What is your Influence Agenda?

Some things are cliches for a very good reason: they are true, and there is no other way to say them. So, when I say that change is a constant feature of organisational life, I am not trying to be clever, just to make a commonplace observation.

Another commonplace of organisational life is that unless you can engage your stakeholders and win their support, your change is doomed to fail. So what are you doing to build and manage a credible campaign of engaging and influencing your stakeholders?

Mission and Vision

Your organisation has a purpose, or mission, and also, I expect, a vision for its future. We translate this into a strategy for change, and from that, we develop a programme of changes that are fully aligned to these.

Stakeholder Engagement Goals

From this, you also need to derive a stakeholder engagement goals that state what you need to achieve, to maximise your chances of project or programme success, in terms of your change goals. Your influence agenda is a systematic campaign for achieving your stakeholder engagement goals.

A Systematic Campaign

Your campaign must have a number of essential elements:

  1. Identify who your stakeholders (literally, anyone who has any interest in what you are doing) are
  2. Analyse them to understand, characterise, and prioritise your stakeholders
  3. Plan your campaign and the messages you need to deliver
  4. Act on your plan and engage your stakeholders to influence their attitudes and actions
  5. Maintain your campaign under constant review

How to Influence

At the core of your Influence Agenda is the process of influencing. There are four forms of influence you can adopt:

  1. Hard power
    – the influence of status – rarely effective in a sustainable way
  2. Economic power
    – the influence of exchange – most effective for short-term persuasion
  3. Soft power
    – the influence of attraction – the way to build long-term influence
  4. Hidden power
    – the influence of the unconscious – how to influence choices in the moment

Of these, soft power will be by far the most important, and I will look more at this in a later LinkedIn post.

Learn from Geopolitics

Nations use all of these forms of power. Hard power is military and diplomatic coercion; economic power is trading and sanctions; soft power is aid and cultural exchange; and hidden power is the way policy makes certain choices more desirable.

As with politics, so with organisations. You will be most successful when you get the balance right. But one thing is absolutely for sure: if you believe in the change you are seeking to implement, then deploying a structured influence agenda is not an option. All that remains then, is how you plan and manage your campaign.


The Influence Agenda by Mike ClaytonThe Influence Agenda
is the new book by Mike Clayton

Learn more about the book, watch some videos, and download templates and other resources, at www.theinfluenceagenda.co.uk

Earlier posts that you might also like:

– What is Stakeholder Engagement? 
– Fragmentation of Power and the Need to Influence


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