUGH HELLCarolyn Clarke© Copyright EDF Energy plc. All rights reserved. 2006.Prioritising problems■ What emotional issues will slow down the project?Those of workers, content owners, marketers, designer,managers■ What emotional issues will deflect the project into deliveringsomething other than your own goal?Those of your supplier, IT, managers, designer,owner/sponsor/top brass, designer■ What emotional issues will stop the project?Those of IT, owner/sponsor/top brass
  41. 41. TAKING A SNOWBALL THROUGH HELLCarolyn Clarke© Copyright EDF Energy plc. All rights reserved. 2006.Prioritising problemsPrioritising issues to address must be in order of their impact on theweb project.Don’t get distracted by the urgent.Keep your eye on the important players:
  42. 42. TAKING A SNOWBALL THROUGH HELLCarolyn Clarke© Copyright EDF Energy plc. All rights reserved. 2006.Prioritising problemsPrioritising issues to address must be in order of their impact on theweb project.Don’t get distracted by the urgent.Keep your eye on the important players:1. IT, the project owner/sponsor, and the top brass(can stop it)
  43. 43. TAKING A SNOWBALL THROUGH HELLCarolyn Clarke© Copyright EDF Energy plc. All rights reserved. 2006.Prioritising problemsPrioritising issues to address must be in order of their impact on theweb project.Don’t get distracted by the urgent.Keep your eye on the important players:1. IT, the project owner/sponsor, and the top brass(can stop it)2. Your supplier, designer and business managers(can deflect it)
  44. 44. TAKING A SNOWBALL THROUGH HELLCarolyn Clarke© Copyright EDF Energy plc. All rights reserved. 2006.Prioritising problemsPrioritising issues to address must be in order of their impact on theweb project.Don’t get distracted by the urgent.Keep your eye on the important players:1. IT, the project owner/sponsor, and the top brass(can stop it)2. Your supplier, designer and business managers(can deflect it)3. Workers, content owners, marketers(can slow it)
  45. 45. TAKING A SNOWBALL THROUGH HELLCarolyn Clarke© Copyright EDF Energy plc. All rights reserved. 2006.Prioritising problemsDeal with the important players by remembering the persona thatrepresents their behaviour, and address those emotions
  46. 46. TAKING A SNOWBALL THROUGH HELLCarolyn Clarke© Copyright EDF Energy plc. All rights reserved. 2006.Prioritising problemsDeal with the important players by remembering the persona thatrepresents their behaviour, and address those emotions1. IT, the project owner/sponsor, and the top brassUse facts, figures, competitor analyses, and their own strategy
  47. 47. TAKING A SNOWBALL THROUGH HELLCarolyn Clarke© Copyright EDF Energy plc. All rights reserved. 2006.Prioritising problemsDeal with the important players by remembering the persona thatrepresents their behaviour, and address those emotions1. IT, the project owner/sponsor, and the top brassUse facts, figures, competitor analyses, and their own strategy2. Your supplier, designer and business managersUse timetables, business gains and your commitment to them
  48. 48. TAKING A SNOWBALL THROUGH HELLCarolyn Clarke© Copyright EDF Energy plc. All rights reserved. 2006.Prioritising problemsDeal with the important players by remembering the persona thatrepresents their behaviour, and address those emotions1. IT, the project owner/sponsor, and the top brassUse facts, figures, competitor analyses, and their own strategy2. Your supplier, designer and business managersUse timetables, business gains and your commitment to them3. Workers, content owners, marketersUse a clear goal, timetables, and create buy-in by involvingthem from the start
  49. 49. TAKING A SNOWBALL THROUGH HELLCarolyn Clarke© Copyright EDF Energy plc. All rights reserved. 2006.In the endIt isn’t about solving all the emotional issues
  50. 50. TAKING A SNOWBALL THROUGH HELLCarolyn Clarke© Copyright EDF Energy plc. All rights reserved. 2006.In the endIt isn’t about solving all the emotional issues.It’s about solving as many important ones as you can.
  51. 51. TAKING A SNOWBALL THROUGH HELLCarolyn Clarke© Copyright EDF Energy plc. All rights reserved. 2006.In the endIt isn’t about solving all the emotional issues.It’s about solving as many important ones as you can.Your website depends on you. Be a safe pair of hands.
  52. 52. TAKING A SNOWBALL THROUGH HELLCarolyn Clarke© Copyright EDF Energy plc. All rights reserved. 2006.Be a safe pair of hands, if you can, but...While you can persona your colleagues until you are blue in theface, but what happens when:1. you dont have total project control, or2. you are project manager for a powerless sponsor?
  53. 53. ADD PRESENTATION TITLE HERE (GO TO: VIEW / MASTER / SLIDE MASTER TO AMEND)ADD PRESENTER’S NAME HERE / ADD DATE HERE© Copyright EDF Energy. All rights reserved.THANK YOU

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