It can be exciting when we get the support of a key stakeholder. They nod along in meetings, give us a few words of wisdom and even encourage us to get started as soon as possible.
But here is the problem, warm words of support don’t equal buy-in.
Innovation and transformation efforts sometimes stall because we assume that the support we get in private will translate to public advocacy. You think you’ve built a coalition, when all you have are spectators.
All You Get Is Verbal Support
A few years ago, I was working with a large publishing company. The team I was part of got approval to implement an innovation framework from the executive board. But the whole time I was working with this company, I don’t remember one of these executive leaders actively advocating for our initiative.
We had approval to do the work, but once we left the boardroom we were alone.
So when resistance surfaced from other functions in the business, we couldn’t rely on the board to back us up. It’s not like they were against us – they were just not in it with us. And because we had mistaken their verbal approval for buy-in, we hadn’t worked on getting the active support we needed.
This is how our project eventually lost momentum.
How To Tell The Difference
To succeed with innovation or transformation, you need to find champions. Here’s how to tell when a stakeholder isn’t a champion – even if they offer you warm words of encouragement:
- They say go ahead, but commit nothing: If a stakeholder keeps encouraging you to go forward but never gives you the necessary resources to do the work. You have got a passive supporter, not a champion. Champions will actively contribute by giving you their time and resources.
Watch Out For: Leaders that give vague praise with no concrete follow-up. - They give support in private, but stay silent in public: If a leader supports you behind closed doors but won’t speak up on your behalf to others, they are not a champion for your idea. This is particularly clear when you face resistance within the business. The leader will not be willing to take public risk in support of your work. You need to do more to earn their trust.
Watch Out For: Leaders that offer support, but disappear at the first sign of push back from colleagues. - They delegate their involvement downwards: Rather than get directly involved with your work, they pass you on to their team. Afterwards, they don’t stay connected or check on progress. This could be a sign that they are distancing themselves from your work.
Watch Out For: Leaders who delegate support to their team and disconnect. - They wait to see what others will do first: If the leader is always asking about who else is on board, they are waiting for social proof before taking action. Such a leader is not a champion or early adopter. They are waiting for consensus to provide them with cover before actively supporting you.
Watch Out For: Reluctance to go first, the need to see others act before joining your initiative.
What You Can Do About It
If you suspect that you are surrounded by passive supporters, there are things you can do to inspire action:
First, you need to be self-aware and redefine your standard. Sometimes we feel excitement just from getting the go-ahead to start innovating. However, this basic level of support is not enough for success. Redefine your standard to include some form of active contribution.
Second, you need to make a clear ask. What do you need from leaders? Is it advocacy or resources? The responses you get when you make a clear ask tell you whether the stakeholder you are dealing with is a champion.
Finally, try to find early adopters and work with them. Sometimes finding people that are already enthusiastic about your work is the best way to kickstart momentum. Don’t get lulled by politeness. You need committed allies, not quiet bystanders.