This book consists
of ten segments the core of which are:
- Setting the Stage
- Know Your Stakeholders
- Plan Stakeholder Engagement
- Monitor Engagement
- Top 5 Tips for Effective Engagemen
off the bat, George challenges the classic project management definition of "success"
with a different perspective. It is true that from a management-of-the-project
perspective, the measure is the classic "On Time, On Budget", always assuming
that the Quality is satisfactory. However, stakeholders are typically more interested
in the project's outcome. In other words, "customer satisfaction" is in the final
product. But not all stakeholders will view the project results the same way.
In George's view:
project is considered as being successful if, after the dust has settled, it is
remembered that it delivered perceived value to stakeholders. ... Delivered
value and associated project success is extremely subjective it's all in
the eyes of the beholder."
So, George's "new" definition states:
"A project is only as successful
stakeholders think it is!"
George goes on to point out:
"However, people's confidence in their perception can be exploited
by a savvy project manager. By highlighting certain details you can focus their
attention where you want them to look, and influence their "own" opinion
it's more efficient to make them see by themselves what you want them to see,
rather that trying to convince them to accept your version of reality!"
18. Ibid, p11