Build a business plan 101: understand stakeholder motivation
Understanding motivation: both a science and an art
Now that you’ve identified your company’s priority drivers, you’ll want to understand which drivers motivate the internal ‘decider’ stakeholders that you identified in Build a sustainability plan 101: identify key stakeholders.
This process is both a science and an art. The goal is to understand what drivers can provide the most quantitative benefit to the environment and company.
TOOL: Assign drivers of change to your key stakeholders
Referring to the list you made earlier, assign your stakeholder drivers that may motivate them.
| Division | Stakeholder | Business Case Gatekeepers (Deciders) | Motivating Priority Drivers |
|---|---|---|---|
| Corporate Responsibility Team | Director | ||
| Managers | |||
| Staff | |||
| Business Team | Merchants | ||
| Procurement | |||
| Research & Development | |||
| Accounting | |||
| Finance | |||
| Operations | |||
| Legal | |||
| Compliance | |||
| Human Resources | |||
| Communications | Marketing | ||
| Consumer insights | |||
| Public relations | |||
| Corporate affairs | |||
| Social media | |||
| C-Suite & Leadership | Board/Owners | ||
| Chief Sustainability Officer | |||
| Chief Technology Officer | |||
| Chief Operating Officer | |||
| Chief Marketing Officer | |||
| Chief Compliance Officer |