If you don't think you will be able to win them around, how will you manage their opposition?
Who else might be influenced by their opinions? Do these people become stakeholders in their
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.
You can summarize the understanding you have gained on the stakeholder map, 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 or 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.
In the example above, you can see that a lot of effort needs to be put into persuading Piers and Michael
of the benefits of the project – Janet and Amanda also need to managed well as powerful supporters.
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?
As the work you do and the projects you run become more important, you will affect more and more
people. Some of these people have the power to undermine your projects and your position. Others
may be strong supporters of your work. Stakeholder Management is the process by which you identify
your key stakeholders and win their support. Stakeholder Analysis is the first stage of this, where you
identify and start to understand your most important stakeholders.
The first stage of this is brainstorm who your stakeholders are. The next step is to prioritize them by
power and interest, and to plot this on a Power/Interest grid. The final stage is to get an understanding
of what motivates your stakeholders and how you need to win them around.