Another convenient shortcut in this exercise is to identify the different personas we might encounter. There’s Worried Wilma, who’s been with the organisation for 25 years and is apprehensive about the change ahead because she fears to lose her job. And there’s Ambitious Artie, who is always looking for a shortcut to strengthen his ivory tower, build its size, or cry its importance, especially when he feels his empire is under threat. Next to him at the meeting table, though, is Keen Kudakwashe, who sees the commercial imperative, sure that everyone else must see it too, and is insisting the project team implement solutions right now.

Every stakeholder has a problem, a desire and a perspective.

Who will you seek to serve?