Overview of Stakeholder Management Training

1. Philips Lighting University | Product Management Bootcamp | The Netherlands – June 2016

2. Philips Lighting University | Product Management Bootcamp | The Netherlands – June 2016
Stakeholder
management
Self
awareness
Communications
Team skills &
influence
Big Picture | Stakeholder Management
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3. Philips Lighting University | Product Management Bootcamp | The Netherlands – June 2016
Complexity
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4. Philips Lighting University | Product Management Bootcamp | The Netherlands – June 2016
Mapping & Managing
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Who are they?
How important are
they?
How committed are
they now?
How committed do
they need to be?
What actions do I
need to take?
How will I monitor
and measure
success?

5. Let’s Play!
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6. Philips Lighting University | Product Management Bootcamp | The Netherlands – June 2016
Stakeholder Analysis
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Identify
Your Stakeholders
Prioritise
Your Stakeholders
Understand
Your Stakeholders

7. Philips Lighting University | Product Management Bootcamp | The Netherlands – June 2016
Brainstorm who your stakeholders are.
Think of all the people who are affected by your work,
who have influence or power over it, or have an interest
in its successful or unsuccessful conclusion.
The table shows some of the people who might be
stakeholders in your job or in your projects:
Step 1 | Identify your Stakeholders
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EXERCISE!

8. Philips Lighting University | Product Management Bootcamp | The Netherlands – June 2016
Step 1 | Identify your Stakeholders
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EXERCISE!

9. Philips Lighting University | Product Management Bootcamp | The Netherlands – June 2016
Step 2 | Prioritise your Stakeholders
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You may now have a long list of people and organisations
that are affected by your work. Some of these may have
the power either to block or advance. Some may be
interested in what you are doing, others may not care.
Map out your stakeholders on the Stakeholder Quadrants,
and classify them by their power over your work and by
their interest in your work.
EXERCISE!

10. Philips Lighting University | Product Management Bootcamp | The Netherlands – June 201610
Step 2 | Prioritise your Stakeholders

11. Philips Lighting University | Product Management Bootcamp | The Netherlands – June 2016
Step 3 | Understand your Stakeholders
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You now need to know more about your key stakeholders:
how they are likely to feel about and react to your project,
how best to engage them in your project and how best to
communicate with them.
A very good way of answering these questions is to talk to
your stakeholders directly – people are often quite open
about their views, and asking people's opinions is often
the first step in building a successful relationship with
them.

12. Philips Lighting University | Product Management Bootcamp | The Netherlands – June 2016
You can summarise the understanding you have gained on the
Stakeholder Quadrants, so that you can easily see which
stakeholders are expected to be blockers or critics, and which
stakeholders are likely to be advocates and supporters of your
project. A good way of doing this is by color coding: showing
advocates and supporters in green, blockers and critics in red,
and others who are neutral in orange.
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Step 3 | Understand your Stakeholders

13. Philips Lighting University | Product Management Bootcamp | The Netherlands – June 201613
Blockers, Critics & Supporters

14. Philips Lighting University | Product Management Bootcamp | The Netherlands – June 2016
On-the-job Exercise
You can create your own example of Stakeholder Analysis at work –
whether for your current role, a job you want to do, or a new
project.
Conduct a full stakeholder analysis. Ask yourself whether you are
communicating as effectively as you should be with your
stakeholders. What actions can you take to get more from your
supporters or win over your critics?
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EXERCISE!

15. Philips Lighting University | Product Management Bootcamp | The Netherlands – June 2016
• Identify all the stakeholders in the beginning – primary and
secondary
• Ensure all the stakeholders agree on the initiative’s / project’s
deliverables, and their roles – what value / expertise do they bring?
• Get consensus on how to handle changes as they arise. Setting
mutual expectations
• Continually engage stakeholders throughout the process with clear
and effective communication
• Agree on what “done” is – how stakeholders know when their role is
complete
• Finally, don’t forget to empathise with stakeholders
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Tips

16. Philips Lighting University | Product Management Bootcamp | The Netherlands – June 2016
Stakeholder Overview
Stakeholders
job type
Priority
protect, good relation, low priority, monitor
Understanding
blocker, critic, advocate, supporter
Conclusions
actions to be taken
blocker, critic,
advocate,
blocker, critic,
advocate,
blocker, critic,
advocate,
blocker, critic,
advocate,
blocker, critic,
advocate,
blocker, critic,
advocate,
blocker, critic,
advocate,