A6. Promoting and Selling the Design Strategy

Stakeholders:

• within the organisation - key heads of the business units, the company director, senior board level management etc. (look at organisational chart)
• external - government policy creators, specialist consultants, experts, customers etc.

Selling the Design strategy requires to satisfy all the stakeholders (prioritising the most important ones)
If selling the strategy to many different types of stakeholders, it's vital to find some common ground. Since no business can exist without customers, finding ways to work together in improving the overall customer experience will be of mutual interest.

Partnerships and alliances with individuals and groups, both inside and outside the organisation, need to be established in a strategic and consistent way, so that expectations amongst stakeholders are agreed, identity guidelines are managed, customers are not confused and assets are legally protected.

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For Major Project

Suggested technique to identify stakeholders: brainstorm

Stakeholders:

• Users - our target audience: Olympic tourists
• Other users: tourists in general, commuters, Londoners
• TFL employees
• TFL head of R&D
• Government
• Suppliers
• Contractors
• TFL financial department
• The Press

Stakeholders prioritised:

1. Users - our target audience: Olympic tourists
2. Other users: tourists in general, commuters, Londoners
3. TFL head of R&D
4. TFL financial department
5. Government
6. The Press
7. TFL employees
8. Suppliers
9. Contractors