Setting Up Projects For Success
Bruce McLeod (pictured below) is the associate director of product management at Publicis Sapient. In this guest post, he offers top tips to getting your team moving and, more importantly, getting results…
Anyone familiar with motor racing knows you can’t win a race in the garage. It is no different when it comes to businesses and delivering solutions. How you prepare before you start is critical in determining your final outcome.
Just like the warm-up lap, the project or product kickoff is a critical time. Done well it can lay the foundations for your efforts to come. Done poorly or not at all and you are relying on luck to get you across the finish line. For a successful project start you need to achieve the following things:
- Create alignment within the team and the sponsors on what the goals are
- Start the process of forming the team
- Setup the management processes
- Define and agree on the methods to execute the plan
Let’s look at each of these in more detail.
Create alignment
Over the years I have been involved in delivering solutions, I can guarantee that that on the first day of a project everyone has a different idea of what the vision of the final outcome will be.
Let me illustrate. Pause for a moment and visualise a car. What did you see? Was it a sports car? SUV? A daily driver, or a Formula 1 race car? What colour was it? Red? White? Was it brand new or an old classic? Did it have two doors? Four? Five? None?
This is exactly what occurs when a project commences. Everyone may have agreed that we should build a car. However everyone has a slightly different idea of what the final outcome will be, and have different reasons for supporting the outcome.
Just as we need to align on what we want to create, we also need to consider how we will to create it. Are we going to employ a master craftsman and allow them to apply all their skills and knowledge learned through a lifetime of the pursuit of a single passion? Are we going to allow an expert engineer to use state of the art tools and technologies to move the needle forwards? Are we going to utilise a rapid approach, and only focus on creating something as quickly as possible?
When we consider alignment we need to think beyond the finished product. We also need to think about how we wish to execute the vision and support it when it is complete.
Early alignment is the first step towards success. In simple terms, this means:
- A shared vision for the final deliverable, and any intermediate releases
- What the scope will be, and just as importantly, what the team won’t be doing?
- What is the plan, or the method and next steps to create the plan?
- What is the delivery approach? What are the constraints? A fixed budget? Scope? Schedule? Quality?
- What are our sensible defaults?
And finally… What does success look like? Getting across the line? A Podium finish? Winning a world championship?
Start forming a team
There are many important things that set you up for success, and one of the most important is establishing the team who are charged with delivering the outcome.
The difference between a group of individuals and a team are a set of shared values, beliefs, behaviours and principles that drive their actions towards achieving a common goal.
Teams and cultures don’t just happen, and there are a number of stages that they will evolve through, as documented in Bruce Tuckman’s research where he identified his five stage team lifecycle:
Forming, where the team is introduced to each other and haven’t yet started working together.
Storming, when the work commences, the individuals start working together and will undergo some level of internal conflict as the ways of working align. Unfortunately some “teams” will never make it beyond this stage.
The Norming stage is when the team actually starts to gel. People will start to help each other, and friendships will be beginning to develop.
For teams that reach the Performing stage, they are transforming into a high-performing team. They will be very effective at what they do, and will require little external leadership.
Then finally when they are finished, Adjourning stage occurs at the completion of the endeavour, as individuals will move onto their next challenge.
In addition to the Tuckman model, there are a number of similarities in Patrick Lencioni’s “Five dysfunctions of a team model”, which neatly summarises a team forming in a hierarchy of dysfunctions.
- Absence of trust
- Fear of conflict
- Lack of commitment
- Avoidance of accountability
- Inattention to team objectives
It is important to acknowledge this journey at the outset and the team should openly discuss it. Also at this early stage the team must agree on their ways of working, roles and responsibilities.
Whilst it may feel forced, at first, it is important for long-term success to have these conversations throughout a team’s journey.
It is equally important is to define and agree responsibilities and accountabilities with the project stakeholders.
Setting up the management processes
Keeping stakeholders informed, aligned and supportive is another critical consideration. Stakeholder expectations are a key consideration here that you will need to align to. Some important activities are:
- Mapping out the stakeholders
- Planning how the team will report and communicate with each of them
- Agreeing on what is important and how delivery constraints can be balanced or “traded” against each other.
- If required by the organisation’s culture, agreeing whom the directly responsible individual (DRI) is and how they will represent the team.
- What are the escalation methods? If a third party is evolved, is there an account manager, engagement leader or client services team who need to be involved.
Establishing frequent, visible lines of communication is paramount. You are setting the stage for ongoing open and honest dialogues as trade-offs and decisions need to be made.
Continue the conversation
If all goes well, your journey is underway and you now have an aligned team and stakeholders, a clear vision and plan to execute. Your team is forming and you have established the practices to manage your delivery.
It’s race-time!
Latest News
The Mars Agency Announces Latest Findings Of Retail Media Report Card
The Mars Agency has developed a scorecard that assesses the capabilities of leading platforms across key criteria required to optimally plan, execute, and measure effective retail media programs. The scorecard aims To help brands efficiently evaluate their spending options across retail media networks in Australia (and New Zealand). With spending on retail media advertising in […]
‘It’s The Lesser Of Two Evils’ – NRL Eyes US Betting Market As Aussie Regulators Circle
US betting firms will be delighted by the circa 50,000 Americans who could soon watch the NRL on their favourite app.
A-League In Deep Discussions With New Partner To Keep Games On TV After Production Company Enters Administration
The A-League's insatiable appetite for scoring own goals continues.
TV Ratings (27/03/2024): Jungle Members At War Over Concealed Lipstick
A heated argument between two jungle members did the numbers for Ten last night, with I’m A Celeb obtaining a total national reach of 1,282,000. Fans were delighted as Candice Warner and influencer Skye Wheatley got into it over a stick of lipstick, leading Warner to dub the Instagram star “selfish.” Wheatley, best known for […]
Is The Australian Music Industry In Trouble? Inquiry Launched Following Splendour Cancellation
Earlier this week, an inquiry was launched into the challenges and opportunities currently facing the Australian live music industry in the wake of multiple festival cancellations. On 25 March 2024, the Minister for the Arts, the Hon. Tony Burke MP, asked the Committee on Communications and the Arts to inquire into and report on the […]
Liana Dubois, Leandro Perez, Aimee Buchanan & More Gather For Inaugural Compadres Leadership Event
Didn't get the invite? Perhaps you're not as important as you thought.
Cathay Captures The Unforgettable Thrill Of Cathay/HSBC Hong Kong Rugby Sevens, Via Publicis
Nobody does rugby like Hong Kong, apparently. Certainly nobody does it as badly as Australia.
Cocogun Nabs Christine Watts, Kirsty Reynolds & Shev Tan Bolstering Management & Creative Teams
Cocogun bolsters its team with new hires. Committed to purchasing a bigger sofa, too.
The Media Store’s Jacquie Alley & Sam Cousins Take The Plunge With Pro-Bono Work For Cure Cancer
B&T chats with The Media Store bosses about their great pro-bono work and sponsored swim.
Hawke’s Brewing Co. Taps Rocket Comms For PR Agency Following Competitive Pitch
We're expecting Rocket Comms productivity to crash in spectacular fashion following this win.
Spotlight On Sponsors: Patties Serves Up A Taste Of Home For Olympians & South Sydney Rabbitohs Recommit To Gambling Reform
While the Rabbitohs commits to gambling reform, B&T reckons the team should commit to a decent auto sponsor.
Google: “Inevitable” That Bad Actors Will Abuse Ads Platform As Advertiser Account Suspensions Double
Google maintains it's simply impossible for it to entirely stop bad people placing & paying for ads using its service.
Quantcast Expands APAC Sales Team With Appointment Of News Corp Account Manager
No pressure at all when you are appointed as a client success manager.
Publicis Sapient Tests Microsoft-Powered Gen AI Search Tool With Homes & Villas By Marriott Bonvoy
Given Gen AI's record for mangling stuff, B&T cannot see the problem with letting it decide your next holiday digs.
Volkswagen & DDB Group’s “Roo Badge” To Reduce Kangaroo Related Road Collisions
Watch out for RooBadge as Cannes Lions' most debated campaign this year.
Twilio Launches Unified Profiles & Agent Copilot Features To Boost Productivity & Engagement
Agent Copilot sounds like James Bond's less interesting cousin.
Reebok & Honda Among New Clients For onetwo agency
OneTwo finally lives up to its name with this double billing.
Ogilvy Report: Throw Out The Social Strategy Rule Book, The Rules Of The Past No Longer Apply
B&T was puzzled that all 'influencers' aren't, effectively, 'virtual', but here we are.
WhiteGREY & AKQA Merge In Australia, Lee Simpson Departs
Fortunately, the combined agencies aren't opting for a trite portmanteau for the new name.
Splendour In The Grass 2024 Music Festival Cancelled!
Music fans all over the country reportedly relieved they can pack away their rain coats and gumboots for another year.
TV Ratings (26/03/2024): “Fairy Bread, F***ing Disgusting”: Gordon Ramsay Slams Aussie Food In Food Stars Launch
Ramsay not one for mincing his words, even when it comes to minced meat pies.
Paramount+ International Boss Doubles Down On Aussie Content, Says Ad-Tier will Grow Audiences And Revenue
Good news as Paramount will not be binning I’m A Celebrity for re-runs of Frasier.
Brent Smart: Telstra Pushing For 50-50 Brand-Performance Split But Warns Numbers ‘Won’t Look Great’ Initially
The old brand vs performance debate continues. But here, Brent is firmly sitting on the fence.
Crowded House, Tones And I & Dom Dolla Win Big At The Shure Rolling Stone Music Awards
B&T staffer reports back with humdinger of a hangover & feeling seriously uncool after mixing with music types.
Opinion: Dyslexia “A Hidden Gem” For Brands & Agencies
Dyslexics offer underappreciated benefits in the corporate field, according to this op-ed.
David Jones Taps Criteo To Power Online Retail Media Arm
Want to see ads for things you probably can't afford? David Jones has got you covered with new retail media play.
oOh!media Sets Up Team To Target Business Audiences Across Airports & Offices
oOh! wants brands to harass you every minute of your next business trip.
QMS Launches Australian First DOOH & TV Partnership With Samba TV
Samba TV, of course, is not a channel dedicated to dancing. Much to our dismany.
Slew Of New Hires At Amplify
Four new faces join the Amplify offices. Team say desk scarcity becoming "acute".
Adobe Announces Content Authenticity Initiative Expansions To Counter Deep Fakes
Try as they might to enlighten them, we suspect Trump supporters will continue to watch and believe Fox News.
The PR Group Appoints TechCrunch Senior Reporter Catherine Shu As Director Of Content & Media
Catherine Shu makes the bold leap from journalism to PR. Says inevitable pay bump was "unrelated".
HERO Nabs Ebony Santin From AMPR
Rumours Santin cleared out the stationery cupboard before departing are as yet unconfirmed.
Karena Noble Checks Out Of EVT Hotels & Resorts To Launch Comms Consultancy
Noble still managed to squeezed in a continental breakfast before departing.
Canva Acquires Design Platform Affinity To Bring Professional Design Tools To Every Organisation
Canva & Adobe face off continues. We're not picking sides but keenly aware that Canva's office is next door to ours.
“Lean On Our Team To Help You Find An Audience”: Why Understanding Audience Engagement Is Essential In Journalism
Engaging the audience is critical to journos, apparently. We'd thought self-loathing & alcoholism were key.
Adobe Summit: Major Gen AI Developments, Data Concessions & Partnerships
What happens in Vegas stays there. Unless it's the Adobe Summit and then you get to read about in B&T.