As a person invloved with creating PMP(R) Exam study materials as well as developing and delivering PM courseware, I always want to keep my material up-to-date with the latest PMBOK(R) Guide. Of course, this means searching for practical examples from organizations and real applications. Sometimes, however, opportunities to explain a concept just pop up on the public airwaves and I love to take advantage of that. Here is an example of Stakeholder Identification that ought to make you laugh.
I spent two years in The Netherlands as manager of a small PM team. So I developed a taste for certain things Dutch, amongst them Douwe Egberts coffee and some of the funniest and most creative TV commercials I have ever seen.
This one (which I understand is now being introduced in the US) is a great example. In fact, I found the latest version of the commercial in English, so I don’t have to explain what a huiskamer and a slaapkamer are. Phew.
The link to project management? Well, I advise that you watch the video first and then come back here.
Make sure you have your sound turned up.
(Come back to this section of the posting AFTER you have seen the video)
OK. See the video?
Identify Stakeholders was placed as the FIRST PROCESS in Chapter 10, Project Communications Management. The area of interest to me for the purposes of making the point is found in 10.1.2.1, Step 1. Little did the creators of this commercial know that that what they really were creating was an educational video illustration of Section 10.1.2.1 of the PMBOK Guide!
What does Step 1 say? It says to “Identify all potential project stakeholders and relevant information, such as their roles, departments, interests, knowledge levels, expectation, and influence levels”. The PMBOK Guide goes on to give some examples of an excellent tool called a Power/Interest grid. In this case, Stakehholder 1 wanted (and got, with apparent customer delight) closet space, and Stakeholder 2 wanted a place for beer (and got it, with apparent customer delight).
The contractor who built the house, obviously a PMP, had to first identify the needs of these two stakeholders, and listened carefully to their needs.
In fact, I think the commercial describes another principle I teach about called Kano Analysis (see excellent PDF here). In Kano analysis, there are three types of customer requirements: Excitement, Performance, and Threshold. I think it’s safe to say that this builder has found an “excitement” product attribute.
Although my guess is that the “resources” aspect of this project was least constrained, it appears – and especially sounds – like the project was a success.
I wonder if Heineken will soon be releasing commercials about Organizational Process Assets…