OBJECTIVES AT THIS STAGE:
Diffuse The New within the larger organization.
Signal new thinking that is both under way and upcoming.
Help others in the organization self-identify as relevant players.
Stimulate broader organizational pull for The New.
In any creation of The New, there are moments when we need to build interest and awareness across large numbers of actual and potential constituents—for example, leaders of related business units, relevant industry partners, the salespeople, distributors, or back-office employees. These constituents are different in nature and number from the larger working team that, up until now, may have been the sole focus of our efforts. Experiences are an ideal and workable communication vehicle for the larger working team and for project sponsors because their relationship to The New and their roles in making it happen are clearer and knowable from the outset. But the wider constituency for a new idea is more diffuse, harder to identify at the outset of a project, and is generally a more mixed group in terms of their interest in the work.
When expanding the conversation, there are two main groups of constituents to target. The first are inner-ring stakeholders whose active participation and engagement are critical to success, but whom we somehow missed including earlier. This can happen either because we don't know exactly where The New will ...