How psychology can be leveraged for Stakeholder Management

1. Psychology of Stakeholder
Management
Presentation made at PMI Conclave – Mumbai – Jan 2015

2. WON TOP HONORS
PMI National Conference – Sept
2014

3. 1. Themes of Psychology
2. Recommendations for PMs

4. Themes of Psychology
Influencing
Negotiation
Alignment

5. Influencing
Dr. Robert
Cialdini
Six Principles

6. Influencing -Reciprocity
Iskon disciple would give flower as a gift
Another disciple standing next would ask
for a donation.
It was hard to then refuse a smiling
request for a small donation
People tend to return a favor
How a $0.05 flower can
bring in thousands in
revenue ?

7. Joshua Bell
and the
Subway
Experiment
Influencing -Authority
Played as an incognito at the subway station
and no one paid attention
Collected $52 from passersby
Earned considerably more playing the same
repertoire at a concert
Need to establish credentials to Influence

8. Influencing –Social Proof
Asch
Conformity
Experiment
Individual's own opinions are influenced
significantly by those of a majority group
To influence use the horizontal peer power

9. Negotiation
Leigh
Thompson
How to effectively Negotiate ?
Focus on needs not positions
Create positive environment

10. Negotiation - Needs Vs. Positions
Position
What is required
Need
Why it is required
Address Needs and not Positions

11. Negotiation - Create positive environment
If negotiators see positive outcomes, they
tend to be more inclined to reach
agreements

12. Alignment of Stakeholders
Realistic Conflict Theory
provides insights into achieving
Stakeholder alignment
Robert Cave
experiment

13. Alignment of Stakeholders
Avoid competition for the same goals
Have Super Ordinate goals
Develop Shared goals
Muzafer
Sheriff

14. Psychology for managing people dimension

15. - Influence: The Psychology of Persuasion By Robert Cialdini
- Harnessing the Law of Reciprocity
- http://www.projectmanagement.com/blog/Voices-on-Project-Management/7945/
-http://www.blcopywriting.com/what-the-hare-krishna-can-teach-you-about-marketing
- http://www.blcopywriting.com/what-the-hare-krishna-can-teach-you-about-marketing
-Law of Authority
- Joshua Bell - http://en.wikipedia.org/wiki/Joshua_Bell
- The Mind and Heart of the Negotiator by Leigh Thompson
- Focus on Needs not Positions - http://web.mit.edu/negotiation/www/NBivsp.html
- Realistic Conflict Theory
-http://en.wikipedia.org/wiki/Realistic_conflict_theory
-Robbers Cave Experiment
-http://www.simplypsychology.org/robbers-cave.html
References

16. Videos
Influence : Science of Persuasion -
https://www.youtube.com/watch?v=cFdCzN7RYbw
Social Proof - ASCH experiments
https://www.youtube.com/watch?v=DQ7r8iy8r6A
Authority – Joshua Bell Washington Post experiment
https://www.youtube.com/watch?v=LZeSZFYCNRw