You think you understand what your stakeholders want. Emad Aziz has a model to help you know what your stakeholders want. It was shared with attendees at the PMI Global Congress EMEA 2015 (it is still relevant today). It will help you to get started with new project stakeholders or sponsors.
Emad Aziz, at PMI Global Congress. It’s simple.
Emad stated in his presentation that there were 6 things that all stakeholder want. Let’s take another look at the list.
1. To find out what they have in store
Knowing the benefits for them is what motivates many people. Depending on the project, this could be one or more of the following:
A better process makes it easier to live a simpler life
Key activities can be completed in a shorter time frame
You have the opportunity to earn more money or receive a bonus
It will give them a boost in their career.

You’re more likely than not to get them involved in the project if you can clearly articulate the personal benefit they will receive.
2. To find out what the organization has in store
People like to see the bigger picture. This should be clear to project sponsors, but stakeholders from other areas may need you explain it.
This is the five-minute version the business case. It gives you a quick overview of why you are doing this project, and what business problems it will solve.
3. To put your trust in you
Stakeholders must feel confident that they can trust your judgment. They need to be reassured that you won’t reveal confidential information about them or gossip about them. They must feel that you are trustworthy in your professional and personal lives and that you will act ethically.
This article explains how to show trustworthiness by working in a transparent manner.
4. To see your capabilities
Stakeholders are judging you based on your abilities, whether you are aware of this or not. They want to know that you are a competent project manager, a trusted partner. They want to feel confident that you have the necessary skills to complete the project. If you don’t have them, they will know where to find them.
“Relevant skills” can mean different things for every project, but at a minimum you should be able to demonstrate that you have the following:
Status Report
Manage your budget
Manage risk
Deal with the issues
Assist the team.

Asking your sponsor is the best way to find out if they have any concerns in this area.
5. To know that you are committed
Project sponsors want a project manager who is dedicated to the project. They don’t want new project managers being briefed every few months. They want to know that you will be there until the end.
Stakeholders want to know that your commitment to the vision and ideals of the project is important. It is important to fully understand the vision, communicate it to others, and demonstrate that you are doing so. Stakeholders want to work alongside a project manager who isn’t distracted or indifferent to the mission and goals.
6. To be indemnified
Stakeholders want project managers who aren’t going to screw up. They want you do your best to avoid any harm. We all know that mistakes can happen and you don’t always see everything. Stakeholders want to know that you are there for them and that you won’t make their situation worse.
This is a great way to look at your project from the perspective of stakeholder. This is what your sponsor expects of you.
This article will help you get the most out of your sponsor.
This article was first published in 2015.

These 6 Things Every Stakeholder Needs