Episode 56 – Creating a Culture: The “Why” in Strategy

NICK WALKER:  Welcome to Manage This, the podcast by project managers for project managers.  Every couple of weeks we meet to discuss what matters to you in the wide and diverse field of project management.  It’s our chance to reflect on our purpose; to take stock in how we’re doing; and, when needed, challenge ourselves to step it up.  We talk with project managers about real-life situations.  We pick their brains to discover their ideas and motivations and find out what has worked for them. I’m your host, Nick Walker, and with me are the two main brains of the outfit, Andy Crowe and Bill Yates.  And today, Andy, we’re talking with the guy who literally wrote the book on measuring strategic gold. ANDY CROWE:  Nick, I have been looking forward to this all week, just to get into the topic of strategy, to look at it; and to also look at it from a project management standpoint. NICK WALKER:  Well, let’s get right to it.  Joining us via Skype is David Barrett, a professional speaker, a regular blogger, a podcast host, an education advisor, and author of five books.  His career includes the creation and directing of a conference business; a training company; a software development firm; a speakers bureau; and, most recently, a TED-style event series for project professionals across North America.  He specializes in helping people and organizations manage the uncertainty by creating healthy projects and strategies.  David Barrett, thanks so much for joining us today here on Manage This. DAVID BARRETT:  I’m thrilled to be here, gentlemen.  Great to join you. NICK WALKER:  You’ve recently coauthored a new book, coming out just in a few days, titled “Seven Elements of Strategy Execution.”  David, what prompted this book?  How did it come about? DAVID BARRETT:  Well, 25, almost 30 years later into this business, and things have changed a lot.  It’s no longer build it on time, on scope, on budget for all of us project managers.  The day is now here where we’re being asked to step it up, to be more involved in the organization, to add value, and to be more than just the tickbox project manager that many of us grew up to know.  So this whole piece of strategy is, in my mind, a natural evolution on many different fronts.  I think it’s now to everyone’s benefit, to everyone’s favor to start understanding why we’re doing the work we’re doing. And this portfolio of work that we’re managing and working on is huge.  It’s mission critical.  It’s driving the business.  And so the day has come that we’re being asked, and we should be asking, why are we doing this?  How does it fit into the strategic plan?  So this is the connection of the work of all of us, of this wonderful community of project managers worldwide, to the “why.”  In my opinion, just to that one word.  Why are we doing this?  How does this fit into the bigger picture?  And that’s a strategic plan. ANDY CROWE:  I’ve heard it said before, David, that a man with a “why” can defeat a man with a “what” any day. DAVID BARRETT:  Absolutely.  The “what” is important.  The “what” is important to know, to see that vision down at the end of the road.  But just to drive us down to some object is not going to work.  It never has.  It never will.  But to give us purpose to build, which gives us passion for what we are doing, it’s so important today.  You know, we’re no longer staying with these organizations for many days, for our lives.  We have options.  So on both fronts it’s important that we’re connected. BILL YATES:  That’s true.  David, I’ve seen this with PMI, as well.  They’ve really, as they look at the performance that leads to exceptional project managers, those who are able to recognize the why, to see that context and understand how strategy influences their day-to-day decisions, they bring more value to their organization.  I think even of the Talent Triangle when PMI rolled that out.  Strategy is really, you know, it’s named a little bit differently.