How we change what others think, feel, believe and do
Types of Stakeholder
It is important to manage stakeholders in change. In doing so, one of the things you will do is segment them according to their needs, their importance and how you will treat them.
Sponsors are people with power who have a direct interest in the project. As described elsewhere, you need to carefully manage your sponsors to gain support and avoid opposition, especially where they are also Targets.
There are four types of sponsor:
These are people who will intentionally be affected by the change. You many want them to change what they do and think, or even what they feel and believe. Deeper change, is, of course more difficult.
It is easy to focus on sponsors and targets and forget that there may be many other people who may unintentionally be affected by the change. For example when a process is changed, everyone who is connected with the inputs and outputs of the process may be affected.
You may work with a wide range of internal and external partners to effect the change, from the IT Department to external consultants and trainers. These people need to be fully on board.
In particular, if they will require any significant level of resourcing to be effective in the change, they must be allowed and encouraged to estimate what they will need to be successful and supported in their bids to acquire this resource.
There are often a wide range of people who might have some more distant interest. For example if there are going to be job losses, then government and the media may have an interest.
And the big