If they ever make a rock opera about developing new websites, consultants like me would bounce in, a la the Spice Girls, asking:
So tell me what you want, what you really really want?
And our clients would respond in Queen-esque falsetto:
I want it all…and I want it now!
Admittedly, real life is less theatrical than that. Sequins are in short supply and the stage is usually a large table in a meeting room, but you get the gist.
An important skill of the consultant at Precedent is to bring together all interested parties, to find out what they really really want, and to marry that to what they can really really get.
In complex organisations this is quite hard. Membership organisations, universities, NHS trusts, central & local government and most financial services companies are often like this. Made up of multiple communities, they often have diverging agendas and different appetites to support digital change.
So marketing might be tasked with building reputation and driving growth, IT with containing costs, operations with improving customer experience and product management with innovating. These are all reasonable goals, but don’t necessarily share the same approach or digital needs.
Reconciling them can be tricky, but it vital in order to create a coherent digital presence for your audiences. When projects go wrong it’s usually because internal stakeholders have siloed agendas.
The simplest solution is still the best: get everyone round a table and encourage them to talk. Talk about their hopes, fears, presumptions, and requirements. If you can tease these out – especially those unspoken assumptions people often don’t think are worth mentioning, then you can go a long way towards reconciling different demands, making commonsense trade-offs, getting agreement and building trust.
Still, getting everyone aligned might take more than a round-table chat with tea and biscuits (note, quality biscuits do improve meetings, fact). So you may need to consider escalating to having one-to-one talks, or even getting divergent opinions to write a position statement.
What I’d be looking for is to make sure people feel that they've been heard and that there needs have been accounted for. Doing digital stuff is often disruptive: new (extra) tasks, changes in culture, even changes in the business model.
Airing fears and grievances, and managing risk is ultimately how we square the circle of conflicting wants, meeting limited ability to deliver within time and budget. This is where our project managers step forward, breaking things down to the achievable, and thinking through how to mitigate risks.
It’s a shame there’s not a bit more magic to it, a bit more rock-n-roll; but its really just people sensitively and intelligently listening to each other. Perhaps that’s why the website development rock opera is yet to written. Though if you have an idea for one, or even just a concept album, we’d love to hear it!