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You think you know what your stakeholders want. Emad Aziz has a model that will help you understand what your stakeholders want. It was shared at the PMI Global Congress EMEA 2015, and is still relevant today. It will help you get started with new stakeholders or sponsors.
Emad Aziz, at PMI Global Congress. It’s simple.
In his presentation, Emad stated that there are 6 things that all stakeholders want. Let’s take a look at the list again.
1. Find out what they have in stock
Many people are motivated by the potential benefits they can bring. Depending on the project this could be one of the following:
It is easier to live a simpler lifestyle with a better process
You can complete key activities in a shorter amount of time
You can earn more money or get a bonus.
Recognize
It will give them a boost to their career.

If you clearly communicate the personal benefit they will get, it is more likely that they will be involved in the project.
2. Find out what the company has in store
People love to see the larger picture. This should be obvious to project sponsors. However, stakeholders from other areas may need to hear it.
This is the five minute version of the business case. This gives you a quick overview about why you are doing this project and what business problems it will solve.
3. You can trust us.
Your judgment must be trusted by stakeholders. They must feel confident that you won’t reveal any confidential information about them, or gossip about them. They need to feel that you are trustworthy in both your professional and personal life and that you will act ethically.
This article will show you how to demonstrate trustworthiness through transparency.
4. To see your capabilities
Stakeholders judge you on your abilities, regardless of whether you are aware of it. They want to see that you are a capable project manager and a trusted partner. They want to be confident that you have all the skills necessary to complete the project. They will find them if you don’t have them.
While “Relevant Skills” may mean different things depending on the project, you should be able at least to demonstrate the following:
Plan
Schedule
Status Report
Manage your budget
Manage risk
Take care of the issues
Communicate
Assist the team.

Asking your sponsor is the best method to find out if they have concerns in this area.
5. To know that you are dedicated
Project sponsors want a dedicated project manager. They don’t want to be briefed by new project managers every few months. They want to know you will be there until it is over.
Stakeholders need to know that you are committed to the vision and ideals for the project. It is important that you fully understand the vision and communicate it to others. Stakeholders want to be able to work with a project manager who isn’t distracted or indifferent about the mission and goals.
6. To be indemnified
Stakeholders expect project managers who won’t make mistakes. They expect you to do everything possible to avoid any damage. We all know that mistakes are possible and that you may not always see the whole picture. Stakeholders want you to be there for them and not make things worse.
This is a great way of looking at your project through the eyes of stakeholder. This is what your sponsor expects from you.
This article will help to get the most from your sponsor.
This article was published for the first time in 2015.