Stakeholder Engagement & Co-Creation: Reducing Project Risk

Stakeholder Engagement & Co-Creation
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NJ PMI Chapter
Business-Savvy Project Management
May 3, 2010

Stakeholder Engagement & Co-Creation:
Reducing Project Risks

Jenny Ambrozek,
Participation Architect &

Victoria G. Axelrod,
Organization Strategist

http://c21org.typepad.com 914-478-1074 & 212-369-2885
PMI NJ Symposium Presentation
1
© SageNet LLC & Axelrod Becker Consulting 2010 May 3, 2010

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net∞WORK Mindset Required

© SageNet LLC & Axelrod Becker Consulting 2010

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Organizations as Complex Networks

Value Networks
Customer Co- Creation Partner Networks

Knowledge Networks
Supply Chains
Industry Groups
Innovation
Communities of Practice

High Performers

Alumni Networks

Business value is created through interaction.
Relationships build capital.

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Application

1. Why projects fail?

2. Case for Co-creation and net∞WORK

3. Personal Network Drawing & Discussion

4. 7 Project Co-creation Essentials

Hash Tag # PMINJSEC


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What Common Factors Cause
Projects to Fail?

Discussion


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Any Project Starts with Business Strategy


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Co-Created Project Road Map

User/Audience

Marketing

Investors Development Team

Concept

Management Team


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Why Projects Fail?
Networks not Working

People, Roles, Stakeholders Internal & External,
Content & Information Flow
b

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Facebook Groups in Business Investigation

10

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Francois
Eric Edelstein Gossieaux Adam Kovitz
Dave Duarte eSquared RNIA Niki Lambropoulos Kimberly Samaha
Jenni Beattie Ray Cha Huddlemind Marketing 2.0 Sustainable Energy
Hellenes Educators
Network PR CScout London Jewish
,

Participating Facebook Groups & Owners

People Make Projects Succeed •10 participating Facebook
Groups

•6 countries, 4 continents

•6 real world entities on
Facebook
•retail chain, software venture, trend
consultancy, think tank, PR
company, real world organization
Jenny Ambrozek Bill Anderson Victoria Axelrod
21stCenturyOrganization 21stCenturyOrganization •4 only- on- Facebook ventures
Conveners

Patti Anklam Jill Howell Josh Katinger Jeffrey Keefer Danielle Ravich

Advisors and Analysts

Projects Run on NJ Symposium Presentation
PMI
Relationships
11

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Wikisourcing Sustainable Enterprises

2009

“Building a virtual
Sustainable Enterprise Network library of business
Connecting practitioners and
thought leaders via Ning cases for sustainable
practices”
~ SEN Member
12
2008

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Diverse Talent
13

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Project Network Drawing Exercise

Network Identification & Analysis


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Networks Understanding Grows


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Thought Leaders
Marc Smith Wayne Baker
Wayne Baker Barry Wellman
Barry Wellman Steve Borgatti
Steve Borgatti
Microsoft Research Social Capital
Social Capital University of Toronto
University of Toronto University o Maryland
University o Maryland
NodeXL Uni Michigan
Uni Michigan Networked individualism
Networked individualism UCINet 1988
UCINet 1988
Mark Newman
Mark Newman Ronald Burt
Ronald Burt David Easley &
David Easley & Duncan Watts
Uni, of Michigan Uni. of Chicago
Uni, of Michigan Uni. of Chicago Jon Kleinberg
Jon Kleinberg Duncan Watts
Verna Allee
Verna Allee Networks 2010 Structural Holes 1992 Cornell Uni. Six Degrees 2003
Six Degrees 2003
Networks 2010 Structural Holes 1992 Cornell Uni.
Value Networks Yahoo Research
Value Networks Networks 2010
Networks 2010 Yahoo Research
Ranjay Gulati
Ranjay Gulati
Northwestern
Northwestern Valdis Krebs
Valdis Krebs David Krackhardt
Relationship assets Inflow 1990 David Krackhardt
Relationship assets Inflow 1990 Carnegie Mellon
Carnegie Mellon
Mark Granovetter Stanford “The Company Behind
“The Company Behind
Mark Granovetter Stanford
University
University Rob Cross
Rob Cross
the Chart” HBR 1993-
the Chart” HBR 1993-
Silicon Valley Networks 2000
Silicon Valley Networks 2000 UVA Network Roundtable
UVA Network Roundtable
Strength of Weak Ties 1974
Strength of Weak Ties 1974 Survey software
Survey software
“The Hidden Power of Social
“The Hidden Power of Social
John Seely Brown
John Seely Brown Networks” 2003
XEROX PARC Networks” 2003
XEROX PARC IKO 2000
IKO 2000
1995 “People are the
1995 “People are the
Company: Fast
Company: Fast
Company”
Company” Moreno-
1931- Sociogram
16

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Network Analysis Reduces Project Risks

•Visualizes
communication flows Structural Holes

Weak Ties
• Maps shared
Strong Ties
understanding
Hub Connector
• Pinpoints strong &
Core
weak centers of Broker

knowledge

17

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Networks in Your Work Exercises

Project Network Drawing & Examination


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Social Capital

The sum of all of an organization's
relationships through individual
networks.

Project managing with a
network mindset builds
social capital and reduces
project risk.


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A Network Mindset & Co-Creation
Increase Project Success

© SageNet LLC & Axelrod Becker Consulting 2010 .V. G. Axelrod 2010 Visit the 21st Century Organization blog to learn more

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=
Proprietary

Focus Group
Collected Intelligence
Crowdsourcing

Open Source

Evolving Intelligence


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Architecting Participation is a Skill

Adapted from Ross Mayfield April 2006

Attention Connection Participation Contribution Value


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A Leadership Challenge
Control Direct control decreases Influence

Enterprise systems
Social Technology

Ethernet Web 1.0 Web 2.0 Semantic Web
,
1973 1991
Time
as social network technology INCREASES

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Co-creating Projects to Reduce Risk
1. Network minds for project leaders and
participants
2. Leadership through engagement and
respectful influence over command and control
3. Network language & knowledge shifts thinking
& acting
4. Architecting participation builds stakeholder
networks
5. Collaboration and co-creation are incented
6. Network analysis as a measurement tool
7. Strategy drives all initiatives.


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Continuing the Conversation

Jenny Ambrozek, SageNet LLC
jenny@sageway.com @sagenet

Victoria Axelrod, Axelrod Becker Consulting
Vaxelrod@axelrodbecker.com @vaxelrod

21st Century Organization Blog
http://c21org.typepad.com


Stakeholder Engagement & Co-Creation: Reducing Project Risk

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