STRATEGIC INFLUENCE = EXPLORE. TRANSLATE. MESSAGE.
In last week’s LI post, I suggested that being a T-shaped thinker is the backbone of EXPLORE. Today, let’s address TRANSLATE + MESSAGE.
TRANSLATE: Think of the 3 D’s:
- DISTILL the mounds of ideas/data you gathered in the EXPLORE phase into themes and patterns.
- DISCERN by applying decision criteria in order to prioritize. Criteria like customer need, urgency, risk/opportunity, and/or cost.
- DARE by unlocking your courage to make a “bet” — your MVP (minimum viable product/service/idea).
MESSAGE: consider these aspects once you have settled on your first “bet”:
- SOCIALIZE: Try your bet/prototype out by socializing it up and across your org as well as with your customers.
(Note: It’s an assumption here that you have an actual network with which to socialize your ideas. I know networking (and finding common ground) is a skill in itself, and I have written widely on it. For today, let me reiterate that the WHO of influencing is the most important. Don’t wait to tap colleagues and customers only when you need them. Networking ongoingly ensures you’re in a position to influence more/most of the time. - CUSTOMIZE: Once you’ve gathered feedback and are ready to formally present your “bet,” your message must be customized and targeted to the most relevant audience (aka decision-maker).
- MOTIVATION: Know what motivates that decision-maker to sign off.
How does this play out in real-work? Yesterday, I was talking with a tech VP, and he was frustrated that his sales territory had the most profit but was getting the least amount of marketing investment. He wanted to explore why and make some suggestions to change it. We discussed how STRATEGIC INFLUENCE could help him.
First, he promised he would gather ample data by interviewing various constituents. He said: “Normally, I would just go to my finance person and get the scoop, but I need more than financial data. Need historical data, industry data, competitive data.” So, we listed online sources he would research and the myriad of people (inside and outside the company) he and his team would interview.
Next, he thought out loud about the best way to translate to relevant themes. “It’s going to be a lot of data, so going to ask my Chief of Staff to head up organizing and thematizing it all. She also happens to be a whiz at ChatGPT, which will help tremendously.”
Finally, he identified the one person he knows he has to convince to sign off and how she typically makes decisions (she gravitates toward competitive data).
