1. © 2003 The Diagonal Group, LLC The Who and How of Effective Communication Strategies Session 2704 Presented by Doug D. Whittle, Partner The Diagonal Group, LLC

2. © 2003 The Diagonal Group, LLC Doug D. Whittle, PhD Partner The Diagonal Group, LLC doug@thediagonalgroup.com SESSION 2704 The Who and How of Effective Communication Strategies

3. © 2003 The Diagonal Group, LLC No YES Current State Desired State The basics of strategy

4. © 2003 The Diagonal Group, LLC Communications Strategies Today’s objectives: Identify components of a communications framework Review a stakeholder assessment & mapping process Brainstorm subject & ideas for communications content

5. © 2003 The Diagonal Group, LLC 333333 MODELS

6. ORGANIZATIONAL CULTURE GROUP BEHAVIORINDIVIDUAL BEHAVIOR Difficulty (Low) (High) INDIVIDUAL ATTITUDESKNOWLEDGE Time (Short)(Long)

7. © 2003 The Diagonal Group, LLC The implementation process Scope Define Develop FacilitateReview Measurement Organizational Change Communication Training

8. © 2003 The Diagonal Group, LLC The basis for SUCCESS WILLING READY ABLE

9. © 2003 The Diagonal Group, LLC Building a POSITIVE End User Experience

10. © 2003 The Diagonal Group, LLC Communications Strategies Today’s objectives: Identify components of a communications framework

11. © 2003 The Diagonal Group, LLC lines Two way communication Current State Desired State Business Clients SAP Project Team

12. © 2003 The Diagonal Group, LLC Framework Channels MonitorDeliverCraftPlan Org Goals (WIIFO) Self needs (WIIFM) Segment Stakeholders Mission Principles Key Messages SH Analysis Context Initiatives Timeline Vocabulary Print Interactive Electronic Grapevine

13. © 2003 The Diagonal Group, LLC Target Audience Goals Talking Points Timing Medium

14. © 2003 The Diagonal Group, LLC Regular & consistent format Big picture context and personal impact Concise, non-technical, jargon-free “What do I have to do about this?” No surprises Watch for information overload Adaptively tune your communications Watch for baggage from the past Honesty always Communications guidelines/principles

15. © 2003 The Diagonal Group, LLC Communications Strategies Today’s objectives: Identify components of a communications framework Review a stakeholder assessment & mapping process

16. © 2003 The Diagonal Group, LLC Stakeholder Anyone with a vested interest in the outcome of your mission & initiatives Interest groups to whom your organization is accountable You have more than one!

17. © 2003 The Diagonal Group, LLC Stakeholder “A” Stakeholder “B” Stakeholder “C” Stakeholder “D” One Size Fits All Your Strategy

18. © 2003 The Diagonal Group, LLC Stakeholder “A” Stakeholder “B” Stakeholder “C” Stakeholder “D” Your Strategy

19. © 2003 The Diagonal Group, LLC Identifying the needs Who’s who? What do I need from them? What do they need from me? Who are my key stakeholders?

20. © 2003 The Diagonal Group, LLC Mapping your stakeholders Who’s who? Who do they influence? Who influences them? Where do they currently stand?

21. © 2003 The Diagonal Group, LLC RESISTANCE look like? ? What might

22. © 2003 The Diagonal Group, LLC RESISTANCE Reasons for I don’t get it! I don’t like it! I don’t like you!

23. © 2003 The Diagonal Group, LLC Barriers to successful integration 11%Lack of leadership commitment 21%Cultural barriers 23%Obstruction of middle management 37%Failure to achieve employee commitment After the Merger: Seven Rules for Successful Post-Merger Integration (Habeck, Kroger, Tram, c2000)

24. © 2003 The Diagonal Group, LLC People don’t resist change… …they resist being changed Edgar Schein

25. Key Stake- holder +/- My needs? His/Her Needs? Potential Resistance? Proactive Strategy? Influencing & Relationships

26. © 2003 The Diagonal Group, LLC Critical Success Factors Stakeholder Mapping Bluntly honest Highly confidential Continually reviewed and updated

27. © 2003 The Diagonal Group, LLC The politics of communications KNOW who has the power NAVIGATE through & USE that power BUILD strategy based on politics

28. © 2003 The Diagonal Group, LLC Minimize risk … Maximize politics… Build & maintain FORMAL contacts Build & maintain INFORMAL contacts Cultivate relation- ships BEFORE you need something Maintain continual care & feeding Think tomorrow, not just today

29. © 2003 The Diagonal Group, LLC Why? Awareness Information How? Capability Skill Development Who? CommitmentParticipation What? Alignment Collaborative Design To Achieve Ask Provide

30. © 2003 The Diagonal Group, LLC High Medium Low HighMediumLow Commitment Impact Involve Involve Involve Seek Advice Seek Advice Seek Advice Seek Advice Stakeholder Impact Hands-on Hands-on Involve Involve Inform Inform Seek Advice Seek Advice Involve Involve

31. © 2003 The Diagonal Group, LLC I C R A ccountable esponsible onsult nform

32. © 2003 The Diagonal Group, LLC Communications Strategies Today’s objectives: Identify components of a communications framework Review a stakeholder assessment & mapping process Brainstorm subject & ideas for communications content

33. © 2003 The Diagonal Group, LLC there’s NOTHING To communicate ? What if…

34. © 2003 The Diagonal Group, LLC ! That’s Impossible

35. Business Rules Skills, Knowledge Integration Roles, Responsibilities Work- flow Infrastructure Align- ment Operating Procedures PEOPLE SAP

36. © 2003 The Diagonal Group, LLC

37. Client centric Organization preparation Roles & assignments Continuous improvement Communications Perspectives

38. © 2003 The Diagonal Group, LLC Stakeholders Evaluate and measure your change project Project Team

39. © 2003 The Diagonal Group, LLC Stop Continue Start

40. © 2003 The Diagonal Group, LLC Evaluate & Celebrate 1 2 34 5 67 Measurable Goals Employee Change Agents Frequent, Open Dialogue Clear, Shared Vision Early Employee Involvement Strong Leadership Seven Keys to Successful Organizational Change The Manager as Change Agent, ©2001 Unfreeze Build Change Momentum Change Deploy the Change Refreeze Provide Accountability

41. © 2003 The Diagonal Group, LLC Doug D. Whittle, PhD Partner The Diagonal Group, LLC 15155 Woodcrest Drive Clive, IA 50325 USA doug@thediagonalgroup.com Office: 515.987.8989 Cell: 515.707.4226 www.theDIAGONALgroup.com Stay in touch!

42. Thank you for attending! Please remember to complete and return your evaluation form following this session. Session Code: 2704 Presented by Doug D. Whittle, Partner The Diagonal Group, LLC