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The (New) Hierarchy of Needs – Part IV

[This is part four of a series on project management that is based upon Abraham Maslow’s “Hierarchy of Needs”]

Accountability

The next level up moves beyond this “foundation” and starts to get into the tactical level – “who’s involved and who’s accountable?”  In this layer, we build an organizational chart that shows who is involved and where each resource “fits”.  Discussions around “workstreams” and communication pathways can be found here.

In order for a project to be successful, accountability needs to be defined and enforced at multiple levels – not just with the project performers.  All project participants – including stakeholders – have a specific role to play, and if they have a role to play that means that they are accountable for “something”.  Said in another way, if it’s difficult to define what that resource is accountable for, then they should not be part of the project.  It’s really that simple.

Creating a team organizational chart is the first step in this accountability definition.  The key is that there should be ONE and only ONE leader.  Ensuring that the leadership chain is clear and unambiguous in the visual is extremely important – if it’s not obvious who is running the project, then you have a problem.

Having a technical lead, for example, can be beneficial but only if the structure is defined such that the technical lead reports to the PM.  If the PM and technical lead both report to the sponsor or customer, then you have an accountability problem.  Similarly, if you have multiple customers, how does that working relationship look?

Again, if it’s not obvious in the visual, it’s not going to be obvious in practice.

Another tip is to keep the core team as small as possible.  Why?  Mainly because the more resources you have, the more communication paths you create.  Communication paths are critical to a successful project and need to be carefully managed.

For example, in a “loose” organizational structure, you are more likely to have communication “cross talk” and duplicative efforts which impede progress.  Maintain the team organization and manage communication pathways like a traffic cop – keep things organized and life will be easier.

What happens when your project scope requires a significant number of resources?  Your core team can and should remain small.  Just divide the organization into discrete areas of accountability.  Again, keep the core team small and hold people accountable.  Careful workstream definition is key here.

I’ve learned even when people are identified on an organizational chart, it doesn’t mean they “buy-in” to the structure you’ve created.  Unfortunately, the reality is that they are unlikely to challenge what you’ve “built” because doing so can put them in an awkward position and you’re likely to receive false acknowledgement.

The key is to ensure team participants are comfortable in the role that you’ve identified, and if they are identified as a workstream lead, doubly ensure they know what you are asking them to do.

If you have the luxury of leading a team where roles are undefined, it can be beneficial to utilize Strengths Finder to truly understand the strengths of each resource.  It’s easy to assume that each person has strengths that align with the task they have been assigned, but that can be misleading.

Get the most from your resources by understanding where they excel and how they wish to contribute.

Remember, your primary goal is to build a solid relationship with the team.  If you don’t have that, it’s going to be difficult to be successful in your role.  Your secondary goal is to delegate, assume positive intent, empower the team and let things sort themselves out – you are not there to micromanage.  If you are micromanaging, you either haven’t got the right framework in place or you have the wrong resource doing that particular task (or both).

The (New) Hierarchy of Needs – Part II

[This is part two of a series on project management that is based upon Abraham Maslow’s “Hierarchy of Needs”]

Having managed projects of various sizes and complexity over the past several years, I was puzzled with the absence of “interpersonal” elements in project management literature given that the team is ultimately at the core of any successful project.  To this end, I formulated a hierarchy of needs that incorporates pure project management concepts along with core interpersonal elements.

This hierarchy looks like the following:

  • Momentum
  • Problem-Solving
  • Accountability
  • Storytelling
  • Constraints
  • Foundation

The key behind this structure is that it has a very close relationship to Maslow’s original hierarchy of needs.

This is important to understand because the “real” goal of any project is to have a team where each individual is striving to be the best.  If each team member can work within an environment or “operating structure” (the layers listed above) such that they are able to realize their full potential (i.e. she/he is involved and engaged) and reach a state of “flow” (self-actualization), the collective team will ultimately build enough positive momentum to virtually guarantee project success.

Thus, you can see why this hierarchy of needs and the concept (and primary goal) of “self-actualization” is extremely important: if team members are happy, the chances for project success are that much greater.

Let’s explore this hierarchy in more depth.

Foundation

At the bottom of the hierarchy is a fundamental understanding of what the project hopes to accomplish.

To this end, going through a formal exercise of defining an explicit mission statement and underlying objectives can be extremely beneficial in the long-term.  This may seem unnecessary or even foreign.  But first, what exactly is a mission statement?

“A mission statement is a brief written statement of the purpose of a company or organization. Ideally, a mission statement guides the actions of the organization, spells out its overall goal, provides a sense of direction, and guides decision-making for all levels of management.” – Wikipedia

In the project management arena, the mission statement is ultimately there to guide the project team and to serve as a “beacon” when things start to become cloudy – “Why are we doing this again?” or “Why is this important to the company / LOB?”  In some circumstances, the explicit definition of a mission statement can start to raise questions across the board where assumptions will start to be challenged.  “Oh, I didn’t know that we are really doing this for LOB A …. if that’s the case, then we need to do X, Y and Z …”

Once there is agreement on the project mission, it’s only then where you can start to identify core objectives.

There really shouldn’t be many – three or four.  If you find that you’re heading beyond that, you may start considering ways to break up the project.  Be careful that the customer is not automatically jumping to the requirements definition “phase”.  This is not a requirements gathering exercise – it’s asking “What are you fundamentally trying to accomplish?”  If you’re struggling at this stage, it’s recommended that you remain at this “level” until you and your customer are certain what you’re collectively going to do.

In some situations where there are multiple organizations involved, it is also valuable to define what each organization/department hopes to gain from their participation.  While this may not directly change things, this level of understanding is helpful when challenges arise – “I see why team A is pushing back on X, because they are really focused on Y …”.  It’s better to know what’s driving behavior now than struggle with it later on.

Evolution.

As I mentioned in my last post, this blog will start to focus more attention to the evolution of my new design firm, Big Generator.

As this blog has significantly helped me with my personal challenges, I think it will offer a similar benefit towards helping me keep up the level of motivation, persistence and energy that a new business venture requires.  I also think that the sheer transparency of what I am thinking about and how I am going about improving my business and design abilities can ultimately serve as a self-fulfilling prophecy of its own.  If I think positively, the majority of the work that I do, both from core design and business perspectives, is also more likely to result in positive outcomes.

While increasing the level of transparency is important, it’s unlikely that I’ll mention specific clients within these posts at least until the project has concluded.  If the client maintains all rights to the work, then I won’t, of course, be allowed to publish any related information about the engagement.  Independent of the situation, the process of approaching a new design challenge and coming to a final solution is worth documenting.  In many circumstances, the process of documenting your experiences can refine your level of understanding and push you to think about the situation in new ways.

At this point, the business “foundation” is nearly built – this foundation includes the core brand, web site, portfolio, letterhead, many project proposal letters, and a supplemental graphic visual suite.  The next step in the process is to develop a comprehensive client building strategy – to do this I am reading a book called Get Clients Now by C.J.Hayden.

After reading the first fifty pages, I’ve learned the key to a successful client building strategy is persistence.  To achieve persistence, the development of a formal plan is required.  To summarize here, there are five such steps that need to be followed every month:

  1. Marketing Strategies – selecting two to four client-building strategies
  2. Marketing Stage – identifying the stage of the marketing cycle where you are having difficulty
  3. Program Goal – identifying what you want to accomplish during that time period
  4. Success Ingredients – identifying the missing ingredients that you need to be successful
  5. Daily Actions – documenting the specific steps that you are going to do

In addition, there are six marketing strategies discussed in the text (from most effective to least effective):

  1. Direct Contact and Follow-up
  2. Networking and referral building
  3. Public Speaking
  4. Writing and Publicity
  5. Promotional Events
  6. Advertising

At this stage, my next step is to finish reading this text and start developing a monthly plan of my own.  In my a future post, I will share additional details about what my client building strategy looks like and how well it’s working.  As indicated earlier, sharing the strategy in this manner will help increase accountability and will provide a history from which I can learn.