Identify & Engage Your Stakeholders - What is the difference between a Key Stakeholder, Stakeholder, and Interested Party? There are in essence 4 categories these stakeholders fall into:
- Promoters — high influence, high interest (upper right quadrant). Promoters are vital for success, and thus active engagement with this group is important to keep them informed. This group often influences others in the organization.
- Observers — high influence, low interest (upper left quadrant). These stakeholders can potentially pose a risk to product/project success. Monitor this group and keep them informed on progress, successes, upcoming goals, impacts and vision. Ideally some or all in this group can eventually be influenced in such a way that they become Promoters.
- Defenders — low influence, high interest (lower right quadrant). Defenders can help you build momentum for the product/project. They are often willing to give you feedback on prototypes and MVP’s. Nurture this group.
- Sedentaries — low influence, low interest (lower left quadrant). Since these stakeholders are potential defenders, keep them in the loop, with an eye toward helping them see “What’s in it for me.” Seek to build excitement among this group.
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