Keeping Advertising yearly commitment in check

I wrote this post for the company I work for – MMT – it is also posted on their blog

Every year in June we hear about the Upfront market in the US, and this COVID year, particularly as it, could not happen in its normal sense. But the other markets or media are not exempt from this seasonal exercise: the negotiation of yearly advertising is a global practice of the industry and exists for all media. Let’s clarify what these are, who they benefit, and why it can make sense. 

What are media yearly commitments? 

The idea behind yearly media commitment is for advertisers and agencies to commit to a level of spend for the year with a specific partner. Long term plan of media investment is signed as a contract with publishing houses, tv channels, web giants, and so forth. The contract is binding and disengaging has consequences – usually financial – to guarantee respect for the conditions: spend per quarters, level of visibility, etc. 

What are the benefits of yearly commitments? 

An essential reason for commitment is visibility: it keeps publishers able to provide the quality content that brings the quality audience to tune in. 

In return for their engagement, advertisers benefit from:

  • Discounts: promising funds offer great discounts rates on top of agency ones. 
  • Beat yoy inflation: As part of the discount, there is also the engagement of not applying year on year inflations. Long term partnerships have led to some advertisers having discount rates off the charts. 
  • Visibility: it guarantees the impressions and can also include the placement quality 
  • Mention: it is the unofficial part of the deal where editors accept to mention or not mention brands as part of their “support” to the publishing house. It is very important in the fashion industry in the female magazine industry
  • Access to data: Data from WG are so scarce that advertisers are trading data as part of the commitment: “tell me who are interested in my product and I engage more”. 
  • Free services: As part of the package, Publishing houses can offer a strategic recommendation, community management, content production, insight, and so on. 

The goal is to secure as much budget as possible from the advertisers and new revenue streams for the teams

What are the cons of committing?

Advertisers are legally bound: they actually have to spend! You are committed to an entire year; so change of market – like 2020 –  requires a lot of negotiations to maintain flexibility, goodwill, and rates. That requires a lot of creativity in the way of building the right balance between benefits and engagements

There is no reason for any publishers to not try to help you remain competitive and accept to modify when commitments cannot be met. But this requires an investment in resource and time, strong negotiation skills, and grit!

Which type of clients are recommended to engage in yearly commitment? 

Any advertisers investing over 300,000€ on a single partner may consider negotiating extras by committing their budget. Obviously, this commitment makes sense when there is a clear correlation between advertising and sales volumes / ROAS and financial flexibility is not in discussion.

Also, when premium visibility/positioning is a priority and guaranteeing presence around key events, long lead time helps to secure these spaces. 

Finally, when budget performance is your priority, it can push the needle an extra bit for ROI results. 

How does it work in practice? 

As a newcomer, you benefit from new business negotiation rates/agency rates if you use one. Generally, major advertising investors (two digits million euros) are organizing these sessions to gain the benefits mentioned above. 

German market negotiations kick in in October for all media publishing houses, OOH, audio, walled gardens and so… The objective is for everyone to maintain a form of visibility on a base level of investments. Obviously, advertisers do not have to engage all budgets in commitments, they can decide to keep some “buffer” for last-minute deals.

Is your communication attention worthy?

I am on LinkedIn, like a lot of professional, I wish to participate into this great sphere of sharing. But I also notice a lot of not-so-worth-it content shared by companies and spread by individuals (usually employees of these companies) to create the “buzz”. It shows how blurred the lines between internal and external communications are: Companies are using internal communications message on external platforms like Linkedin. It creates background noise and make the search for useful information somehow more painfull.

I found myself hesitating sometimes to connect as I have some fear to waste my time reading a lot of internal news from companies I am acquainted to and little content which really help me grow my professional acumen.

As for personal life, the business world is more and more cluttered with information and content and everyone is trying to be louder than the next, more present by posting more regularly. Unfortunately it is a vicious circle that serves mostly content producers and PR experts (sorry guys…) and less the fame and profit of businesses.

For small businesses, where most communications are in-house /freelance generated content; the direction to make communications efficient to bring business or recruit is to focus on external communications messages. Let me bring some tips to the table to help you navigate external engagement.

Just to set the scene, i would like to remind the basic of « Newsworthyness » in the old fashion way of journalism. the formula was basic :

Impact x Timing / Currency = worth of the news => the distance the news could travel : local, national, global

How is impact calculated:

News Impact = Proximity x Human interest x OR (Proeminence ; Angle ; Bizarre)

Let use an example : A house is burning.

Proximity = how relatable is the news to the audience => Your neighbour’s house relate to your community, the city townhall burning relate to the all city inhabitants;

Proeminence = how known are the protagonist => The White House burning attracts the global news-sphere.

Human interest = how does that speak to our humanity => Your neighbour’s house is burning where one firefighter got hurt relates to your region, even your country when fires’ death are uncommon.

Bizarre = how => Your neighbour’s house hosted anything special – from wild animals, Dark Magic Cult and it can become national worth.

Currency = Seasonality has its trends => The house burns on Valentine’s Day and kill 2 people because of the candles around the house, it can make the News because it is related to current season.

Novelty / Angle = Anything that present a new characteristic is of interest => a house burns in LOndon, no novelty. First time a house burn on Mars, novelty!

Timing = easy one = the most recent the best.

Ok, That enough for the « newsworth-attention-grabbing » for TV? print reporting, I am sure you got the picture.

What’s in for the business communication? What brings efficiency ?

The corporate communication has evolved from news stream to content stream, from informing to grabbing the attention for the longest time possible. Corporations participate into this flow not always knowing ways to measure the positive impact of their activities because they have not always pin down the « why? » behind their external communication.

=> So your first step is « what is your goal ?» let check the TOP 3 Answers

Top 1 answer: « selling more »

– that works – and then you need to know what makes your product attractive, what is its USP ?
It is the USP you will need to illustrate using newsworthy attributes, get right potential customers to get a clear understanding of your benefit and a trigger to push them down the funnel, one step at the time.

Top 2 answer: « build brand awareness »

– sure – considering the clutter, you wish to be remembered fast and then repeat the message often enough (not every three hours, this is called harassment) for the brand to stick. be careful, Brand awareness is neither top of mind nor brand association. It is the fact of knowing the brand so people are comfortable enough with it to consider buying it. The most memorisable stories are emotional ones, the one you connect with.

Be careful though, be idea is to be remembered as a brand, not just a good story that the brand quickly disappears from. The typical example is:

«  you remember that ad where the dog is singing – funny, isn’t it? what was the brand behind it?? »

Because there is no particular reason to associate the brand in question with a dog, the association is not obvious (maybe this ad was directed to dog lovers who usually sing in their car ?) => it makes it kind of a niche audience for a TV ad in this case.
ok enough hints, I let you find out here.

Top 3 answer: « build loyalty »

– that works too and then your business needs to know who are your customers, what do they wish to learn and experience with your brand before starting producing content. Loyalty will come with care and understanding but also Support = many customer ask support questions on companies social media page, be ready to address these questions fast and professionally.

Your external communication should be about addressing the experience they wish to have, and learning you can offer (for free) from you business acumen. Here your business brings value to the community as a whole.

This post is already too long to go on, I will follow up on the topic next month on the internal communications topics.

If you have any remarks or questions about this post, please get in touch!

Right message at the right time – why is timing important ?

« there is a time and a place » for everything …

Over the last two months we mentioned the evolution of media and the importance of the message to be heard in a fragmented space. We now need to approach another important point of communications. Timing !

The Status quo is simple : No one can live without habits or our brain would be overloaded with permanent choices to make, a study says that we make 35,000 decisions per day that we need to prioritise. Everyone builds habits, patterns they follow in their daily routine, and that includes the media they trust to provide information and news.

When talking business and time together, we all have in mind « time is money » about the financial trade in general. It is not completely excluded of Communications as well, we can define for reasons for which time as to be taken into account for any marketing plans:

The objective of your communication influences its timing:

When one knows that the actions led by a communication will take a long time and will require planning to execute (for instance offline sales vs. online phone based registration), it is essential to understand the best timing for your clients to act – for exemple catch them on the way to the shop on the radio, with a SMS in front of the shop, or online when they search for ideas.

Modern platforms offer opportunity to adapt the message to the time of the day and the context

TV has always offered day-part copy rotation, digital communications increased a great level of flexibility including contextual adaptation. Morning advertising for a restaurant can push breakfast menu where evening could present today’s dinner special’s adapted to the type of audience.

Communicating all the time is expensive, observing right timing create efficiencies.

If your business have opening hours and your communications objectives if for people to call you, you may consider advertising during your opening hours only, or change your company client support system to adapt to the marketing campaign.

Catch your audience at the right moment for them to be open to receive the message.

Attention span is shorter, people are over exposed with thousands messages a day. It is necessary to cut through the clutter, but with what? If you have bigs bucks, the sprinkler approach works : you communicated all the time, which reach in mind to guarantee high repetition. If you do not have big bucks : choose your moment.
There is a space in which your place can be found in the routine, which would instil the message your company wish to pass.

Need any help to create efficiencies in your marketing plan?
Get in touch.

Stay tuned and do not hesitate to request more details.

Misinformation – Who to trust?

In these troubled Corona times – where everyone is at home and our screen time average is through the roof – I cannot help being shocked how many confusing messages and unfounded information are circulating and shared amongst us. I realised how ill prepared people are to confront these claims despite the emergence of the « fake news » which shed light on the phenomenon some time back, notably after the 2016 presidential elections.

The Colombia Journalism Review published a research from Claire Wardle which identify the most common misinformation techniques – check Details here:

  1. Authentic material used in the wrong context – by changing date, location and / or context
  2. Imposter news sites designed to look like brands we already know – creating a feeling of trustfulness
  3. Fake news sites – a fully worked website with no rooted truth or impartiality
  4. Fake information – a created piece of content made to look like a real information without roots in reality.
  5. Manipulated content – transforme content (for instance statistics) in a farfetched way to make a point
  6. Parody content – satire, sarcasm or jokes to convey an ambiguous message about a topic

If you do not feel like reading, listing to her interview on « your Undivided Attention ».

When I thought international media in the 2013 – the question remained around the biais between editor and advertisers who financed the news. Editors use to merely avoiding the hot topics from their « patrons » as revenues from subscriptions were diminishing and advertising was compensating for some time the influence keep growing.

It was clear the editor aims to preserve their independence despite strong headwinds from the newly created digital sphere’s ambitious players since iPhone was created and the evolution of the media consumption because most of the consumed content is on platforms that are not held responsible to provide sources and check facts broadcasted through it.

But this became different, a good proportion of adults (even a vast majority when considering lower education and income groups) consume news on Social Media as if they were a publisher, this was clear during the latest Presidential elections in the USA. Many study tried to understand this changes with clearly identifying the influence of news consumption (Check Pew research 2017).

People lacks the training to identify trustful sources and fact-checked information and we have the tendency to remember better the first information heard even if a correction has been published. The problem is not new.

Everyone feels more comfortable with facts and events that already suit our values and beliefs. One actually remembers these even better – even if eccentric – it is called the confirmation biais. This is leveraged very well by social media, but it will require a separate article to explain this.

What to do then ?

There are a great amount of opportunities to improve our fake news literacy – as well as avoid its amplification – that anyone can easily grab. I am not the expert in the field, but I try to protect myself and those who I love by checking out a few details when anything seems ambiguous:

  • Do not let yourself share anything without being certain it can be trusted ! whatever hilarious it looks to you
  • Illustration: is the illustration coherent to the story, to the context? reverse search the illustration to see if it has already been used =>
  • Expert quote: do you know this expert ? where does s.he practice? has s.he got any references?
  • Web of origin: is it a known source of information? if not, where is it from? is it relevant to the news it broadcasts ? some basics that are useful
  • Statistics: Can you read the details of the question asked, when the research was run and by whom.

Ok, as the Chicago Tribune Editor said « …the rest of my advice has no basis more reliable than my own meandering experience. », it just makes me hope that it helps to bring positive tips to the table.

We will be back with « timing » as the second part of « what is more important in media » in June, stay tuned.

Right message at the right time – is message more important ?

I worked a great deal of my professional carrier in media, because I love advertising and branding! I have been brought up with TV as the window to the wonders of the world. Great advertising ideas still remains in my memory: baseline that have been repeated so many times that still today they identify with the brands in my head.

When media vehicles were limited, just having budget to run ads would make the difference. Execution was limited : TV in 30s, one poster 4×3 and a portrait version for print…

When media vehicles were limited, just having budget to run ads would make the difference. Execution was limited : TV in 30s, one poster 4×3 and a portrait version for print…

Now media vehicles are fragmented, attention span is limited and the number of messages that people receive any day of the year are four fold : messaging counts way more.

Now media vehicles are fragmented, attention span is limited and the number of messages that people receive any day of the year are four fold : messaging counts way more.

It is not only the idea behind the creation, but also the delivery : the way the story is built.

For instance, TV messaging is usually build like a short movie : the emotional (or the problem + resolution) story unfolds over 25 sec until the big reveal over the last five sec – the brand / product.

Online videos are – on average – watched for just over 2 sec. Forget about the build up !

Pragmatism tells companies to put emphasis on brand presence and immediate rewards to encourage brand interest and/or intention to buy. It supports sell out on the short term, but it does not build brand loyalty on the long run.

Memory expert and world champions agree to say that it is mandatory to construct a story to memorise any type of information, even for a long string of unrelated figures.

Once again, it is about the story.

How does a story sink into someone’s brain? It completely depends on the objective and the people your business wishes to reach.

To brief properly a creative agency, you may want to provide them with the answers to the following questions :

  1. What is your objective : what do you want the audience to do?
  2. Who your audience: what are their values? their lifestyle? and the media they consume? where they would more likely do the action you wish them to do?
  3. How complex is your message?
  4. Which channel can you use to fill your objective?

It would help to define the specs that your story have to fill to get the right action from the right people. Do not hesitate to do A/B testing to select the most efficient approach to your goal.

Each channel has it set of rules and opportunity to think out of the box, but that would come as a future post. Please subscribe to be informed when the next story is published.

Stay tuned and do not hesitate to request more details.

What is Media vs Message ?

After a conversation on communications strategy with one of my clients, I realised it is not generally clear to businesses what the pillars of communications – media and advertising – are.

These are two distinct but intertwined elements that we are going to discuss over the next few posts covering:

  1. What is media vs. message ?
  2. The right message at the right time – what is the right message?
  3. The right message at the right time – when is the right time?

Just to clarify – let’s start with definitions :

‘Medium’ (singular of media) is the vehicle through which information is transmitted.

Any type of vehicles that carry information can be considered media that can influence our view of the world: publisher platforms, social media, word-of-mouth, goodies, branded content, sponsoring, endorsement, influencer program, video games… The number of media vehicles available not only have increased but their « quality » -or trustworthiness- vary greatly.

Graph of the evolution of media offer – based on a Perspective graph edited by Carat in 2008

Where ‘Message’ is the content that is transmitted.

Messages can take the form of news, educational content, stories, anecdotes, satires, propaganda, advertising, and so on…

What are the characteristics of Media?

  • Shelf-life: Each medium has a length of time impact: where an outdoor poster can stay up for a month to be seen 60 times by commuters. A social media post would have a few hours – if not minutes – of impact to be seen once by an audience.
  • Memorizing stickiness: Each vehicule needs a number of repetition before the message sticks, where 75% of cinema goers remember an ad in one shot, TV needs of 3 to 4 to reach the same.
  • Engagement: Each vehicle can instil specific action or response; like create curiosity, provoque a reaction, searching about a product, participating into a poll, keeping an information top of mind for a few hours, or just build trust.
  • Image: Each vehicle has a perceived image by the public: trustworthy, statutory, specialised, entertaining, the choice of media and so on..
  • Reach: Each medium has a particular capacity to reach an audience over a limited period on time.
  • Message complexity: Each vehicle carries a specific depth of details: where print permits long explanations, display ads allow only short headlines.

The combination of these characteristics plus the study of the audience to address is the basis for the media strategist to advise on the best vehicle to use for a specific communication objective.

Nowadays – with the fragmentation of media channels – it is sensible to involve the media agency into the creative process to ensure that the message is related in the relevant way for the environment.

This will be the topic in our next post, stay tuned.

CSR for small business

I have realised – over the past decade – how fast the concerns over the impact of business on our society and planet has emerge as a topic for every type of business. Big or small, leaders are now required to « care » more than ever.
From Child labor to #equalpay, from recycling to education for all, companies can have an amazing role in contributing while improving their balance sheet. This is a quick guide on how to kick start your initiative.

Combining this with the emerging capacity to check on companies promises vs their engagements and values; it is becoming more and more difficult to present a strait face and propose nothing.

  • It does not look good to future clients,
  • it does not look good for future employees,
  • it does not look good as a business leader in its field.

What is CSR ?

Corporate Social Responsibility = is a self regulation that aims to contribute to a better relation between a private business and its environment (physical or social) : it gives room for business to take an active part into societal, environmental and philanthropic projects as landmark of their engagement.

Keep in mind that CSR is not a cost line, it is an approach that can change some company set ups. It would actually lead to savings, lower employees’ turn over and greater business prospects (studies shows)

Why is CSR good?

Because any longe term planner knows that to keep a business floating, it needs a healthy working environment. And green washing is not a fix. Large businesses are looking into their partners to offer some of their own CSR relief (see guide below) so small businesses have to come equipped with solutions on their field of activity. it won’t be a competitive advantage, but it could soon be a form of obligation. 

Once out of the pack thanks to CSR, your business can leverage it with its clients and new businesses

But where to start ?

Let’s build up a simple step-by-step guide on the low hanging fruits towards building a no-nonsense CSR plan that can also gives you an edge in terms of business:

  1. Review your internal processes
    • Do you consume intrant material? water? chemicals? power? Can this consumption be reduced?
    • Do you generate waste? what is done with it?
    • Where is your office, how employees come to work? where do they eat?
  2. Review your external partnerships
    • What are your providers certification and environmental labels ?
    • Do they have their own CSR plan?
    • Have you set up requirements for them?
  3. Engage your employees
    • Are your employees feeling concerned by CSR?
    • Is your appraisal process including CSR questions ?
    • Does any of your employees already leading an initiative or willing to participate into developing one?
  4. Choose your engagements
    • Which of your company values resonate with environmental issue?
    • Does your industry struggle with a particular societal problem?
    • Does your office / business is located in an area which could benefit from local support?

Building this analysis can lead to clear first steps to improve the company impact, your providers relationships and the employees engagement. Maybe nothing clear emerges straightaway? Then we can suggest to help with a workshop session aiming to define long term company goals around positive issues based on the analysis. We believe that one day of focus can unleash a great set of empowering propositions to place your business in the right universe of work for good.

Do not hesitate to be in touch.

Building employer’s image

Companies can spend a lot on their human resources without major results or improvement as they do not always align their recruitment strategy and corporate culture to the type of employees they wish to recruit and keep.

Two sets of benefits are usually considered:
Financial benefits and incentives
– Pay
– Bonus
– Health insurance
– Stocks or shares
– Pension funds
Non financial benefits
– Working culture : flexible hours and or work space, horizontal, collaboration, rewards
– Employee development plan: training development program, etc.
– Offices, infrastructures and working material
– Diversity of missions and tasks
– Perks : gym membership, transportation cards or credits

Companies believed in the right combination of financial and perks to build the right market traction to the desired talents. Developing an employment branding requires to establish the HR strategy that will define the pillars of the communications.

This HR strategy includes to work on the following aspect before being able to move forward on establishing this communication strategy.

  1. Understanding the Company current working culture and habits, image to candidates and employees.
  2. Assess their needs and opportunities to improve -> can something be changed, improved or stopped within the current process.
  3. Defining the type of profile the company wishes to attract and retain on the short and long term
  4. Understanding the type of benefits and perks these ideal talents are attracted by.
  5. Assessing the market and competition to define the right packages.

Historically, employees used to focus on long term objectives appreciating good pension fund or health, clear career steps and loyalty from employers, accepting lower revenues or other benefits in exchange of security and visibility.

Now Millennials are constantly on the look up for better opportunities, the most talented are not risk averse. Their loyalty is not only based on the money making potential of a job, but also the pride and attractiveness of the company name in the eyes of their community.

With the emergence of crowdsourced content management on social media and web platforms, any candidates can check the credentials of companies as potential employers – how their business behave on the market, with its employees and clients and what is their general footprint on the market.

Ambitious companies – whatever their size – cannot afford anymore to overlook their HR strategy if they wish to ease and save money on their recruitment processes.

That is to say, companies now have to « walk the talk » to convince their young talent to engage with them and participate into the process, as well as present a leverage to increase loyalty hence reducing turnover.

Then the strategy team can move forward on work the communication brief to address HR related topics starting with :

  • Get adoption from the management for the needs and reasons to implement a company employment branding
  • Define the relevant environments and subjects that resonate with your desired recruits and market.
  • Build an internal messaging and benefit for current employees which includes their participation into the strategy – internal engagement is the most powerful recruitment tool.
  • Set up the company external communications channels
  • Develop a dashboard presenting the relevant KPIs of the business for HR communication to pilot the strategy.

We are happy to provide you more guidance on the preparation and the implementation of your employment branding. Contact me anytime.

Finding the right team members

“We need to hire someone more senior for this role” is a phrase I have heard my whole agency life. But what means “being senior” in a business,

“We need to hire someone more senior for this role” is a phrase I have heard my whole agency life. Often, the choice is right and the person fulfil her role with professionalism. Still, we sometimes end up with a deceptive and ill-adapted solution where the person is not equipped to fill it mission, however senior s.he is.

This can have a devastating on the level of service on the short term and quality of the business relationship on the long run, I have experienced it first hand lately and it took me to reflect on the roots of the problem we faced.

Why recruitment does not always work and how to address it?

Analysing the internal issues we faced, I realised that this seniority definition is divided into the following pillars:

  • Expertise/ Skillset: based on the pure technical know how and specificities of an industry or a solution. Someone who is certified or accredited in a particular area of work. The more senior one’s get the deeper one’s knowledge is.
  • Experience: based on the length of someone’s acquaintance with a sector, a role or a situational environment which makes one’s knowledge about the potential outcome and necessities of the future role.
  • Values: based on the capacity to take ownership of a role and resolve to address any issues coming with it, including potentially managing team members.

I gather that each role does not require to reach the same level in each of these pillars. But the company needs have to be clear what the job requires.

How do you get the assessment right ? I read a lot of HR and Coaching blog to address this and the actual best advice I found is the following: Use your team members to confirm and clarify the role needs and values as the doers are the best persons to understand the role needed and the mistakes not to be made (again).

That includes :

  • Build a precise role description
  • Advertise it properly: internally and externally
  • Assess the applicant on those necessary pillars:
    • Expertise : check it skills with a test – does he have to master excel ? web based and/or collaborative tools ?
    • Experience: check with its old employer and work history
    • Persona : how does he cope with stress ? with other team members ? with stakeholders at all levels of the hierarchy ?
  • Do not underestimate practicalities : other job offers ? does he have to move in town ? where is his.her family?

As a manager, it is essential to clarify if your HR process is covering these 4 elements or needs to be cover by you. at the end of the day, the manager can sometimes « inherit » a team member he has not selected and end up not being able to keep its standard of service and productivity because of an ill prepared recruitment process.

When recruiting for your company is difficult, it can also emerge from the external outlook of your company as a good place to work.

Large businesses address this as part of their corporate communications strategy to support recruitment effort of qualified personnel.

If you are facing recruitment issues, and need support in building a recruitment strategy, do not hesitate to share your questions with us. we are always happy to help.

Stopping micro-management

Lately I tried micro management, and it was not a major success.

I experience some flaws in a colleagues work, mistake and oversights, on matters wich concerned my unit. I asked around to find out if that was common in his work for other teams and it appears that it was. The lad was overworked, overstressed and in a few weeks from his holidays. Everyone was hoping of a quick recovery after this break. I then chose to micromanage him until the break. This entailed:

  • Checking various times a day that he has done what he promised, to guarantee on time delivery,
  • Booking time slot reminder in his diary for missions he was supposed to execute with my team, to guarantee fulfillments,
  • Reading the correspondance he sent in my teams name, to ensure clarity and exactness,
  • Pulling him off any non priority projects, to release some pressure on his shoulder;

Despite my efforts, I missed a major misunderstanding of my colleague, leading to larger problem that the client did not appreciate. We could resolve the problem before anything major occurred. I had the feeling I wasted a lot of time in supervising to avoid the unavoidable. I face criticisms despite my every efforts which had a taste of injustice but they were actually right in a sense.

I was completely mislead – as we sat in the same briefing and received the same next steps – to believe we both understood the outcome. Micromanaging made me believe I was on top of things, where I was not as the problem was already there before I started. No one can rewrite the past, so i took on the lesson and make sure I understand the most important parameters before managing the execution.

Now, I am working on my method, involving a step by step approach :

  • Preparation first to ensure deep understanding,
  • Assessing the knowledge necessary to execute the task,
  • Brief the team to get them to comprehend the whole picture,
  • Assign an owner to deepen
  • Make sure the team has the elements to move forwards owing their mission,
  • Be present for the team to help with decisions when experience is needed
  • Support workload to guarantee timely delivery.

Changing is hard, even for an adaptable person. I am keen on efficiency and I do hope people will crave understanding which would force me into explaining every single details, but they don’t always have this level of natural engagement. I need to ground myself to be meticulously sharing details and cues for my team to feed on. At the same time I am afraid of information overload which could lead them to more confusion, hence my habit of not giving too much at a time.

I would love to have your experience on how you manage the project setting in a complex environment with limited ressources, I am sure some around have useful tricks and solutions which would apply to all. Do not hesitate to share.