Some fantastic ideas are pitched...but die on the vine because they lack the support to succeed. And others are launched...but they fail to overcome internal obstacles to developing a culture of acceptance. This talk will discuss obstacles to internal buy-in, including facing political hurdles, the power of internal interviews, developing influential champions, and overcoming the cultural barriers to adoption.

1. © 2018, zeet consulting incorporated
how good ideas fail
annie hardy | founder and managing director
@ergoannie | @PCAustin
overcoming cultural obstacles to foster internal support
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3. we’re here because
fantastic ideas can
die on the vine.
@ergoannie | @PCAustin

4. ...and sometimes, an absence
of internal support is a key
factor in their downfall.
@ergoannie | @PCAustin

5. today:
fostering internal support
for good ideas
@ergoannie | @PCAustin

6. internal buy-in can require:
● diplomacy.
● humility.
● listening ears.
● bourbon (or coffee).
@ergoannie | @PCAustin

7. might i recommend:
@ergoannie | @PCAustin

8. rapport+or =
(taking time to build relationships
with key stakeholders
starts with listening, and
ends with political progress)
@ergoannie | @PCAustin

9. 5 steps to fostering internal support
● Secure a credible champion
● Face internal politics, head on
● Reveal hidden obstacles
● Use data to build consensus
● Craft a practical plan
@ergoannie | @PCAustin

10. secure a credible champion
● Find your executive wingman or wingwoman
● Thank them for their time and valuable perspective
● Make the business case one-on-one
● Ask directly if they’ll help you sell the idea internally to their peers
○ Can you name drop?
● Get a list of staff that must buy-in for this to succeed
○ Ask what is important to each of these staffers
● Ask if they’ll make email introductions (if credibility is needed)
● Ask about specific political hurdles you must prepare to face
● Ask them what else you should know before you go into battle
@ergoannie | @PCAustin

11. face internal politicians, one-on-one
● Schedule one-on-one interviews with political powers
● Act as an Ambassador of the idea
● Make sure they understand that their perspective is valued
● Listen to their concerns and opinions
● You can also validate information you’ve heard from other, but
be cautious not to start a war
● Build findings report of conflicting opinions from different
team members
@ergoannie | @PCAustin

12. identify hidden user obstacles
● Conduct internal user/practitioner interviews
● Make sure they understand that their perspective is valued
● Build rapport and engender trust
○ Crucial, because barriers to adoption are often emotional
● Engage active listening
● *Then* segment and prioritize your internal audience
● Explore user journey and/or Jobs to be done
● Pay close attention to hidden obstacles (shadow mapping)
● Build findings report about potential internal obstacles
@ergoannie | @PCAustin

13. use data to build executive consensus
● Schedule group meeting with executives
● Present Internal Perspective - quotes
● Present Market Perspective - quotes
● Present Facts and Figures
● Present Obstacles to Adoption
● Facilitate Conversation
● Identify Priorities
● Secure Budget
@ergoannie | @PCAustin

14. before we proceed to the last step:
“shadow mapping” is the term i use for
revealing hidden obstacles.
@ergoannie | @PCAustin

15. real quick: shadow mapping
deciding what movie to see
research
what’s in
theaters
OBJECTIVE: decide on movie
research
what’s
available to
rent
Google search
Theater
website
fandango
Netflix
Redbox
Prime Video
mental
task/
job to be
done
tools
and/or
resources
@ergoannie | @PCAustin

16. real quick: shadow mapping
deciding what movie to see
research
what’s in
theaters
OBJECTIVE: decide on movie
research
what’s
available to
rent
listen to
kids argue
over movie
steal phone
away from
son playing
Minecraft
Google search
Theater
website
fandango
Netflix
Redbox
Prime Video
noise-
cancelling
headphones
coin to flip
iPad
Macbook
husband’s
phone
mental
task/
job to be
done
tools
and/or
resources
Shadow mapping is
identifying the hidden
emotional, cultural, or
technical obstacles to
someone doing the task
you want them to do.
It’s helpful when trying
to prevent cultural
factors from bringing
projects to a full stop.try to remember that movie you
saw on date night 6 months ago.
@ergoannie | @PCAustin

17. craft a practical internal onboarding plan
● Develop internal messaging
● Develop internal training methods
● Develop internal enablement tools
● Consider establishing user champions or trainers
● Work with HR and Department Managers for roll out
● Test, Gather Results, Optimize, and Repeat
@ergoannie | @PCAustin

18. key takeaways:
● Secure a credible champion
● Face internal politics, head on
● Reveal hidden obstacles
● Use data to build consensus
● Craft a practical plan
@ergoannie | @PCAustin

19. annie hardy | founder and managing director | zeet insights,
annie@zeetconsulting.com | @ergoannie | linkedin/com/in/anniehardy
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