Ask A Bunch of Questions
The importance of interviewing key project stakeholders during the initiation phase…
“Write down what the customer wants you to build, how good it has to be, when it’s due, and how much you can spend on it. These are the foundation stones upon which every project is built.” - D.H. Smith
The What and Why:
As project managers, it is crucial to understand clearly what our key stakeholders expect from our projects. These stakeholders may include clients, customers, sponsors, and upper management. Without a clear understanding of their expectations, it is easy to head down the wrong path and end up with a project that doesn't meet the needs of those who are most invested in its success. Said more simply, is essential to talk directly with our customers and make sure that their expectations will be addressed. This usually involves meeting face-to-face with them to ask about their thoughts, wants, and needs, and then documenting their input. By doing this, we can increase the chances of success for our project and build stronger, more positive relationships with our stakeholders.
The How:
There are several ways to gather key stakeholder information. The following is the basic 5-part framework I like to use when first kicking off a new project:
Schedule Formal Face-to-Face Meetings. When setting up these stakeholders' meetings, it is important to consider the availability and schedule of our stakeholders, and to choose a time and location that is convenient for all parties. These meetings should be scheduled with sufficient advance notice to ensure everyone has sufficient time to prepare. Also, be open and transparent about the purpose of the discussion, as this will start making your stakeholders feel heard and valued, establishing a firm foundation for communication and collaboration throughout the project.
Research Stakeholders. Before the meeting, it is important to do some research on your stakeholders. This includes learning about their backgrounds, their history with the project, and any known desires or "pet" issues they may have. This will help you tailor the conversations to their specific needs and concerns. There are several ways to gather this information. Review any previous communication with the stakeholders, such as emails or project documents. You can also ask team members or colleagues who have worked with the stakeholders in the past for their insights. You may also want to do an online search to see if there is any publicly available information about the stakeholders or their company. Gathering this information before the meeting will not only help you prepare for the conversation, but it will also show your stakeholders that you value their input and are taking the time to understand their needs and concerns. This can help build trust and establish a strong working relationship between you and your stakeholders.
Provide A Topic List Before Meeting. Another thing to do before the actual meeting is to provide a list of topics and/or questions that will be covered. This will give the stakeholders time to think about the project and feel more prepared for the meeting. For most STEM-type projects, the topics typically cover: a) key expectations and “shy’s”; b) primary wants and needs from the project; c) key constraints and restrictions they may have, such as cost caps and schedule requirements; d) thoughts on how they see the deliverable being used in practice after delivery; e) any expectations they may have about how the deliverable will be designed, built, and/or tested; f) any concerns or high-level risks they foresee for the project; g) how they expect to be communicated with during the course of the project; and h) any other information or thoughts they have about the project.
Interview the Stakeholders. During the interviews, it is important to listen carefully and ask clarifying questions to ensure that you fully understand their perspectives. Take detailed notes. Sometimes it’s useful to record the conversation to help you remember key points and to make sure that you miss nothing important. The goal is to gather as much information as possible about the stakeholders' expectations, wants, needs, constraints, restrictions, risks, and any additional concerns they may have. And remember that the topic list you sent should be considered just a starting point. Let the discussion naturally flow, as there may be important things you didn’t ask in your questionnaire. Be flexible and listen.
Document Your Findings. After the interviews, it is crucial to document the stakeholders' input in a clear and concise manner. This may involve rephrasing their comments into your own words to ensure that you have a full understanding of their perspectives. And once you have captured the stakeholders' input, it is important to verify that your interpretation is correct. This can be done by going back to the stakeholders and fact-checking your notes. This is a great opportunity to clarify any misunderstandings and make any necessary edits.
Cautions:
Remember, the purpose of the interviews is to gather the stakeholders' thoughts about the project so that you can better plan and organize the upcoming effort. But it’s also important to ensure you’re not being led down the wrong path. As Allen Holub said, “It's a bad idea to ask customers what features they want, but it's a really good idea to ask them about their work and what's hard/frustrating/painful to do. It's your job to figure out the best way to fix that problem.” Or, as Henry Ford famously stated, if he’d have listened to what his customer said they wanted, he would have focused on creating faster horses. The key is to find the underlying need first, and only then look for solutions.
The other caution to keep in mind is to actively and consciously remove yourself, your biases, and preconceived notions from the discussions. Stay open to input. Strive to understand first what “need” the customer is trying to solve, not necessarily what the specific solution to that need might be. It is easy to fall into the trap of asking leading questions or assuming that you already know the answers. Listen, don’t talk.
The Bottom Line:
Overall, the key to successfully interviewing key project stakeholders is to be well-prepared, listen carefully, keep an open mind, and document their input accurately. These discussions are vitally important, as they are the initial building blocks of the project foundation. By taking the time to understand the stakeholder’s expectations and desires, you can ensure that your project begins on the right track to meet their needs and achieve its goals.