The Influence Agenda: A Systematic Approach to Aligning Stakeholders in Times of Change

273 Pages·2014·1.41 MB·English

by  Mike Clayton (auth.)

The Infl uence Agenda
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The Infl uence Agenda
Mike Clayton
© Mike Clayton 2014
Softcover reprint of the hardcover 1st edition 2014
All rights reserved. No reproduction, copy or transmission of this
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No portion of this publication may be reproduced, copied or transmitted
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Any person who does any unauthorized act in relation to this publication
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The author has asserted his right to be identifi ed as the authorof this
work in accordance with the Copyright, Designs and Patents Act 1988.
First published 2014 by
PALGRAVE MACMILLAN
Palgrave Macmillan in the UK is an imprint of Macmillan Publishers Limited,
registered in England, company number 785998, of Houndmills, Basingstoke,
Hampshire RG21 6XS.
Palgrave Macmillan in the US is a division of St Martin’s Press LLC,
175 Fifth Avenue, New York, NY 10010.
Palgrave Macmillan is the global academic imprint of the above companies
and has companies and representatives throughout the world.
Palgrave® and Macmillan® are registered trademarks in the United States,
the United Kingdom, Europe and other countries.
ISBN 978-1-349-47029-7 ISBN 978-1-137-35585-0 (eBook)
DOI 10.1057/9781137355850
This book is printed on paper suitable for recycling and made from fully
managed and sustained forest sources. Logging, pulping and manufacturing
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country of origin.
A catalogue record for this book is available from the British Library.
A catalog record for this book is available from the Library of Congress.
Typeset by MPS Limited, Chennai, India.
The Infl uence Agenda is dedicated to a former friend
and colleague, Judith Wilks. Judith had a deep intuitive
understanding of the contents of this book; things
I have had to learn the hard way. Judith died aft er a
long struggle with cancer in early 2012.
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Contents
List of Figures ix
List of Tables xii
List of Templates xiii
Acknowledgements xiv
Introduction: Why You Need The Infl uence Agenda 1
The Origin of Stakeholders 6
1 The Process is Trivial: The Implementation is Not 11
2 Who are Your Stakeholders? 26
3 More than Just Power: Analysing Your Stakeholders 40
4 What are You Doing? Craft ing Your Message 85
5 Gentle Persuasion: Soft Power 111
6 Hidden Power: Behavioural Economics 136
7 A Dozen Reasons Why You’re Wrong:
Handling Resistance 157
8 Your Infl uence Agenda: Campaign Planning 174
9 Making it Work: Campaign Management 197
A Call to Action 218
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viii Contents
Appendix 1: Scenarios for the Infl uence Agenda 219
Appendix 2: Stakeholder List 221
Appendix 3: Additional Stakeholder Analysis Tools 226
Appendix 4: Stakeholder Engagement Communication Methods 232
Appendix 5: Ethical Stakeholder Engagement 234
Appendix 6: Rules, Rules, Rules 236
Appendix 7: Selected Glossary 238
Appendix 8: Learn More: Bibliography 243
Appendix 9: Hear Mike Clayton Speak about
The Infl uence Agenda 245
Appendix 10: Also by Mike Clayton 246
Index 249
List of Figures
0.1 The origin of stakeholders 7
1.1 Stakeholder model 12
1.2 Five things to understand deeply 14
1.3 Strategy development and deployment cycle 17
1.4 The stakeholder engagement process 20
2.1 Stakeholder engagement goal 28
2.2 The triple bottom line 29
2.3 The trapezoidal relationship 31
2.4 The square relationship 32
2.5 The triangular relationship 32
3.1 Stakeholder triage – quadrants 44
3.2 Stakeholder triage – plotting stakeholders 45
3.3 Stakeholder triage 46
3.4 Stakeholder analysis 49
3.5 Perceptual Positions Analysis set-up 50
3.6 Apex stakeholders 57
3.7 Apex, primary, secondary and basal stakeholders 58
3.8 Diff usion of an idea through a society 59
3.9 Rogers’ model for diff usion of innovations 60
3.10 Basic sociogram 63
3.11 Enhanced sociogram 64
3.12 Typical sociogram structure 65
3.13 Issue inter-relationship map 67
3.14 Contractogram 67
3.15 Persona card 77
3.16 The ‘standard’ stakeholder map 79
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