the Bridger

July 25, 2010

Project management for virgins

Filed under: project management — admin @ 2:06 pm
 Written with the project management virigin in mind (including  a paragraph for the software first timer.)
We have far too much methodology in our lives when it comes to project management and when it comes to software lifecycles. That I have no doubt at all about, but that said, it is remarkable how many people are doing project management who don’t have the most basic grasp of what they are about and I hardly need mention the amount of enthusiasts clowning about with software projects.
 
 
If you are a project management virgin and keen to give satisfaction then here’s 7 tips that will help you stay on top
 
 1. Forget the command and control environment, this is different.  Reporting risks, raising issues and keeping important people informed the minute things look like going pear shaped is how you keep smelling of roses.  Don’t ever, ever be tempted to hide problems in the hope of fixing them quietly.  All you will be doing is taking ownesrhip of something that was never yours to begin with.  Now it is.
 
2. Make sure to agree and write down key priorities of cost, scope and time right at the start.  Record every day of slippage that occurs on the critical path and notify the customer and team, so you are not still being held to an unattainable end date.  Remeber this is a team effort, you are not the supplier.
 
3. Make sure time and cost estimates are dependable before setting them in your milestones. The best way is to try and make someone accountable for hitting them, but at least test them and question them and develop a plus or minus % as your best estimate of their accuracy.  Build in realistic slack based on these estimates.
 
4. Make sure that all the decisions are made by people who will then be accountable for them. Don’t do it for them. If a supplier says he will be late, get him in a meeting with the customer, remind the customer of the priorities he/she set out at the start, suggest the options available and ask for a decision. Make sure all affected parties are present and then minute everyones agreement.
 
5.  Don’t be bullied, state the facts clearly and place the responsibility for decisions on key stakeholders and minute everything.
 
6.  Break up the work into manageable packages and give them to people to copmplete.  Make sure you clearly explain in a document of some sort what is expected, when it is expected and what criteria you will use to judge it’s fitness.  Get rgeular progress updates and keep your nose to the ground for slippages.
7. Never take on project tasks at the expens of project managemnet. Better to report the slippage in a timeley way than to let you rown  work slip  while trying to do somebody elses.  This is how broken teams and broken organisations happen.
 
 
 
If you are a project manager about to nail your first software project, don’t neglect the foreplay, read this simple little guide first.
 
Software is’nt like procurig a new building, or renewing the fleet. These are all well understood products that change little if at all from decade to decade.
Software is only a few decades old and yet a long way from being a mature science.
 
Here’s why it is difficult
Software replaces, or automates some process we are already doing in our work or life.  E.G academic research is now greatly assisted by Google and the internet.  CRM helps us manage the salesforce and supports our relationship with the customer base.
We all do these things in a different way yet any software system will force all users to work in one way.  To achieve this you need enlightened analysts who understand process, human beahviour, change management, and of course the vaguaries of systems. These guys are rare as the Dodo. What you will get is a techie trying to shoehorn you into the system he wants to build, or a supplier convinicng you that the perfect solution is the thing he happens to have in a box, or an OPS or Financial director who thnks you should be able to order it plug it in and get on with it.
 
Simple example
The HR director wants hot toasted sandwiches available to the field crews every morning.  He puts the HR (greasy  pole climber) in charge of buying a toaster.
After a few very empowering meetings with the men form White goods inc  he delivers a toaster and calls IT to plug it in.
There’s no plug in the box and IT cant buy plugs without asking Finance to procure it, so a month later the toaster is rolled out.
The sandwiches are not eaten because the cheese in the middle is cold.  When someone put it in the toaster it set the place on fire.  IT were blamed and that was a narrow escape.
Now we are back to the drawing board asking what do we really want.  MPG plc are called in to handle it and they go “gathering requirements” from the crew. Soon we have a design for a new ktichen and stores with a walk-in fridge. Huge budget required and the project is rejected.
 
Finally the exasperted young lad form IT says, why not just have a specialist sandwich toaster from the cateriing shop and everyone gasps. A week later they are all eating toasies and the whole saga is forgotten except tha tis, for the project manager who presided over this debacle.
 
7 things to do that will give you a reasonable chance of success
  1. Agree goals and budgets to start with. Get ballpark suggestions and qutotes form everyoine likely to be helpful, suppliers, domain experts, online forums everywhere and make sure it is feasible.
  2. Check the customer’s assumptions that this is the right thing by consulting on detailed requirements with the people who will use it.
  3. Agree the final set of requirements and make sure you have a minimum set (that fits within your budget) and a list of ” like to have” requirements too.
  4. Make sure you don’t let anyone start designing the system, just stick to talking about the toasted sndwiches and let suppliers worry about the type of machine.
  5. Go find a reliable supplier who can commit to meeting those requirements and read all the small print very carefully
  6. Summarise the options and ask your team/ panel/ board/ customer to make the final decision.
  7. Make everyone accountable for their part from the requirements to delivering the finished project and build in a little slack.
 
 
You are not out of the water and ther’s still some work ot be done, but at least you are starting from the right place. Knowing what will work takes you a long way towards a” hootin, screaming, wing ding of a great party”
 
 
 
 
 
 
 
 
 
 
 

May 2, 2010

Bridging the gap between the web and the real world part 5

What’s the right strategy for me?

Previously:
Bridging between the web and the real world
Bridging the gap between the web and the real world part 2
Bridging the gap between the web and the real world part 3
Bridging the gap between the web and the real world part 4

 

In defining a marketing strategy you will as a minimum need to:

  1. Define your USP and write it down.
  2. Define your target market
  3. Write down the benefits of your product/service to that market
  4. Position your product/service in comparison to it’s rivals so that it appeals to your market (2)
  5. Define the activities you will engage in to deliver your messages and monitor results e.g. networking, direct mail, telesales, events, etc
  6. Develop the messages that suit each method of delivery, drive home your USP, consolidate your positioning statement and motivate the required actions from your target market

Your USP, positioning statements, Elevator pitch and all that good stuff

Me (the business) has to be understood first and that is often where the exercise is rejected then the products come under the microscope.

Most networkers will tell you how important trust is in selling your products and services and this is the section that deals with that trust. Trust is not in a product, or service, but in a person or organisation delivering it and you simply can’t afford to ignore this aspect of your offering.

The simple and obvious questions 

What do I stand for? what do I want out? What am I prepared to give?  Where are my boundaries? Now you need to step it up a notch to look at yourself through your customer’s eyes.
What do they stand for? What does it mean to me? Is it an image that inspires me to deal with them? Are their changes that would improve this image and influence me to buy from them?

Now the money question
How good are my products? Who are they aimed at and why should they buy?
Now from a customer viewpoint

Do I use their products? Why? What would motivate me to start/stop, how do they compare to the opposition? And how does this influence me? Is there anything unique , or memorable about them?

It is rare that this exercise does not lead to a startling difference between the internal view and the customer viewpoint and there is always something to be learned, but be warned, the results must be consumed with a measure of common sense.
The idea of giving the customer what he wants is fallacy. The customer wants you broke and giving him products for free, even products he will never use. You have to talk to realistic customers of the kind you are able to sell to profitably. You have to ask the right questions carefully and explore the answers if in doubt.

Before you can establish a strategy for your marketing you need to be confident that you have  got your proposition right and you are projecting an appropriate image successfully. Without that you can spend a lot of cash and effort for very little return.

Unity of thought and action in all things is the key

Two messages that reinforce a strong influential theme is three times as powerful as one message. Two messages that contradict each other, even a little bit can be very damaging.

Messages in the marketing context mean every communication and action that says something to your customers.  If you deliver a day late without an apology, that sends a message even more effectively than an expensive TV advert only not the one you had intended. The lesson that needs to be learned here is Don’t over guild the lilly.

If you are not going to be able to deliver it consistently, drop it from all offers and don’t promise it. This is the commonest mistake in business and it is even more upsetting when you come to realise that the customer didn’t even rate it in his buying criteria, but now he’s upset because you promised and didn’t deliver.

E-commerce and the retail shop, email and the call-centre, networking and the marketing campaign

Have you ever dealt with an organisation, or a professional who managed to get these aspects of the business integrated even a little bit?  I certainly haven’t.

  • You buy something online, but you are not allowed to return it in the shopping mall.   
  • You see an advert 15 times in the course of an evening telling you how your bank value their customers, you call about your account and ten minutes later, with steam coming from your ears, you finally get through to a call centre person who is trained only in dealing with irate customers. Two minutes later you put the phone down in despair, no wiser.
  • You meet the boss at an event and tell him you need a big order and he is very pleased and very helpful. You call in a few days later to order and you are told, it will be two weeks now before we can deliver, if only you’d called in yesterday.
  • The call centre reminds you that your annual subscription is overdue, because they have never been told that you paid by direct debit last week

We both know that this list could go on for many pages and hopefully you are beginning to think of this in terms of conflicting messages and wasted effort. Fixing this type of thing should be at the top of every marketing strategy.

Don’t take a sledgehammer to crack a nut

The most difficult thing about developing a strategy for marketing can be to avoid starting at the beginning and making too big a job out of it.

If you are happy enough that you don’t have the problems highlighted above then in reading this you have done enough and you can get straight to the point.

 Billions are wasted every year developing strategies that are consigned to the bin by changes in events within the first year, so stick to the highest possible level and don’t get bogged down in detail.
If you want to spend a little more time at this stage then I would strongly advise a couple of workshops facilitated by an experienced external person. In particular PEST is a great way to avoid falling foul of Political, Environmental, Sociological and Technological drivers that render your plans useless.
SWOT is a powerful tool to help you define your Strengths and Weaknesses and to explore. Opportunities and Threats facing your business.   Done well with a good cross section of the team, these can be lively and informative short sessions that afford a chance to take stock and to improve management communication.

Defining your target market

Your target market is a segment or segments of the overall market that you believe is sufficiently large to deliver your targeted sales volume and offers you the best possible opportunity to make sales. Why waste time climbing for the high apples, get the easy ones.

When defining your market segments the best strategy will often be to understand;

 1. The jobs they want done as opposed to features they might want

2. How easily accessed they are
3. How profitable they are to your business.

e.g.  If you are a Lawyer who used to work in the city and now you are in practice, you have a Unique proposition in terms of your financial knowhow, you may be able to highlight a large group of potential clients who engage in financial dealings but are not big enough to retain a lawyer and you may find that there is an easy route to access them all through a particular association.  Provided this is sufficiently profitable for you, you have clearly defined your target market using my criteria.

Defining the benefits to your target market

 

If you remember, we focused on ” job done” as opposed to features when defining the target market, very simply this is because the benefit is that it allows your customer to get a job done.
This way there is less confusion over language and better defined offering in terms of language.

 

e.g. The tiler isn’t looking for a “better cutter”, but a “smoother cut”, or a “faster cut”

Don’t forget emotional drivers

Emotions play a large part in all purchases, even the very logical ones, but many purchases are dominated by emotion.  Cars are bought for the feeling they give the driver when he sits into it.
Homes are bought for what they say about the owner as much as anything else. The list goes on.

People are very swarm conscious and like to be hiding comfortably in a crowd doing what the crowd are doing. The underlying driver is fear of being singled out for r ridicule if they get it wrong, so people need a way out and they need social approval for their decisions.

You must identify these social drivers and write them down

Remember to record the constraints

It may be that only at certain times of year, or when certain conditions occur, will your customers make a buying decision, or that certain seasons are better.  Remember the low hanging fruit theory and record all of these constraints so you can use them to your benefit.

Define your positioning statements

Positioning statements are statements that help the customer understand your proposition by comparing it to the competition and by comparing it to other known things.
“The Venice of the North”.   “Accounting’s answer to Coca Cola”.  These are positioning statements.
They very simply and subtly say a great deal about what you think of your product, they are very easy to remember, because they follow the basic principal of how we remember things and if you can get the customer to accept this comparison, you will very powerfully and memorably define your product’s position in your customer’s mind.
Nothing in my view is more powerful in the marketing strategy than getting the positioning right and then driving it home consistently.

Plan the activity at a high level.

At a strategic level you don’t want times and dates etc, but you do want these key elements:

  1. Clarity about how and where you will deliver your messages for what outcome and how you will measure success.
  2. You should have a regular review strategy to make sure your strategy is working and to make adjustments when appropriate
  3. You should have clear targets in terms of sales, enquiries, list growth, share of voice, share of mind etc
  4. You should have a budget defined
  5. Divide your activities into Hunting and Farming (Hunting being the search for new contacts)

To help you decide on tactics, the best approach is to go back to your notes on target market and n particular the bit about accessibility. At that point you decided that this segment was accessible, how?
Who and what are their strongest influencers?
Where do they go? What do they read? Do they network? Can you get them to join a newsletter? are they in your database and reachable with certain types of media?

 

A simple chart like this one can help

  Offline Networking Online Networking PR Email Events Telesales SEM Website
London engineers £1 to £10m Meet senior  management at key engineering focused gatherings:
Institute of ..
Directors will stay in touch with opposite numbers and forge new relationships Monthly announcements on the following themes:
1
2
Quarterly newsletter with valuable key trends analysis Invite up to 50 key people for working lunches Add 200 names to the database of potential customers every month Target buyers of widget who is searching for “custom”
max budget

£n

Provide all the information buyers need

Track visitors from all electronic messaging.

Integrate this information with offline communications records

Target 10 Potentials 50 new relationships 20% improvement in share of mind. 15 enquiries monthly 40 new potentials 2400 new contacts 10 orders per month Traffic growth 10%
Repeat/New

7:4

London legal  practices £1m+ Meet senior  management at industry gatherings Minimal as they don’t do it much Occasional announcements  timed with ..   Working breakfasts  with short informative  training sessions   Target  all widget searches Use ecommerce to capture small orders.

 

Email key bridging pages to the mailing list monthly

Target 30 potentials              
Total sales forecast                
Cost                
ROI                

 

 

Develop the messages

 

1. Write out your USP

2. Write an elevator pitch that you can give to anyone in any circumstance and they will immediately “get it”.  Imagine being forced to still use it word for word in ten years.

Define the segments by name
Define the jobs they want done
Define the emotional drivers involved
Define their key influencers

Define each of the delivery methods you have proposed for this segment

For each of these individual segment/method instances, write out what action you want them to take and what would make them take it.

For each of the above, write out the message to be delivered
Write out an example of body copy.

The actual body copy can be created close to the event so that the language and mood of the time can be built into it.

e.g.

Segment1 Type Influencers Job done Emotional Action Message
email Peer group afraid of being left behind.
Competition  . sales people telling them we are no good.
Trade body wanting their business instead
Enter new markets.

Find new products

Mustn’t be seen to fail even a little.

 

Must feel comfortable with these new ideas.

 

We are afraid of not being up to the job

www Message1.doc
Networking enquire Message.doc
website enquire Message.doc
telephone Agree to a visit  

Message 2.doc

events Invite us to tender Message 3.doc

 

Direct mail Make an enquiry Message4.doc
Newsletter Visit the www

 

I expect it is much more evident what your message should be saying when you work form this chart and a good copywriter should be able to produce powerful collateral very quickly.
 What is especially good is that all your activity is now delivering consistent focused messages direct to receptive audiences and they can continue the conversation across the website, networking, events etc without any confusion. If you work a little on timing and language you can achieve a great deal from your new marketing strategy.

If you invest in some tools to help you coordinate all these communications it will make your job a great deal easier

April 24, 2010

Bridging the gap between the web and the real world part 4

How can Soviralnetbusworks become a key part of the marketing mix as opposed to an alternative lifestyle

Previously:
Bridging between the web and the real world
Bridging the gap between the web and the real world part 2
Bridging the gap between the web and the real world part 3

 

“The filofax of the twenty first century?”

One could easily assume from reading the previous sections that my opinions are anti- networking. I have been accused of this twice  by people who use networking successfully .

In fact nothing could be further than the truth.  I am especially against misleading people to expect the impossible from networking as many self professed gurus tend to do. It does not work for everyone and not in the same way.  I also resent being accosted at networking meetings, or spammed incessantly. I do recognise the power of networking to deliver spectacular results for some people when used intelligently.

Fundamentals of networking

Traditionally we all rely on support networks to advise us about what worked for others,  let us in on the next big thing and very occasionally to buy from us(invariably in expectation of substantial discount) and once in a while to recommend us.  Nothing about this is new and it is a critical activity for most of us.  It helps to know an expert on telephony and instead of three days of comparing deals you call your trusted old school pal and ask him to recommend a deal. You trust him and make the purchase.  Add on the saved time and effort and you have a bargain for sure.  This is not someone you casually met at breakfast, or online though, so be careful when drawing comparisons.

When I needed two telesales people, I ignored the agencies and told my eighteen year old daughter, who told her Facebook friends and within 45 minutes I had three interviews set up. That is powerful, but it is using technology to speed up what we always did. It is not some mystic new black art.

Mass “networking” is another thing altogether. It is “the filofax of the twenty first century”.  Many people approached via internet research and focus groups expressed the belief that they had to be seen as networkers and that if they didn’t use twitter they were yesterdays people. The hours wasted for little or mostly no financial gain is eating up their personal time as well as business time. Sometimes they just shouldn’t be doing it at all and other times they are approaching it all wrong lead astray by “Web2 gurus” who last year were “SEO experts” , before that “web design  gurus” and before that “filofax gurus” and studying to be “Twitter gurus”. God help us!.

Who does it work for?

If you enjoy spending a small amount of time chatting to people you wouldn’t otherwise meet, or writing a blog, or learning from forums, good for you, it is working for you and keep on going.

 If you are the local builder who completes two bungalows a year, local networking may be your sole marketing effort and it works very well.
If you are an insurance salesman you will have been indoctrinated in this from day one and you’ll be the guy at every dog fight collecting numbers and turning the conversation to pensions. A friend of mine did this all his life and made a tremendous income out of attending Indian weddings.

The formula is ultra simple.

Cast your mind back to the basic sales process we discussed in the last instalment; tyre kicking,  need, facts and figures ,trust building,  desire, urgency , etc.

However you organise your funnel, whether you base it on a buying, or a selling process, you will have steps like these that qualify your potential customer through stages to the point where you are presenting and negotiating for business with them. Most people call this a “potential” in CRM speak

Let’s compare two scenarios:

Widgets

1 person in every thousand buys my widgets.  My process is to:

  1. identify people who buy the product in sufficient quantity and  start the conversation
  2. ask permission to pitch for a small piece of business, or offer a trial
  3.  convince them of the benefits and our USP,
  4. establish trust
  5.  time a motivating offer with a current urgent need
  6.  win a customer
  7. develop the relationship.

At point A,  there are 65 million or so people to talk to until we have done our qualifying. For a reasonable chance of a sale we need to get 1000 people in the room. How much do you think it would cost to build relationships with all of them?  Let’s say five of them know someone who might be in the market, what do you think is the likelihood they will go to the trouble and take the personal risk, of recommending us, or anyone will respect their opinion?  Not great.

Accountancy

Every business with few exceptions uses an accountant and they tend to change every three years on average. In order to stand a reasonable chance of doing business we need only three or four in the room per accountant present.
In this case, as long as the ratio of accountants to SME in the room is better than 1:4 we can start on the relationship building phase with complete confidence. Everyone knows what the product is and only buy because they have to. The decision points are price and trust.

Three simple things to “DO”

  1. Divide your networking into two separate functions “Hunting” and “Farming”.
    Hunting is about meeting new potential contacts and finding out quickly whether they fit in your network as potential suppliers or customers.

    1.  Restrict your network to a size you are able to maintain contact with (Accepted scientific research put’s that at around 150 contacts maximum).
    2. Don’t try to be everyone’s pal, find people who share your views and attitudes and are likely to value your product, or service. (positioning)
    3. Spend your farming time with people who are likely to become a customer, or that are likely to be a useful supplier in the near and foreseeable future and those who have bought from you and are likely to buy again or to be recommenders and ambassadors.
  2. Be a listener and use your judgement to keep evolving your products and services according to the feedback from trusted and commercially viable customers
  3. Control your networking time and budget, it still deserves no more than a few percent of budget and a few hours a week. If you could be completing paid work, do it and spend the profits on traditional marketing, you will get better and faster returns every time.

 

Three  simple things to “NOT DO”

  1. Don’t expect people to buy your product because you are their pal
  2. Don’t forget to attend to all the aspects of the sales/buying process for every prospect regardless of how well you know them, they still need to have their questions answered and fears allayed and they need to justify their decision to others
  3. Don’t pounce on everyone who looks remotely interested and try to “sell to them” get an invitation to pitch first.
    1. Don’t fill their inbox with spam just because they gave you an email address.

 

A revolutionary new idea you are not going to take up because it makes sense and there’s no voodoo involved.

Make your customers your sales force.  Treat them so well that they are delighted to sing your praises.

Spend that marketing budget on discounts to people they recommend, so they get kudos and you get extra business recommended by your existing customers.  
Spend on taking them to the races, inviting them to parties and useful free conferences and encouraging them to invite a colleague or contact.
The budget you set aside for telling them how much you value your customer’s,  spend your budget on taking care of them.  Action speaks louder ..
Have a banker answer the phone about queries, not a call centre in Pakistan and have them develop a relationship (network) with the customer and the customer’s friends.

Spend your time networking within this great group of customers and hot prospects learning about their needs and improving your offering.

It will require great research, great positioning, crystal clear branding, and an enlightened staff open to new ways of working, but it could be transformational. There’s no Voodoo here, just common sense and delivering on the promise, but you won’t do it, so we won’t labour it.

Coming next:

 

What is the right stategy for me?

April 18, 2010

Bridging the gap between the web and the real world part 3

Previously:
Bridging between the web and the real world
Bridging the gap between the web and the real world part 2

Are there really clear parallels between Soviralnetbusworks and Sales and Marketing theory?

This is bound to be  an area of some contention, for the reasons mentioned previously. Most networkers, especially online, are motivated by a need to be out and about finding customers combined paradoxically with their powerful fear of and resistance to actually selling their services.

If you draw parallels then you have to face the big purple elephant again I.E.  Why are you in a business that you are afraid to sell to customers? If you don’t believe in it, who will?

There is a fairly popular and utterly flawed theory that underlies most networking activity, which supports the latter folly and it goes something like this: 
 If you meet the same 60 people every month for a year and you tell them what you do and then you are nice to them every time you meet and if you pass a few scraps of leads to a few of them, eventually one of them will order from you.
The reasons it’s flawed are simply these:

1.   I won’t, and neither will you, wait for the next meeting to place an order with somebody who said hello to me. When I need a widget today, I’ll either call someone I used before, or turn to Google.

2.   If I need something very complex and very reliant on the person supplying it, e.g.  Interior design, or a management consultant, then I will turn to people I trust, who can make recommendations, but the recommendation will only be as strong as the trust attached to it. Again the chances are not good , though admittedly better, that I will turn to my networking for a supplier.

3.  The 60 or so people I know though networking are only likely to contain one or two potential clients, unless I’m an accountant, marketer, or lawyer  etc and plain mathematics would tell any sensible person that it is never gong to produce much of value for me. Above all, it is never going to produce anything proportionate to the time put in.

What do Soviralnetbusworks offer that might be different

The bits we have discussed so far are networking, but of course there is more to soviralnetbusworks than networking.   When Trout and Reis announced “marketing “ to us, they made a few hints at an aspect of human behaviour which back then, they had very little influence over.  The need to “be part of a gang”, to “ conform”, to “be accepted”.  Good marketers have always known how to give the impression that “all the in crowd are wearing this fragrance” or “ hanging around on social networks”, but in the past the ability to influence this stopped at traditional advertising.

Facebook, Linkedin and especially Twitter have begun to provide a new type of influencer. It shortens the message to almost subliminal levels and delivers it like hail stones. The result is that users are bombarded with a sense of what “the gang” is doing and thinking  and it provides powerful potential to really influence huge volumes of people to blindly go where you want to send them.

The best parallel in the natural world is a flock of starlings in Northern Europe doing acrobatics in the sky before settling in for the evening.  They gesture to each other and in an instance either conform or influence their surrounding group. Quickly the group automatically selects a few who seem to be more influential via the timing or style of their gestures, who knows and the whole flock attempts to ape them as they free fly around the evening sky creating incredible shapes and patterns. 

Learning how to influence the social scene in the same way will undoubtedly deliver massive dividends for savvy marketers going forward, but just like TV advertising quickly ran into traffic problems, so too will this format. What we should be doing is looking  for the next big thing.

What do they have in common? And what is different?

Marketing and selling is first of all a debate in itself that often gets heated.  My own favourite take having spent a lot of time close to direct marketing is that marketing is predominantly about generating enquiries and creating the right environment in which to generate enquiries. Where I disagree  with some traditionalists is that I don’t believe you should do it if you can’t measure it.

Marketing and sales is there to generate potential leads, generate leads from those, qualify the leads, build and maintain relationships and convert some leads into orders in sufficient numbers to run a profitable business. How well you do this affects the cost and value of your product as much as anything else does and has a direct impact on customer experience.

The order in which I described this is not all that important, because in truth things happen in all kinds of orders in the real world, but generally, all of the various switches have been pushed before you end up with a customer.

In a social networking environment, the trust building may start the ball rolling and the product enquiry come later, in the traditional environment the  product enquiry may come first, or in between.

People like CRM vendors often have a blind spot about process and struggle to see how things can wander safely and securely via their own paths and yet arrive in the same place. This is just a human failing and nothing more and they shouldn’t be allowed to interfere with how people work.

There have always been weak sales people often described as the “ personality salesman” who believes that his amazing charm is all that matters and pays no attention to the product, the customers need etc.  There is also the “technical salesman” who thinks that all that matters is features and benefits and mathematics and fails to consider the customer’s need to trust him and the supplier and the emotional drivers.
 Neither of these is typical, but both failings are very noticeable in the flawed theory often put forward by networking gurus and ecommerce gurus.

What the internet has changed forever about marketing and selling is that it allows the sales process to begin much earlier and it greatly extends the “Tyre Kicking” phase.

When a new customer enters your showroom now, he has kicked your tryes many times, talked to your friends and knows you intimately. He has downloaded all the datasheets and knows the products as well as you do. He may well have talked to previous users or even your previous customers.  This process goes on all the time and all happens earlier in the buying process than where we used to begin when Trout and Reis were teaching us their tricks.

The big mistakes you can make are:

  1. To assume every tyre kicker is a potential customer and pounce on him. Most will run away and never return.
  2. To ignore the need to support this tyre kicking process sufficiently to be on his list of maybes when he is ready to talk business.
  3. Hang around the car lot waiting for tyre kickers instead of focusing on the ones who are ready to buy, or the ones who did and need support

 

What can shrewd marketers learn from traditional marketing to make their networking more productive?

What is critical going forward is to understand the importance of the  website,  social networking and traditional marketing and how they interact, how they  satisfy tyre kicking, attract a halo of  interested parties, build a funnel of leads, qualify leads, build relationships, support the buying process and generate orders without making your product too expensive to be saleable.

It is vital to apportion the right amount of time and financial investment at each level so as not to put your self out of business.
 A typical example of getting this wrong is spending vast sums on website traffic only to find that they don’t buy anything. Why?  Because they are not at that stage yet.  
Better to use different search terms and target people who have done their tyre kicking and want a better deal. Positioning is still everything. The rues have not changed, just the tools.

  1. The next time you are drawing your sales funnel, or configuring your CRM, add another slice 50 times wider than the biggest one. In here you will put all the” tyre kicking, just looking, maybe some day” people. The ones you’ve been networking with go in here too.
  2. Create a manageable strategy to understand the information and contact needs of this big slice and provide it with minimal effort and expense
  3. Test and establish a way to qualify your people from the tyre kicking slice into the lead slice and back out again without losing them altogether.  This upper slice becomes an ecosystem like the halo over a glass of water. And you need an inexpensive way to keep it in place and growing.

 

Coming next:

 

How can Soviralnetbusworks become a key part of the marketing mix as opposed to an alternative lifestyle?

 

What is the right strategy for me?

April 10, 2010

Bridging the gap between the web and the real world part 2

Part one: Bridging between the web and the real world

This one is a real enigma, no matter what angle you approach it form you get an entirely different viewpoint and just when you think you’ve nailed it along comes somebody to spoil your party with a new twist in the tail.

What is it?

This is the fun bit, it is not at all unusual to follow a conversation on this subject for some time and see everyone nodding sagely in agreement only to discover later that they were all talking about different things, sometimes very different things. Even when I pointed this out recently to a group, they seemed unperturbed and continually agreeing what a wonderful thing “it” was as though I had been merely a figment of their imagination.

I recently started a discussion on networking on one of the social networks.  I have done this every year since 2004 and previously it had always been obvious to the users of the “online network “what I was referring to.  This time, it was not the case.  This time person after person steamed in to tell me how well they are doing out of ”networking” and when questioned, “networking”  covered every flavour of human communication from trade shows, to conferences, breakfast meetings, Facebook and Twitter and meeting your pals in the pub.

The thing that stood out in fact was the deliberate omission of online networking in the majority of answers and those who did mention it were rarely very positive.

Also significant for me was the volume of private messages I received that were negative about all forms of networking online and offline, but especially online. The negative comments about offline activity mostly focused on bad manners at events.

My conclusion was that there is no definition at all out there for networking and it basically means communication.  If you want to narrow it down and have a useful discussion then you have to enforce some rules very aggressively on the conversation.

 Based on responses so far, I am defining networking as: ” making new contacts and keeping in touch with old ones for the purpose of gaining business”

This is not necessarily my definition, but this is as close as I could get to a consensus of opinion.

Define boundaries by agreeing  what it is not.

Many people responded to this with remarks to the effect that it is “not selling”. When probed, they defined selling as approaching a stranger and trying to sell them your product or service. I tried probing to discover why it was OK for the other networker to assume they were looking for business, but not OK for them to be up front about it.  I.E. Everyone at a breakfast meeting  is there because they want business and therefore they know why you are there, so why carry on a pretence, or why be scared to ask for business?  I found almost everyone evasive and extremely reluctant to pursue this discussion.

For the purpose of this discussion I am defining networking as:” making new contacts and keeping in touch with old ones in the hope of getting business from them”

 

What is the demographic of networkers? And what can we learn from it?

This bit was very easy, over a five year period there has been no change at all in this and it is driven home by the owners of all the major online and offline social networks, the users of business and social networks of all kinds are self-employed people who work either alone or in very small companies and partnerships and these are primarily knowledge workers as opposed to artisans, or sellers of goods.

 The only exception to this on a fairly large scale is recruiters who dominate LinkedIn in particular and they only differ in that they work for large organisations, but act independently for the most part. They also differ in that they are actively targeting and approaching customers with immediate propositions.

The key piece of information in this, I believe, is that we have a large group of self-employed people who need to find themselves new customers from time to time, but have no sales , or marketing training or ability and suffer from  a classic sales phobia (over active cringe gland). Interim and contract agencies capitalise heavily on this market need.

Is anyone making any money out of it?

Linkedin have built a huge job board for passive candidates and they are making a fortune. Others online networks are doing well too, The likes of BNI are doing well out of it. 

Stories of people actually building up sizeable small businesses, let alone large businesses are pretty thin o the ground and when you challenge the claims, it is even hard to find many self-employed consultants that have earned considerable fees via online networks.

In terms of offline networking, then it is somewhat different.  Financial advisers and management consultants have always used referral selling as the number one source of new business. They sold intangible products that were bough on trust and these huge financial and consulting firms recognised the need to invest in building this trust, so they focused on building strong relationships with good customers and then asking for referrals.  The new “prospects” were receptive because a large part of the critical trust building had already been taken care of via the recommendation.

Professional firms continued to curt their big influential clients by inviting them to events networking with them. This still continues and generates the billions turnover in consulting business.

I do believe that, in a ham fisted sort of way, modern networking follows this same principal . I certainly believe that modern networking offers professionals the chance to achieve the same ends on a smaller scale, though the skills are still required and the training and back-up is missing.

In conclusion

The key to understanding modern networking is to realise that no two people are talking about the same thing they are mostly just talking and indeed that, for them is the end goal.

Hardly anyone is gaining very much from online networking and in many ways it is probably because it needs to mix with offline interaction on order to let people build trust before making business arrangements, but the role of online is steadily growing and in my personal view it will steeple some time in the next  ten years as the Facebook  generation become influential in the marketplace.

Offline networking is producing gains, but in truth it is far inferior form the professional networking carried out for two centuries by the best financial and consulting firms, it is suffering bad press due to rude predatory members and just like so many bartering clubs in the past, it falls foul of “too many sellers and no buyers” syndrome

 

 Next:

Are there really clear parallels between Soviralnetbusworks and Sales and Marketing theory?

 

 

 

How can Soviralnetbusworks become a key part of the marketing mix as opposed to an alternative lifestyle?

 

What is the right strategy for me?

April 3, 2010

Bridging between the web and the real world

Soviralnetbusworks and all that jaz

How do you find the longest way form a to b. Well here’s a good contender, call the guy in the next room on his mobile.  That message will go into space bounce of a satellite and return to your pal next door.

In a world of 7000,000,000, in a country of 60,000,000 in a town of 30,000 people, who do you find 100 clients for your new accountancy business?
Why you search the 7 billion of course via the internet until you find some who happen to be near you and need an accountant, or at least like you enough to pay you anyhow. OK got that thanks.

Here’s the official theory, in so far as there is one:

You build as big a network as you can and you keep sending emails and publishing tweets and blogs so they all wake every morning wondering what you have to say to them today.

You keep asking what you can do to help and trying to get them business, or worrying about their grannies bunions, until eventually they give in and say I know you don’t really want to be my accountant, but if I begged you, would you do my accounts?

Sales and marketing theory

This is one of the times when I can speak as an authority and indeed the principals are so widely taught and so well understood that it takes little effort to make the points successfully. Here goes.

You start with a product for which there is a defined market, i.e. You know that   they have  a need and that they are accessible and that it is possible to service this need profitably Product, Place, Price Promotion etc.(Common sense stuff)

Next you design your messages to position your offering so that people can understand it and can hang it on their mental notice board as close to the top of the list as possible. E.G. “The guy to call when you want straight talking and common sense solutions”   “Mr No Bull …”

Now you need to target this market so you are delivering  the messages to the right people, not the whole 7 billion, or even the 65 million, but maybe a few  thousand. If you’re an accountant you might time this with a pressing annual need and you wouldn’t send it to too many Non-Doms. With me so far.

Now you give them an opportunity to put their hand up and say, I’m possibly in the market. E.G.  A free booklet on setting up offshore trusts might attract them.

Next you need permission to pitch a few of these and permission to stay in touch with the others in case they need your products at some future time. The relationship building begins now, but most business people are strapped for time, so references and case studies, professional memberships and guarantees are a very important part of the mix.   2, or 3 out of every four who meet you will be unsure about some aspect of you, or the product, or their need and not do business this time, but most can remain in contact and maybe do business in future.

 

How I approached this confuddle

I have been planning this series for a while and always reluctant to make a start because there just seemed to be more to learn and new angles to consider.

I was faced with an agonising choice between methods of presenting the information. E.G. taking all the new information and then comparing it to what I already knew, superimposing it on this framework and presenting the differences.  This is a great way to assimilate new knowledge and skills, but sometimes it blinds you to the whole concept so that you just miss the point.
 Imagine introducing wine for the first time to a 10 pints a day man and having him approach the subject in this way?

As a natural born cynic  (survivor) I am not good at the other method, E.G. suspending disbelief for while you listen intently  and even in the cinema, it had better be good or I’ll probably leave early, so I was not about to immerse myself in the” religion” of the thing in the hope that at some point I’d have a divine revelation.

What I have done is adapted a sort of midway approach that considers all viewpoints without extending the blog to book length.  I hope you find it as useful, as I did.

 

Coming next week …

Making sense of Soviralnetbusworks

Why is it there? Is anybody really making any money form it? Why would it work as a way of winning customers? Why would anybody give up so much time for this when they could do it much more effectively by other means?

 

Are there really clear parallels between Soviralnetbusworks and Sales and Marketing theory?

 

 

 

How can Soviralnetbusworks become a key part of the marketing mix as opposed to an alternative lifestyle

March 6, 2010

Project managers must be consultants and must behave like consultants – it’s a bad day for “permies

Filed under: Knowledge management, project management, soft skills — Tags: — admin @ 3:03 pm

Ed Taaffe has enjoyed a twenty year career in management with the past ten years spent in Project management and takes a special interest I human motivation as a management tool.  In this piece he explains why the consultant relationship with the client and the project team is critical to the success of projects.

This argument has nothing at all to do with the perennial  disagreements between Contractors and “Permies” in the IT industry, though it does go part of the way to proving the contractor viewpoint right.

What does success look like?
First let me be specific about the project failures we are addressing. There are all kinds out there and as any good problem solver or six sigma practitioner will tell you, there is more than one way to apportion blame and define cause.

What I am specifically addressing  is the high proportion of projects that get closed down,  or arrive late enough , or sufficiently over budget, or of sufficiently low quality to be deemed a failure.

These projects all started off wit everything in place and going fine, then at some point they began to drift and continued to drift unchecked until they ended up a failure.

My assumption is that since many projects defy totally accurate prediction of time and cost, there is a built in expectation that budget, scope and or duration may have to move at some point, if this is done and agreed then there is no project failure. Project failure occurs when the rot sets in and it is ignored, or when the project is set up with immovable boundaries and finishes outside of them.

Knowledge management holds the key

Within the technology world there is a particular inability to understand the nature of knowledge and it is mostly equated to data, or at best and not often, to information. The trouble is that neither of theses viewpoints is helpful.
 It is OK to believe that a  software process demands a precise piece of data to work correctly and to live in a virtual world of absolutes as do many technically minded people, but that doesn’t wash in the real world and there lies the corpse of many a CIO.

in the real world of doers, makers and shakers, decisions are made by people and the key ingredient is not the data, but the implicit and tacit elements of the way the people interpret information.

Bear with me, I’m almost done with the boring stuff.
Cognitive Dissonance

Leon Festinger produced a study in 1957 at Stanford University whereby he clearly demonstrated that when somebody has reason to present an argument that is actually at odds with what he believes, he naturally alters is opinions as a result and finds himself agreeing much more with the argument that he previously disagreed with strongly.

It’s not hard to imagine how and why this might occur and there is plenty of further work exploring this aspect of the phenomenon of Cognitive Dissonance, however the most interesting part of the experiment carried out by Festinger demonstrated that when a reward, or threat was used to force, or induce the person to argue against his own beliefs or judgement, then the effect of Cognitive dissonance was lessened, or missing altogether.

Clearly the mind has no trouble in understanding the idea of being paid to hold an entirely objective opinion, which it seems almost incapable of achieving under other circumstances.

Implicit and tacit knowledge

Interpretation of information and comparing it with learned responses and experiential knowledge and bias is the essence of implicit and tacit knowledge. It is therefore critical, naturally that the information is interpreted in a fairly objective way if the resulting knowledge is to be accurate and reliable and good decisions made.

Take the situation where the project manager has been indoctrinated and reaffirmed again and again that the project is on schedule and will not fail, or will not slide and he has sent out the RAG reports and made reports and presentations to stakeholders and boards convincing them that everything is going well, how do you expect he will react to data, or information telling him that several key tasks have slipped and there are issues looming?

It’s all in state of mind

The fact is that if our project manage is part of the culture and one of the pack and he feels the pressure to make this project a success, he will convince himself so strongly of this that he will behave exactly like Festinger’s students did in his experiment back in 1957, he will fail to see, or assimilate that which contradicts what he has been told to believe by the peer group, that which is contradictory to the crowd consciousness.

The answer is simple

The project manager must be an independent consultant and he must be a facilitator only.
He must have no personal stake in the success or failure of the project in terms of hitting dates, amounts, or quality targets, but he must be someone who talks straight, keeps the “permies” honest, ignores the crowd pull and tells the Empror when he is wearing no clothes.

January 4, 2010

Putting agile in perspective.

Filed under: Systems, project management — Tags: , — admin @ 5:23 pm

This article discusses an important aspect of agile that is rarely figures in the big debate, i.e. where agile fits in the great scheme of things organiation wise. It also examines breifly  the concerns that are shared with general corporate activity.

It sheds light on  why agile came about and regularly returns to the fore only to disappear again and most of all it puts the whole cult aspect of agile under the microscope arriving at some perhaps unexpected conclusions.

Conclusion

Some people are overawed by the challenge of software development to the extent that they rely entirely  on a comforting framework to lean against, while others use their big picture perspective to manipulate the marketplace selling  their training, books and consultancy services under one disguise after another, while contributing little or nothing to the profession.

In reality there are two major challenges facing all software endeavours. The first of these is the challenge of dumning down science and motivating people to ahieve some sort of useful marriage. The scope is beyind this article but siffice to say that the internet arrived at least 25 years after it could have and is still years behind where it could be while people catch on to the possibilities. The antithesis of Moore’s Law  if you like.

The second challenge facing software projects could be summed up as defining an agreed goal and delivering on it.
in meeting that challenge the professional will follow the one very simple Software Development Lifecycle (SDLC) regardless of what methodology or framework he/she initially elected. That lifecycle can be loosely described as:

  1. Identifying the organisational goal the commitment, timeframe and budget.
  2.  Identifying a technical solution that meets that requirement within agreed constraints.
  3. Delivering the technical solution within agreed quality constraints.
  4. Delivering on the corporate goals.

The key to choosing and using methodology is to understand the challenges thrown up by a specific project and address them correctly. These challenges will be predominantly driven by corporate culture, process complexity, level of innovation, technical competence and budget constraints.

Ultimately it matters little whether you begin by creating detailed plans and evaluating them technically, or start building storyboards and prototypes. Likewise it matters not a jot whether you build it in time boxes, or spend two years coding before shipping the lot to outsourced testers, both of these approaches will have to meet all four objectives before the project is completed successfully.

There are however, certain projects that simply won’t fit a particular approach. One useful example is that you wouldn’t be advised to take an innovative prototyping and experimenting approach to air traffic control systems for example, as the consequences of error in the “trial and error “ paradigm are well known and best avoided.

The reason for the re-emergence of agile as an SDLC as opposed to a methodology is that it includes items one and four of our basic lifecycle in a single project.

Outside of Agile it is very rare for items one and four to be given very much more than lip service.  Business people are generally untrained and ill-equipped to rub shoulders with the technical aspects of this work and are understandably very frightened to make commitments and take responsibility for something they don’t understand and can’t control.  IT people are rarely equipped with the business knowledge and people skills to pull it off even if they were likely to be taken seruously by the busienss. Hence the ostrich syndrome prevails more often than not.

Agile breaks this deadlock by placing empowered people with all the skills they need and sufficient budget into a single team and telling them to make decisions and get on with it.

 

Agile is to the SDLC what a project is to the enterprise

“Agile places empowered people with all the skills they need and sufficient budget into a single team and tells them to make decisions and get on with it.”

Why does this statement seem radical to some people? Surely we have sufficient grasp of management in the 21st century that we can define a task and get it done with a level of motivation and commitment within just about any corporate body.  Well it seems not.

It is well documented and understood that once an organisation grows to the point where the founder can no longer be involved in every decision, there begins a phase that either destroys it, or morphs it into a modern political and mostly dysfunctional organisation that is driven by policies, processes and politics,  with little identity and few motivated individuals willing or able to chase opportunities or to excel.
The winning strategy to survive and prosper in this corporate world is based on being out of sight and below the parapets at all times except miraculously just after a victory and of course bringing apples to the teacher. Excellence is rarely sufficient and often unnoticed.
As these organisations grow within their specialised field, they substitute predictability, buying power and economies of scale for individual efficiency and innovation and they can survive and prosper despite the negative, but predictable performance levels produced by process heavy environments lacking in initiative, or motivation. 
The problems surface when you try to use that same team with the same culture to do something different.  Not only are you asking them to step out of their comfortable process, but a successful result will often bring with it an unwelcome and frightening change of culture for them and on top of this you are asking them to make decisions and use initiative.  All this in an environment which, through no fault of their own penalises initiative and chops off heads that protrude above the parapet.

This description may sound like a condemnation, but in truth it is just an acceptance of the fact that we are human and we adapt to our environment and that to achieve things we must begin with an honest, or even pessimistic appreciation of that environment and a plan to work within it.

Enter the Project

Although there are projects used in other environments such as construction where they are in fact part of operations, for the most part projects are used as frameworks for dealing with the issues described above. In fact, even when adapted to areas like construction, they still have a key role in abstracting the task at hand from the corporate cultures of client and supplier in order to progress the work at hand in a partnership or joint venture environment.
A typical project will create a governance structure modelled loosely on a company with a senior executive a PM and board that closely resemble the familiar frameworks of CEO, Chairman and board and operate in a similar way for course of the project. This structure releases them from the corporate culture and gives them the the framework and budget to get things done independently.  Just like real companies, they work well when the team are well chosen and pulling together and less so by degrees at other times. Projects without strong corporate support are up against it unless they have a very powerful and committed champion.

Why agile then?

Traditional Projects work well for large undertakings that are sufficiently in-your- face to gain and maintain interest in the boardroom right through to conclusion. Problems get solved and genuine mistakes are not allowed to become bargaining chips.

The trouble is that most projects don’t gain that kind of attention and are peripheral to busy directors and senior executives.  Board members are sometimes not ideally selected, not terribly committed, or even there purely to be kept informed. Occasionay they are hostile.  In these circumstances many projects lose their way for want of decisions, motivation, or intervention against blockers.

This is where the agile paradigm comes into its own.  Instead of creating this large and very formal structure that won’t actually gain critical mass, the key is to choose motivated, knowledgeable and competent people at the right level in the organisation, combine them with high quality technical and support teams and a skilled agile PM while completely empowering the team to make decisions and get the job done while providing access to a senior executive as and when required.

This agile approach returns the project to a small company paradigm with motivated, committed individuals operating with a shared vision, making decisions, communicating meaningfully, pulling together and getting the job done.

The software profession at its best

Surely we have taken software engineering to a point where a reasonably experienced engineer can decide whether something is achievable, give a time-frame and budget and stick reasonably close to it. Again it would seem to be a singularly difficult challenge for the profession.

Since the late fifties, the software industry has learned and developed along a predictable path that is in some ways remarkable and yet in others frustrating.  The return of the same old questions again and again is partly seen as the rejuvenation of boring old ideas for immediate financial gain and this view is not without any truth, but it is also part and parcel of how humans increase their knowledge.

Hegel described the increase of understanding in terms of: Thesis, antithesis ad hypotheses.

In effect he suggested that learning begins with theses, some of this is then rejected (antithesis) and finally, on reflection it emerges for use and further consideration (hypothesis).
Software engineering has developed at a rapid speed through borrowing from hardware engineering, construction and manufacturing, trying these concepts, improving them and trying again. Between 1950 and 2000 the average cost per line of code in use at the US Department of Defence dropped from $10 to $ .000001 as the industry matured. The industry has progressed rapidly in engineering terms, but there’s still a long way to go and especially in terms of interface with the users and investors.

Coding time estimates

In today’s software engineering environment (as opposed to a newly formed team of programmers at random company ltd) the time taken by programmers while programming is roughly as follows:

 timebreakdown coding

In fact as a good rule of thumb, it is widely accepted that when a programmer tells you how long a job will take,  you need to multiply that figure by somewhere between 6 and 11 depending on his/her track record.

If this software is to be of any use it must also be documented for the purpose of maintenance and for implementation, training and user support. In a less mature team these figures would be easily multiplied by anything up to a further five.

Communication time estimates

As you build a team the time for team and project communication begins to rise exponentially as the team size grows and if change is frequent it can reach as much as 50% of all effort with alarming speed.

Propensity for change

 

 The cost of changing requirements/features grows rapidly according to how late in the cycle the change occurs.  This change is mostly driven by omissions and errors at the design phase and design or programming errors further along the cycle. Controlling these changes is down to excellent stakeholder communicat

Impact of change in a software project

Impact of change in a software project

ion and rigorous design and verification procedures.

The preceding paragraphs highlight the very topmost concerns in the simplest possible way yet it is clear even from this short commentary that providing even reasonably accurate estimations is extremely challenging and is a whole team exercise.

It is also worth noting that of the four steps defined in our underlying SDLC, the software engineering discipline only covers numbers two and three.
 Responsibility for defining the business goals and their parameters as well as responsibility for implementing the system in order to capture those benefits remains an equally challenging proposition and lies entirely with the business.
In a product paradigm, the only difference is that product management must take responsibility for customer consultation and feature design.

Software Development Lifecycles (SDLC) are over prescriptive and misunderstood.

The many incarnations of SDLC will generally expand very quickly into a complex map of steps with interdependencies. With the best intentions, they attempt to tie the practitioner into a very prescriptive set of steps, but in doing so they remove the emphasis on common sense and good communications. For the sake of simplicity, when appraising a project, I tend to simplify the lifecycle to just four goals that can be carried out in any order that serves your specific project and revisited when necessary.  By taking this approach, you can apply it to Scrum, RAD, Agile or any waterfall flavour equally well.

  1. Identifying the organisational goal the commitment, timeframe and budget.
  2.  Identifying a technical solution that meets that goal within constraints
  3. Delivering the technical solution within agreed quality constraints.
  4. Delivering on the corporate goals.

In the best implementations, step one receives lip service in the “Feasibility” stage and step four is hardly ever taken into account. In the worst implementations two and three are poorly implemented with substandard testing and little documentation.

Step three regularly suffers from confusion between user and investor with the real end user rarely beimg engaged meaningfully.

It doesn’t have to be like this and it most certainly shouldn’t, but the reality is evident everywhere.

Agile variants are all created equal and simply marketing ploys

SCRUM, Agile and DSDM all tackle the business perspective and place it at the centre of the project lifecycle, they incorporate testing and UAT into the development process and they place emphasis on communication at all stages of the process. Scrum is seen to go a little further in considering the user, though the others don’t exclude it.

Regardless of which flavour you choose, you can tailor it precisely to your project’s needs and the idea that one flavour is better than another is almost to suggest that someone who can master software engineering needs to throw out his book and buy  a different one to add a little more emphasis on the customer etc.

Other concepts associated with Agile methods, such as working in teams of two and holding scrum meetings are all engineering technicques that owe no alegiances to any methodology and should be in everyone’s toolbox.

Can agile be scaled?

There is quite a bit being written recently about scaling agile. I have to be honest in saying that I have not read any of it and don’t have any plans to do so in the short term, but I have read comments from people I respect and it would seem according to their considered opinions to be predictably bandwagon in its nature i.e. a new opportunity for trainers and consultants to wrap something familiar in new clothes and sell it again.

Just as we discussed the small company culture and large company culture earlier in this article, the software project also changes in its nature when the team, or the complexity grows and it is inevitable that more layers of management have to be applied and more prescriptive processes implemented and before you know it you will have waterfall regardless of what you call it.

Large systems can and should be broken down into smaller ones and some, or even many of these can be developed using agile methods, but the overall project needs a more planned and less dynamic approach both from an organisational and an engineering perspective. There is no silver bullet and no  substitute for common sense and communication.

The answer is simple, follow the simple four stages and use whatever methodology makes it easiest to achieve each goal and you won’t go wrong.

November 6, 2009

Communication for project managers

Communication code scheme

Image via Wikipedia

Introduction to the series.

This series was inspired by the growing concerns expressed by project managers about the demands being placed on them to be communicators, ambassadors, PR experts and even Marketers as they attempt to deliver complex change projects into organisations, especially in the IT field but not exclusively. 
Whether you are moving 1000 people to a new location or asking them to stop doing things the way they do and trust you that a new system will work better, the challenge has been raised and if you are not equipped to meet it your project stands a poor chance of succeeding.

 About the author   
Before you even consider communication with any audience from one person to 100 million people, you need to first gain their respect and trust. If you don’t, why should they listen to you.
Just like you they are bombarded with messages all day every day and they only have time to listen to a choice few that come from trusted sources , that gain their attention and arouse their interest.
Gain  their respect.
Don’t assume that these people know who you are and respect your knowhow, or your authority as the case may be. If you are sent by the CEO, then tell them up front and try to get some demonstration of this from the CEO. If you are offering them expertise, then tell them about your skills and background so that they can judge it for themselves.

Gain their trust

Trust is the most important part of communication by a long shot. Respect and trust are related, but not the same. You can win respect through winning trust, but not necessarily the other way around.
If I am to interrupt my busy day to listen to what you have to say, I need to feel I can trust it.
The best way to win trust is to genuinely be interested and concerned about the other person or the audience. You can’t fake this, unless you have shared experiences and shared fears, hopes, or aspirations, then you will struggle to be convincing. Unless you already have this shared experience, then the simple and the only way to achieve it is to clear your mind of all preconceptions and start listening, start asking questions, questioning the answers and listening with every fibre.
The more you listen, the more you will learn. The strange thing about listening is that not only do you learn a lot, but you start to make a lot of friends effortlessly.

What  you are listening for 

First what you are not listening for, you are definitely not listening for hooks to  let you push your story down their necks. You should be listening to what they are saying at face value. You should also be listening for the unsaid things, the little gaps in the logic and the things left for you to imply. These latter are the things you need to question to make sure you get the truth. If you are a walkover and you get it wrong, you won’t win much respect.

Tip.
Be truthful. If you don’t agree say so. This way you will still find many that agree and others that make allowance, you might even learn something.  If you are false, you will be caught out and lose all credibility.

You are also listening for communication styles the way they express ideas, the vocabulary they use, any analogies they use when discussing the issues and the general attitudes that prevail in that audience to prepare you for how to word your communications. More about this later.

You are listening for differing groups in your audience, I.E different perspectives or different ways of framing the same thing. E.G. Board directors probably have a very different viewpoint on a shop floor issue than the blue collar workers do. Later you will need this knowledge when we come to segmentation.

You are also listening for their motivations, you want to know what would be the thing that would make them most enthusiastic and what would be least motivating to be able to offer to them.

You are also listening for indicators of who their influencers are, who else do they listen to and trust and why. It may be Unions, it may be certain newspapers or magazines, or a TV show. Knowing this will help you to communicate effectively with them.

Listening is a learned skill and only practice will perfect it, it ,may also be a bit of a change for som people, I promise you that if you will try it out for a week, with no motive other than to see what happens, you will never regret it.

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October 23, 2009

The IT profession where are they when you need them most?

The background and the big debate.

There has been a lot of discussion lately from entirely different quarters and from across the globe that carry the same fundamental messages and I am struck by the opportunity to achieve something of value if only we can bring some of these ideas and people together.

I took part in a global discussion recently  involving almost thirty project managers around the world  about the nature of project management and why IT projects go wrong.  The insights and collective ideas were fascinating and thought provoking.  Parallel to this there has been similar conversation about the issues with the IT profession and it’s relationship with business. 
The BCS has re-launched in the UK amidst various noises that recognise these same problems.  World leaders are all appointing  IT Tsars and learning the buzzwords.  The US has the first highly IT enabled president and innovative ideas are beginning to gain some audience again.
Project failures, the reduced numbers of young people entering IT and the critical role of IT in the future of the world are hot topics just now and rightly so.
Against this backdrop, we have dedicated and enthusiastic IT professionals out of work in record numbers, many suffering extra hardships due  to the insecure, cyclical nature of their normal employment and to add insult to injury the IT projects that are continuing are often in jeopardy due to being managed by untrained people.

There are two sides to this.

The IT profession, must shoulder it’s share of the blame for these problems.  IT people at the top of their profession too often and in too large numbers come across as  anoraks.
Failure to take an interest in their customers and the needs of those customers has left them out of touch, in the basement, playing with their toys happily and hoping someone will figure out why they need one and come asking.  The anorak will then reluctantly part with his baby, offering no help in it’s adaption and seem to take pleasure when the new owner runs into trouble.
This lack of foresight and fortitude has not only alienated intelligent young people looking for a rewarding career and especially women, but it has left the door open for the “one eyed man in the land of the blind” (OMB).
The one eyed man is the customer turned geek, the game keeper turned poacher, the guy, or occasionally girl, who was sucked in out of necessity and now lords it over all. Equipped with a few buzzwords and firm grip on the board, he or she drives fiasco after fiasco , wastes million after billion and IT as a profession shoulders all of the blame for his ineptitude.

Business leaders too are culpable and deserve most of what they get.  A CEO who didn’t understand finance and didn’t have a CFO, or other equally trusted (and trained) adviser would be rightly ostracised and.
Nobody even questions this for a moment, yet CTOs and IT directors are the exception rather than the rule and outside of the IT industry itself, a CEO who understands technology is rare indeed.

The CEO who chooses a legal adviser because that adviser doesn’t have a legal vocabulary and therefore can be understood, would rightly end up answering criminal charges, but this is precisely the approach he/she takes to technology advisers. The results speak for themselves

Which catastrophes should have been avoided?

There are in particular three types of IT disaster that arise specifically from the inability of IT professionals and Board directors to engage meaningfully and share knowledge.
1. The gap filled by the  “OMB” who understands neither IT nor business, and is not accountable, having  IT as a convenient fall guy, results in business  failing to start the right projects and failing to deliver too many of those they do start, or the costs being far too high.
2. Clever networking and marketing by the big vendors offers the beleaguered executive a sense of security that she/he is receiving unassailable advice from this big brand.  Not very likely and not very affordable. This is a key driver of inappropriate IT  investments.
3. The IT profession is alienated and discredited further, de-motivated and demoted to the basement with a prestige level marginally above that enjoyed by the caretaker, they skulk and take occasional pleasure in the mistakes of their peers. After all it is human nature.

So we are all to blame, how can we make it better?

As individuals

As individual IT professionals we absolutely must concentrate our minds on solving problems and making improvements that customers want and will pay for.  Tinkering with technology is a great pastime for those with a passion and it leads to innovation and creativity, but in business, at work, we need well focused solutions, well understood and  well delivered.
Above all we must be conscious of our image and credibility, professionalism, helpfulness, a real interest in our business  as part of the team and a willingness to translate the jargon and to spread enlightenment.

As a profession

It is a young profession and in reality there is no GP of the IT profession there are many specialists, education and career development needs to provide this missing overview and interface to the world as the core skill.
We need to improve our collaborative skills to embrace business and recognise their leading role as the financiers and drivers, listen to their needs and grab their attention to enthuse them about the possibilities.

We need to open and lead a dialogue with business that earns and keeps the respect we crave and deserve and places our profession in the position of trusted advisers in and out of the boardroom and educators at every level.

We need new disciplines to fill the role of selecting, buying and implementing technology professionally as opposed to relying on lifecycles and frameworks designed to support  software development way back when and management frameworks designed  for a Public sector  environment alien to the commercial environment, both of which are hopelessly inadequate and inappropriate for the current needs of business and public sectors.

Business

The ultimate responsibility is yours and you know where the buck stops.  Alienating the IT profession has not delivered the goods. Encouraging ambitious young managers to stray into territory they don’t understand attracted by sizeable budgets is the worst kind of mistake, because you won’t even know what it is costing you since you have nothing to compare it to. Taking advice from suppliers about what you should invest in is really not clever and will not leave much of the value on your side of the fence.
Take your responsibility seriously and learn enough about IT to be able to take advice and take a key role in decisions.  Ask your IT people, organise briefings with them for the whole company.  Have them report regularly on new potential opportunities and technologies and learn to innovate together.
Develop trusted advisers in your boardroom and take IT seriously as an enabler and as a critical force for maintaining competitive edge and an opportunity for gaining advantage.  Don’t gamble with something so fundamental to your success.
Ask yourself this, what is the likelihood of Finance, HR, or even Ops discovering  a twenty percent competitive advantage for the business next year?  There’s only one place you can realistically expect that this might happen and you need to be awake and listening and at the front of that queue.

Concerned politicians

Provide more support and opportunities for innovation in business.  If innovation is done in a business setting it will tick all the other boxes and drive successful products. We need universities too and we need them staffed with people who have spent at least part of their professional lives delivering in a commercial environment.

Create the environment where IT people can learn more about business and business people about IT and showcase this within the public sector.
Nowhere is IT treated more poorly as a profession than in the public sector, leading to only a tiny number of well paid IT professionals being employed there in influential positions, but an army of transient day workers,  described as consultants, but rarely consulted  with neither status, nor very much influence.
Nowhere has more money been spent on so little, or more blame been passed on to the IT profession.
There lies  an enormous opportunity to bring IT in from the cold and put it at the forefront of Government.

Start doing business with innovative growing small and medium local technology businesses that can deliver value to the tax payer  without cutting corners, or taking our revenues abroad  and reduce the reliance on global monsters that outsource 90% of their operations, draining both wealth, opportunities and  skills away from the local workforce.

World leaders

In dealing with the overwhelming problems that face us as a  global family from Global warming, to receding supplies of carbon fuels and the collapse of the financial system and more poignantly our confidence in it, there are few rays of light on the horizon other than those that might be offered, or facilitated by technology and most specifically IT either as a solution or an enabler of that solution.

Put a small piece of the war chest aside to challenge technologists and  accelerate the race towards solutions that can reduce or eliminate our reliance on fossil fuels, help us to cope with global warming and prevent another global financial meltdown.
Place our faith and our investment in intelligent use of technology, for there lies the only likely source of our salvation.

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