Decoding Stakeholder Signals: Beyond Formal Feedback in Business Analysis
If I asked you how often you get feedback from your stakeholders, what would your response be?
I suspect many people reading this will actively solicit feedback quarterly or annually for a formal appraisal process. That is very useful, but consciously created feedback of this type is only one source of valuable insight. Feedback is all around us, but it often requires us to look for it. However, it is well worth being vigilant, as when we spot feedback we can reflect on it and adapt.
Feedback as a Signal
Rather than thinking about feedback as something that has to be formally solicited, let’s imagine stakeholders let us know their thoughts, feelings and intentions through a series of signals, and those signals can be consciously or unconsciously given. Sometimes they’ll say something directly, other times we might need to read between the lines and observe their actions.
This is similar to driving a car. If you’re in the driving seat of a car, you’ll be scanning the road for turn signals (indicator lights). These tend to indicate another driver’s intention to turn or maneuver. However, we all know that not all drivers use these lights! We’ve probably all experienced situations where you notice a small change in another driver’s trajectory, so you hold back a bit… and instinct serves you well as they cut over multiple lanes of traffic. There are many subtle cues that indicate what a driver is about to do, although on the road rarely is it possible to validate our instinct. You can’t ask the driver what they are about to do: it’s necessary to wait and see.
A similar analogy can be drawn with organizational stakeholders, however we have the advantage that we can ask them what their intent is. Let’s examine an example:
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Example: The Absent Stakeholder
Imagine you have a stakeholder who is crucial to the success of your project, and they are regularly ditching meetings or arriving very late. They always arrive unprepared, and rarely make decisions as they are too busy. You have sympathy for them, they seem to be spread so thinly.
Arguably there is a wider organizational issue here, as the stakeholder has too much work to do. However, assuming the person is effective at managing their workload, then there’s an unpalatable truth to swallow here. By saying “too busy” they are actually giving a subtle feedback signal which could be interpreted as “this is not a priority for me right now”.
This last sentence might be a difficult one to read, and they might say (and genuinely think) that the project is important. But if they are not prioritizing their time in a way that supports the project, they are unconsciously signaling that it isn’t significantly important for them to spend their limited time on.
This is no criticism, they may well be doing the best they can in difficult circumstances, and we should absolutely do what we can to make sure we support them and respect their schedules. Yet, left unchecked this might lead to a project that limps along, with other stakeholders getting increasingly resentful that progress isn’t being made.
Sadly, there’s no easy solution to this, however it’s important to address the issue head on. Ensuring the stakeholder knows why they are so important and valued, the benefit of the project to them and the implications of their non-participation is crucial. Offering to do what we can to lighten the load for them will often be appreciated, and it is worth asking if they have a delegate who can help. Ultimately, if they are truly crucial and can’t delegate, then perhaps delaying the project is a better option.
Indeed, openly saying “would it be better to delay this project to a time when our crucial stakeholders have enough bandwidth to support it?” could potentially prompt a useful (albeit often difficult and emotion-filled) discussion!
Interpretation Is Hard
Once you start looking for feedback signals, they are all around us. However, interpretation is hard. It’s important to speak to stakeholders to understand what is going on for them, rather than assuming. The key is to start looking, and make any adjustments early. That way we can make things better for our stakeholders and our project teams—and who wouldn’t want to do that?