Managing Up, Down and Sideways - Digital PM Summit 2013

Managing ☝, ☟ and ☞
Breandán Knowlton
@bfk | breandan.org

#Dpm2013

Hi. I'd Iike to talk to you today about relationships.

Digital Pm Summit 2013

@Bfk

Raise your hands …

#Dpm2013


… if all of your projects run smoothly (OK, we’ll go home)
… if everything you’ve done is on time and on budget (Will you teach me?)
… if you do complicated projects with people who don’t always agree.

@Bfk

+

“

”

Do not worry about your difficulties in Mathematics.

#Dpm2013
#Dpm2013

I can assure you mine are still greater.

– Einstein

Digital Project Manager Summit 2013

@Bfk
@Bfk

Einstein said, “Do not worry about your difficulties in Mathematics. I can assure you mine are still greater.”
I kind of feel like that about projects. We all have difficulties - I don’t know that mine are any more difficult than yours, but since some of you have asked,
here’s the project that I’m working on.

#Dpm2013


@Bfk

I work at Europe’s digital museum, library and archive, called Europeana. We’re trying to digitise the contents of all the museums, all the libraries, all the
archives in Europe, and bringing them together in a shared repository.
This is a complex project, involving hundreds of people in 30 countries, and has cost 1/4B Euros so far. We’re about 1% done – that’s about 30 million
cultural heritage objects that we’ve collected.
But even with a large project, my biggest problems aren’t managing money and time - but relationships.
And there's a big barrier here that keeps us back.

http://www.ﬂickr.com/photos/41894166582@N01/843277238/

#Dpm2013


@Bfk

In our field, like others, there’s a problem with stereotypes that keep us from really understanding the relationships around us. If I asked you to identify a
coder, a creative, or a client you’d form immediate mental images of those people.
Stereotypes are evolutionarily useful for humans - they help us instantly identify our predators - and run! They hide all of the analysis and detail.
But sometimes we need the detail.
One of the hardest thing about relationships, as we heard yesterday, is in developing empathy for other people. And I don't mean soft and fluffy listening
skills, though those are important too. I mean the actual ability to understand what is going on in your relationships with other humans.

Today
Relationships
Four Models
Two Exercises

#Dpm2013


@Bfk

So today I’d like to present a frame, a theory that might help you to sort out some of those relationships. I’d also like to do a couple of exercises where we
can discuss with each other how this might apply to your projects.

The Fiske Model
“A Framework for a Unified Theory of Social Relations”

#Dpm2013


@Bfk

I'm going to put on my anthropologist hat. My model today comes from Prof. Alan P. Fiske of the UCLA Department of Anthropology. Like most
anthropologists, he does fieldwork to study other cultures and how they operate. As part of his work, he’s developed what he calls “A Framework for a
Unified Theory of Social Relations”. (http://bit.ly/a1aoqL)

#Dpm2013


@Bfk

He published most of his work in the early 90s, and it has been validated by a number of subsequent experiments. Currently this work is being used to
model problems in business and family life, and even to answer questions like, “which string quartet becomes the most popular in a region?”

http://www.fasoforward.org/faso/

#Dpm2013


@Bfk

Prof. Fiske did his research among the Mossi (Moose) tribe of Burkina Faso in Africa. He spent time learning the social traditions of this group of people,
and noticed that all of their interactions could be broken down into a few social relationship models, which he described in his Framework. After coming
back from Africa, he and other scholars conducted experiments showing that these models were in fact universal.

“

An interpersonal relationship is a strong, deep, or close
association/acquaintance between two or more people
that may range in duration from brief to enduring.

… a social relationship exists when any person acts

under the implicit assumption that they are interacting

”

with reference to imputedly shared meanings.

– Fiske
#Dpm2013
#Dpm2013


@Bfk
@Bfk

We think about “relationships” almost interchangeably with “romantic relationship”, but in fact it describes any “strong, deep or close association or
acquaintance between two or more people, ranging from brief to enduring.” Prof. Fiske further notes that these social relationships “exist[] when any
person acts under the implicit assumption that they are interacting with reference to imputedly shared meanings.” In other words, we maintain
relationships under the assumption that our partners are using the same definitions that we are. There are four types.

CS

1. Communal Sharing
e.g. Love
Commons
Collective Responsibility

#Dpm2013


@Bfk

The "Communal Sharing" relationship type holds whenever there is collective responsibility for something, such as a family or romantic setting.

CS

http://www.chobirdokan.com/1162/

#Dpm2013


@Bfk

When we enter the “Collective Responsibility” of our family relationships, we don’t expect a quid pro quo. Instead, we see that we’re contributing to
something greater than ourselves.

http://johngodley.com/tag/regents-park/

CS

#Dpm2013


@Bfk

In the same way, a commons such as a public park is also governed by a Collective Responsibility -- we each contribute, we each take value, but the
relationship between these sunbathers is about a common, shared responsibility for keeping the park safe and clean, through personal action, taxation or
some other means.
So if there's "Collective Responsibility", you're in a "Communal Sharing" relationship.

AR

2. Authority Ranking
Hierarchy
Class
Prestige

#Dpm2013


@Bfk

Secondly, we have Authority Ranking relationships. Whenever you see an asymmetry in status, or class, or power, this is probably an authority-based
model.

http://www.royalnavy.mod.uk/News-and-Events/Latest-News/2012/May/10/120510-QDJ-Edinburgh

AR

#Dpm2013


@Bfk

This might take the form of a formalised class system, such as a monarchy or a military. These formal systems generally can be seen outward signs such as
uniforms, body language or more subtle cues like big offices.

http://www.flickr.com/photos/kittyfoo/5817897001/

AR

#Dpm2013


@Bfk

But authority also comes from other kinds of ranking. When visionaries in a field are listened to and respected simply as a result of their knowledge or
ideas, this is also a difference in effective authority.
So if you notice status differences, you're in an "Authority Ranking" relationship.

3. Equality Matching
Games

EM
#Dpm2013
#Dpm2013

Democracy
Laws


@Bfk
@Bfk

The third model is called “Equality Matching”, and is about our sense of fairness. In our games, in our politics, in our laws, we expect people to be treated
fairly and equally.

http://www.ddth.com/

EM
#Dpm2013


@Bfk

Opposing players on a football team will fight fiercely, but both sides fully expect to be treated equally and fairly under the rules of the game, as
adjudicated by the referees.

EM
http://www-personal.umich.edu/~mejn/election/2012/countymaprb1024.png

#Dpm2013


@Bfk

When we vote for our leaders, we believe that it is fair to have “one person, one vote”, and we expect those votes to be counted fairly and transparently.
If your consideration is about justice or fairness, you're probably in an "Equality Matching" relationship.

4. Market Pricing
Prices
Wages
Cost-Benefit

#Dpm2013


MP
@Bfk

The last kind of relationship in Prof. Fiske’s framework is the “Market Pricing” model. This mode seems obvious to all capitalists - we expect to trade
goods or services for tokens or goods of equal value. The relationships here are governed exactly by a “quid pro quo”, or “this for that” - we expect the
same value that we contribute.

MP
#Dpm2013


@Bfk

This pricing is usually denominated in cash, but there are other more indirect trades that we make, such as investments in the future and services in-kind.

http://www.opencurrency.com/buy-sell-or-trade/

MP
#Dpm2013


@Bfk

Of course, any barter system would fall under this model as well -- the important thing is that we expect to take out exactly what we put into the
relationship.
I'd you're looking to trade things of equal value, you're in a Market Pricing relationship. A lot of projects start out this way, but you might be frustrated if it
stays there.

CS1. Community Sharing
AR

EM


#Dpm2013

4. Market Pricing

MP
@Bfk

So, to recap, we have four modes of social relationships,
Community Sharing - Collective Responsibility,
Authority Ranking - Difference in Status,
Equality Matching - Justice and Fairness, and
Market Pricing - trade of equal value.
There tends to be a dominant one at any given time. Also, any two people tend to stick to the same kind of relationship, and it will take conscious effort to
break out of that mode.

http://www.therussianshop.com/russhop/invitationalpage/sudarushka.htm

#Dpm2013


@Bfk

Of course, there are always lots of things going on, and we nest these relationships within each other. In a family, what might be largely a Communal
relationship also includes Authority differences between parents and children, probably includes activities where Equality and fairness are essential, and
perhaps even involves a certain amount of market-based bargaining. But one mode tends to be dominant.

Exercise: Empathy Map
Spend 5 minutes individually thinking about
how your assigned persona
thinks & feels about your last project.

#Dpm2013

So let’s do an exercise.


@Bfk

#Dpm2013


@Bfk

So let’s do an exercise. An “Empathy Map” is a tool developed by Dave Gray and XPLANE, and is popular with User Experience folks. While these are
generally used to create mental models of our end-users, today we’re going to do some modelling of people a little closer to home. I’ll ask each of you to
spend five minutes thinking about how a persona thinks & feels about your last project.

Let’s discuss.

#Dpm2013

Let’s discuss.


@Bfk

Exercise: Case Study
Spend 5 minutes individually thinking about
a recent conflict on one of your projects.

#Dpm2013


@Bfk

Now that we’ve made some mental models, let’s do another exercise. On the other handout I’ve written down just a couple of questions. Spend a few
minutes thinking about a recent conflict on one of your projects. For example, when Mr. Zeldman told us yesterday about a boss who asked for a 1px
border, the boss assumed that he was in a higher-status position. In fact, Mr. Zeldman saw that relationship as a much simpler market exchange of labour
for money, and considered himself to be the authority on design. They were using different models.
So think about a conflict you’ve had, and if you can, think about how the other person perceived that conflict and what models might have been involved.
Take five minutes, and then we’ll discuss. You can talk among yourselves if that’s helpful.

Let’s discuss.

#Dpm2013

Let's discuss.


@Bfk

CS

To sum up:

AR
1. Community Sharing

EM
#Dpm2013

4. Market Pricing

MP
@Bfk

To recap: there are four modes of social relationships, and it’s your job as a PM to identify which one you are in at the moment. You can manage up with
your bosses, manage down to your team, and manage sideways with your clients.
From there, you can build a better picture of the person you’re dealing with. And from that point, you can decide whether you want to play by the rules of
that model or not.

“

When you start to develop your powers

of empathy and imagination, the whole

#Dpm2013
#Dpm2013

world opens up to you.

”

— Susan Sarandon


@Bfk
@Bfk

Susan Sarandon reminds us that “when you start to develop your powers of empathy and imagination, the whole world opens up to you.”
We’ve had some good discussion here today, and I would encourage you to continue the good work using the hashtag #dpm2013 or find me on twitter at
@bfk or on the web at breandan.org.

Thank you for your attention!
Breandán Knowlton
breandan.org

#Dpm2013


@Bfk

If you’ve enjoyed the discussion, I’ve recently written an article for A List Apart (http://alistapart.com/articles/getting-to-flow ) that you might find
interesting, called “Getting to Flow”. I’ve also written a book called “A Practical Guide to Managing Web Projects”, available in paperback and eBook
from FiveSimpleSteps.com (http://www.fivesimplesteps.com/products/a-practical-guide-to-managing-web-projects). If you’ve brought a copy with you, I’m
more than happy to sign it for free. Unlike William Shatner when I was at New York ComicCon last week.
Thanks so much for listening this afternoon!

Managing Up, Down and Sideways - Digital PM Summit 2013

Recommandé

Recommandé

Contenu connexe

En vedette

En vedette (7)

Similaire à Managing Up, Down and Sideways - Digital PM Summit 2013

Similaire à Managing Up, Down and Sideways - Digital PM Summit 2013 (20)

Dernier

Dernier (20)

Managing Up, Down and Sideways - Digital PM Summit 2013