Collaborative Advantage

Collaborative Advantage needs to exist, in order for the extra work that collaborating takes to be worth it! My colleague Lynn Wetenhall puts it like this, in training and capacity building  we've developed for the Environment Agency:

"Collaborative advantage is the outcomes or additional benefits that we can achieve only by working with others."

Know when to collaborate...

When contemplating collaborating, you need to make at least an initial cost-benefit judgement and this relies on understanding the potential collaborative advantage. Chris Huxham in Creating Collaborative Advantage waxes rather lyrical:

“Collaborative advantage will be achieved when something unusually creative is produced – perhaps an objective is met – that no organization could have produced on its own and when each organization, through the collaboration, is able to achieve its own objectives better than it could alone.”

But it’s even better than that!

Huxham goes on:

“In some cases, it should also be possible to achieve some higher-level … objectives for society as a whole rather than just for the participating organizations.”

So collaborative advantage is that truly sweet spot, when not only do you meet goals of your own that you wouldn’t be able to otherwise, you can also make things better for people and the planet.  Definitely sustainable development territory.

...and when not to

There’s another side to the collaborative advantage coin.

If the potential collaborative advantage is not high enough, or you can achieve your goals just as well working alone, then it may be that collaboration is not the best approach.

DareMini

So DareConfMini was a bit amazing. What a day. Highlights:

• Follow your jealousy from Elizabeth McGuane
• Situational leadership for ordinary managers from Meri Williams
• The challenge of applying the great advice you give to clients, to your own work and practice from Rob Hinchcliffe
• Finding something to like about the people who wind you up the most from Chris Atherton
• Being brave enough to reveal your weaknesses from Tim Chilvers
• Jungian archetypes to help you make and stick to commitments from Gabriel Smy
• Radical challenges to management orthodoxy from Lee Bryant
• Meeting such interesting people at the after party

No doubt things will continue to churn and emerge for me as it all settles down, and I'll blog accordingly.

In the meantime, all the videos and slides can be watched here and there are some great graphic summaries here (from Francis Rowland) and here (from Elisabeth Irgens)

There are also longer posts than mine from Charlie Peverett at Neo Be Brave! Lessons from Dare and Banish the January blues – be brave and get talking from Emma Allen.

If you are inspired to go to DareConf in September, early bird with substantial discounts are available until 17th February.

Many thanks to the amazing Jonathan Kahn and Rhiannon Walton who are amazing event organisers - and it's not even their day job. They looked after speakers very well and I got to realise a childhood fantasy of dancing at Sadler's Wells. David Caines drew the pictures.

Who shall we engage, and how intensely?

So you've brainstormed a long (long!) list of all the kinds of people and organisations who have a stake in the policy, project, organisation or issue that you are focusing on. This is what we call stakeholder identification.

What do you do next?

Stakeholder analysis

Now there are lots of ways you can analyse your universe of stakeholders, but my absolute favourite, for its conceptual neatness and the way it lends itself to being done by a group, is the impact / influence matrix.

Notice the subtle but important difference between this matrix, and the one most commonly used by PR and communications specialists, which focuses on whether stakeholders are in favour of - or opposed to - your plans.  It would be inappropriate to use this for stakeholder engagement which engages in order to inform decisions, because you will be engaging before you have made up your mind.  And if you haven't decided yet, how can stakeholders have decided whether they agree with you?!

Instead, the matrix helps you to see who needs to be engaged most intensely because they can have a big impact on the success or otherwise of the work, or because the work will have a big impact on them.  It is 'blind' to whether you think the stakeholders are broadly your mates or the forces of darkness.

Map as a team

Your list is written out on sticky notes - one per note - and the stakeholders have been made as specific as possible: Which team at the local authority? Which residents? Which NGO? Which suppliers in the supply chain?

You have posted up some flip chart paper with the matrix drawn on.

The mapping is ideally done as a team - and that team might even include some stakeholders!  During the mapping, everyone needs to be alert to the risk of placing a particular stakeholder in the 'wrong' place, because you don't want to engage with them.  It's self-defeating, because sooner or later you will need to engage with the most influential stakeholders whether you want to or not.  And sooner is definitely better than later.

You move the notes around until you're all satisfied that you have a good enough map.

Intensity? Transmit, receive, collaborate

When the mapping is complete, then you can discuss the implications: those in the low/low quadrant probably just need to be informed about what's happening (transmit).  Those in the diagonal band encompassing both the high / low quadrants need to be asked what they know, what they think and what they feel about how things are now, how they might be in the future and they ways of getting from here to there (receive).  NB those in the bottom right corner - highly impacted on but not influential.  Vulnerable and powerless.  Pay particular attention to their views, make a big effort to hear them, and help them gain in influence if you can.

Those in the 'high/high' corner are the ones you need to work most closely with (collaborate), sharing the job of making sense of how things are now, co-creating options for the future, collaborating to make it happen.  Because if they are not on board, you won't be able to design and implement the work.

Prioritise and plan

Now you are in a position to plan your engagement, knowing which stakeholders need mostly to be told, mostly to be listened to or mostly to be collaborated with.

Review and revise

Watch out for people and organisations moving over time.  Very often the people in bottom right are the unorganised 'public'. They might be residents or consumers.  If they get organised, or their cause is taken up by the media, a celebrity or a campaign group then their influence is likely to increase.

Those in the top left are potentially influential but unlikely to get involved because there's not so much in it for them.  Your engagement plan might include helping them to see why their input is useful, and piquing their interest.

So stay alert to changes and alter your engagement plan accordingly.

Don't be an expert - at least, not yet

The trouble with being an expert is that you are expected to come up with solutions really fast. Or you think you are. Doubly so if you're an advocate or a campaigner. You can be tripped up by your own assumptions about your role, and stumble into taking a position much too early. And once you've taken a position, it feels hard to climb down from it and explore other options.

Which can be a big mistake.

Don't be an expert, yet

Pretty much every project you'll ever work on has more than one noble aim (or, at least, more than one legitimate aim). On time, on budget. For people, profit and planet. Truth and beauty.

Not much point designing the shiniest, coolest, sexiest thing that can't be built.  Or the safest, most ethical, handcrafted whoosit that's too expensive for anyone to buy.  Or running an organic, fair trade eco-retreat which can only be reached by helicopter.

If a critical variable needs to 'lose' in order that the thing you have committed yourself to can 'win', you've set it up wrong.

Why set it up as a zero-sum game, when it could be that there's a win-win solution enabling everyone to get everything they want?  (I could tell you about boogli fruit, but once again I'd have to kill you.)

Not everything is a fight

If you frame it as a fight, you'll get a fight.  If you frame it as a complex problem with a mutually-beneficial solution that hasn't been found yet - you may just get it.

But how can you help the conversation be a dialogue rather than a gun-fight?

You need to stay in that uncomfortable place of not knowing.  Listen well.  Ask questions.

Above all, maintain an attitude of respect, curiosity and trust.

Want to explore further?

I'll be talking more about this at #DareConf Mini on 20th January - still time to join me and some awesome speakers.

And here's a New Year's gift to help: £100 off if you use code PENNY when booking.

Deadlines

Do deadlines help a group reach consensus? Or do they get in the way? Yesterday brought the news that the latest round of talks in the peace process in Northern Ireland had broke up without agreement, the deadline having passed.  There's a report from the BBC here.

I make no comment on the content of the talks, but I am interested in the process.  Why was this particular deadline set?  And do deadlines help by providing a sense of jeopardy - a time when the Best Alternative to a Negotiated Agreement comes into play?  Or by restricting the time for exploration and low-anxiety creativity, do they get in the way of positive consensus?

Deadlines for discussion and agreement may be tied to objective events in the real world:  mother and midwife need to agree how to manage labour before it happens.  They may be tied to objective but less predictable events: the Environment Agency and the stakeholders discussing details of the Medmerry Managed realignment flood defence scheme wanted to get it built in time to protect the area from the higher risk of winter storms and flooding.  Or they may be tied to other events which are choices rather than unstoppable events, but ones where choosing not to meet the deadline would have very large consequences:  the Environment Agency and the Olympic Delivery Authority needed to agree how to handle drainage and water quality from the Stratford Olympic site in time for the games to happen in 2012.

I may be missing something, but the Haass talks don't seem to have any of these justifiable external pressures.  So why the deadline?

A moment of commitment - reflections on writing

Tempting and disconcerting in equal measure: being asked to write a book is such a flattering thing, dangerously seductive; being asked to write a book is such a frightening thing, because "what if it's rubbish?"  Putting something in writing is a moment of commitment: hard for an inveterate hedger and fence-sitter like me.  (I couldn't even decide between 'hedger' and 'fence-sitter', could I?)

Avoiding temptation, taking courage

In an attempt to stop it being rubbish, and to remind myself that it's not me that's being flattered - it's the wise things I've learnt from others - I made a conscious choice to stand on shoulders of giants both for theory and for tips that really make a difference, when writing Working Collaboratively.

I found some great academic research and theory before I decided that I really needed to stop reading and get on with writing.  But it was more on 'collaborative governance' (advising others on how to do things) than multi-sector collaboration to get things done.  Noticing that distinction helped me decide what to get my teeth into.

What kind of collaboration?

I knew I wanted to include examples, and there were plenty out there even from a cursory look.  But I wanted to find ones which were more than contractual, more than cause-related marketing, and which involved multiple collaborators not just two (you can't change a system with just two players).  I wasn't so interested in crowd-sourcing,  where the hive mind is used to generate multiple clever ideas which might be the solution, but stops short of putting collaborative solutions into practice. That feels like another form of consultation to me.

It's not to say these are bad things: but to me they are less difficult and less necessary than when collaboration is a way to solve system-level wicked problems, where there is a need for simultaneous action by players who each bring a different piece of the jigsaw with them.

So I drew up some criteria and then searched for examples which both met those criteria and that I had a head-start with: knowing key players, for example, who I could be confident would at least read my email or return my call.

Hearty thanks to everyone who made time to be interviewed or to give me their perspective on some of the examples.

Book writing as a project

The project has followed a pattern I'm now pretty familiar with, in my consulting, training and facilitation work:

• excitement and disbelief at being invited to do such a cool thing;
• fear that I'll have nothing interesting or useful enough to say;
• writing myself a little aide memoire to keep those pesky internal voices at bay;
• mind mapping key points and allocating word count (in a training or facilitation situation, that would allocating minutes!);
• less familiar was the long research phase, which is not something have to do very often and was a real luxury;
• identifying examples and interviewees.

Then the actual creativity begins: knitting new things, finding scraps of existing articles, handouts or blogs to recycle and stitching it together like a quilt with additional embroidery and applique. I start committing myself to a narrative thread, to a point of view, to some definitive statements.

Then the first of many moments of truth: sending the draft off and nervously awaiting the feedback - sitting over my email until it arrives and then putting off the moment of actually opening it and reading the response.

Altering and amending the draft in response to that feedback and to my own nagging unhappiness with how I've captured something which may be very hard to pin down.

And then there's a dip: the boredom as I get too familiar with the material: is there anything new here? Will anyone else find it interesting?

At that point I know I need to leave it all to settle for a bit and come back to it fresh after some weeks.  Fortunately, when I did, I felt "yes, this is what I wanted to say, this is how I wanted to say it" and crucially: "this has got things in it that readers will find useful, amusing, novel, easy to understand."

Collaboration of goodwill

It's sobering and enlightening to remember how much goodwill was involved - interviewees, people who gave me permission to use models and frameworks; anonymous and other reviewers; people helping to get the word out about it.  There was a lot of swapping favours and continuing to build and reinforce working relationships.  It might be possible to analyse these all down to hard-nosed motivations, but I think much of it was trust-based and fuelled by enthusiasm for the topic and a long history of comfortable working relationships.

What did I say?

As an author, it feels as if the project is ended when the final proofs go back to the publisher.  But of course it doesn't, thankfully, end there.  Now that I've been invited to blog, present or share expertise off the back of the book (e.g. Green Mondays, MAFN, DareConf) I have to remind myself of what I've written!  Because your thinking doesn't stand still, nor should it.

What you need from your facilitator, when you're collaborating

Researching Working Collaboratively, I heard a lot about the importance of a skillful facilitator.  And you can see why.  Collaboration happens when different people or organisations want to achieve something - and they need common ground about what it is they want to achieve.  They might both want the same thing or they may want complementary things. Since finding common ground is not easy, it's good to know facilitators can help.

Common ground, common process

But it's not just common ground on the goals that need to be achieved, it's common ground on the process too.  It's essential to be able to find ways to work together (not just things to work together on).

Process can be invisible - you're so used to the way your own organisation does things, that you may not see that these processes are choices. And it's possible to choose to do things in other ways.

This can be as simple as using descriptive agendas (which set out clearly what the task is for each item e.g. 'create a range of options', 'discuss and better understand the options', 'identify the group's top three options', 'agree which option to recommend', 'agree which option to take forward') rather than the more usual summary version (Item 1: options).

Or it might be agreeing to set up special simultaneous consultation and decision mechanisms within each of the collaborating organisations rather than each one going at its own usual, different, pace.

To be able to make these choices, process needs to be brought to conscious awareness and explicitly discussed.  This will be a key part of any facilitator's role.

Disagreement without conflict

Collaboration is about agreement, of course.  But if the organisations have identical aims and ways of meeting them, then they might as well merge rather than collaborate!  In collaboration, you must also expect disagreement and difference.

Sometimes people may be so keen to find the common ground, that discussing the areas of disagreement and difference becomes taboo.  Much more healthy is being able to discuss and acknowledge difference in an open and confident way.  A facilitator who is used to saying: "I notice that there is a difference of view here.  Let's understand it better!" in a perky and comfortable way can help collaborators be at ease with disagreement.

Building trust

Your facilitator will also need to help you be open about the constraints and pressures which are limiting your ability to broaden the common ground about desired outcomes or process.  Perhaps a public body cannot commit funds more than one year ahead.  Perhaps a community or campaign group needs to maintain its ability to be publicly critical of organisations it is collaborating with. A business may need to be able to show a return on investment to shareholders. In most cases, the people 'in the room' will need to take some provisional decisions back to their organisation for ratification.

Just like the areas of disagreement, these constraints can be hard to talk about.  Some clients I work with express embarrassment bordering almost on shame when they explain to potential collaborators the internal paperwork they 'must' use on certain types of collaborative project.

Much better to be open about these constraints so that everyone understands them.  That's when creative solutions or happy compromises arise.

A neutral facilitator?

Do you need your facilitator to be independent, or do they need to have a stake in the success of the collaboration?  This is the 'honest broker / organic leader' conundrum explored here.

I have seen real confusion of process expertise and commitment to the content, when collaborative groupings have been looking for facilitation help.  For example, the UK's Defra policy framework on the catchment based approach to improving water quality seems to assume that organisations will offer to 'host' collaborations with minimal additional resources.  If you don't have a compelling outcome that you want to achieve around water, why would you put yourself forward to do this work?  And if you do, you will find it hard (though not impossible) to play agenda-neutral process facilitator role. There is a resource providing process advice to these hosts (Guide to Collaborative Catchment Management), but I am not sure that any of them have access to professional facilitation.

This is despite the findings of the evaluation, which say that facilitation expertise is a 'crucial competency':

"Going forward, pilot hosts indicate that funding, or in-kind contribution, for the catchment co-ordinator and independent facilitation roles is essential."   (p8)

And Defra's own policy framework makes clear that involving facilitators is crucial to success:

"Utilising expert facilitation to help Partnerships address a range of issues for collaborative working including stakeholder identification and analysis, planning meetings, decision-making and engaging with members of the public [is a key way of working]."

There seems to be some understanding of the agenda-neutral facilitation role, but a lack of real answers to how it will be resourced.

I will be fascinated to see how this plays out in practice - do comment if you have experience of this in action.

How can I get them to trust me?

Trust is essential to collaborative work and makes all kinds of stakeholder engagement more fruitful.  Clients often have 'increased trust' as an engagement objective.  But how do you get someone to trust you?

Should they?

My first response is to challenge back: should people trust you?  Are you entering this collaboration or engagement process in good faith?  Do you have some motives or aims which are hidden or being spun?  Do some people in your team see consultation and participation as just more sophisticated ways of persuading people to agree with what you've already made up your mind about?  Or are you genuinely open to changing things as a result of hearing others' views?  Is the team clear about what's up for grabs?

It's an ethical no-brainer: don't ask people to trust you if they shouldn't!

Earn trust

Assuming you do, hand on heart, deserve trust, then the best way to get people to trust you is to be trustworthy.

Do what you say you're going to do. Don't commit to things that you can't deliver.

Don't bad-mouth others - hearing you talk about someone one way in public and another in a more private setting will make people wonder what you say about them when they're not around.

Trust them

The other side of the coin is to be trusting.  Show your vulnerability.  Share information instead of keeping it close.  Be open about your needs and constraints, the pressures on you and the things that you find hard.  If you need to give bad news, do so clearly and with empathy.

Give it time

Long-term relationships require investment of time and effort.  Building trust (or losing it) happens over time, as people see how you react and behave in different situations.

Be worthy of people's trust, and trust them.

Summer round up

Sorry I haven't been over at this blog properly for a while: I've been busy blogging elsewhere to tell people about Working Collaboratively. Here's a round-up of the other places where I've been writing.

Blogtastic

Guardian Sustainable Business  Collaborating can be frustrating but it isn't about sublimating your organisation's goals – it's about discovering common ground...

Business Green It's time for business to gang up on the barriers to change.  Businesses need to collaborate with NGOs, communities and the public sector to make serious change happen...   (To read this one, you will need to be a Business Green subscriber or register for a free trial.)

Forum for the Future / Green Futures Blog  Shipping leaders look for common ground. Change in the shipping system will depend on time, trust and an independent third party...

Defra's SD Scene Newsletter  Who might collaborate with you? The book contains frameworks, tools and interviews with people who have collaborated to achieve sustainable development outcomes, including from one of Defra’s recent Catchment Based Approach pilots to improve river health and water quality.

CSR Wire Finding the Dots: Why Collaborate When We Have Nothing In Common?  When the problem is intractable, systemic and locked-in, it’s the very people you think you are in competition with who you need to listen to with the closest attention and the most open mind. 

I've enjoyed the challenge of finding new angles on the same basic messages.  I hope you enjoy reading them.

Amazonian

Mixed feelings on seeing that the book is now available on Amazon, too.  You can get it as an ebook or paperback.  I'm not sure how good Amazon's record is in collaborating for sustainable development goals... But at least there's a review function so people could share their thoughts on this paradox through that forum.

Collaborate: over and over again.....

One of the points that I end up stressing in collaboration training, and try to get across in the book, is the iterative nature of collaboration. Working Collaboratively is organised around three 'threads': what, who and how.  'What' is the compelling outcome you want to achieve, 'who' are the collaborators and 'how' is your process or ways of working.  And you could think of these three threads being plaited together, because they are inseparable and they continue to need attention in parallel.

The 'over and over again' iteration happens for all three threads.  As you explore shared or complementary outcomes, potential collaborators get closer or move away.  As it becomes clearer who the collaborators will be, ways of working which suit them emerge or need to be thrashed out.  As process develops, greater honesty and trust enables people to understand better what they can achieve together.

Plaited loops

So these three plaited threads (who, what, how) loop the loop as you go forwards - being reviewed and changed.

We explored putting in a graphic to illustrate this, but my idea couldn't be transferred to an image successfully.  My very poor sketch will have to suffice.

Why does this matter?

Exploratory, tentative and above all slow progress can be exasperating not just for the collaborators but for their managers or constituencies.  What's going on?  Why aren't there any decisions yet?  What are you spending all this time on, with so little to show for it?  The investment in having what feels like the same conversation over and over again is essential.  Collaborators need to appreciate that, and so do the people they report to.

“Working Collaboratively: A Practical Guide to Achieving More” Use PWP15 for 15% discount.

I learn it from a book

Manuel, the hapless and put-upon waiter at Fawlty Towers, was diligent in learning English, despite the terrible line-management skills of Basil Fawlty.  As well as practising in the real world, he is learning from a book. Crude racial stereotypes aside, this is a useful reminder that books can only take us so far.  And the same is true of Working Collaboratively.  To speak collaboration like a native takes real-world experience.  You need the courage to practise out loud.

The map is not the territory

The other thing about learning from a book is that you'll get stories, tips, frameworks and tools, but when you begin to use them you won't necessarily get the expected results.  Not in conversation with someone whose mother tongue you are struggling with, and not when you are exploring collaboration.

Because the phrase book is not the language and the map is not the territory.

Working collaboratively: a health warning

So if you do get hold of a copy of Working Collaboratively (and readers of this blog get 15% off with code PWP15) and begin to apply some of the advice: expect the unexpected.

There's an inherent difficulty in 'taught' or 'told' learning, which doesn't occur in quite the same way in more freeform 'learner led' approaches like action learning or coaching.  When you put together a training course or write a book, you need to give it a narrative structure that's satisfying.  You need to follow a thread, rather than jumping around the way reality does.  Even now, none of the examples I feature in the book would feel they have completed their work or fully cracked how to collaborate.

That applies especially to the newest ones: Sustainable Shipping Initiative or the various collaborators experimenting with catchment level working in England.

Yours will be unique

So don't feel you've done it wrong if your pattern isn't the same, or the journey doesn't seem as smooth, with as clear a narrative arc as some of those described in the book.

And when you've accumulated a bit of hindsight, share it with others: what worked, for you? What got in the way?  Which of the tools or frameworks helped you and which make no sense, now you look back at what you've achieved?

Do let me know...

Working collaboratively: world premiere!

So it's here! A mere nine months after first being contacted by Nick Bellorini of DōSustainability, my e-book on collaboration is out!

Over the next few weeks, I'll be blogging on some of the things that really struck me about writing it and that I'm still chewing over.  In the meantime, I just wanted to let you know that it's out there, and you, dear reader, can get it with 15% off if you use the code PWP15 when you order it. See more here.

It's an e-book - and here's something cool for the dematerialisation and sharing economy geeks: you can rent it for 48 hours, just like a film!  Since it's supposed to be a 90 minute read, that should work just fine.

Thanks!

And I couldn't have done it without the wonderful colleagues, clients, peers, critics, fellow explorers and tea-makers who helped out.

Andrew Acland, Cath Beaver, Craig Bennett, Fiona Bowles, Cath Brooks, Signe Bruun Jensen, Ken Caplan, Niamh Carey, Lindsey Colbourne, Stephanie Draper, Lindsay Evans, James Farrell, Chris Grieve, Michael Guthrie, Charlotte Millar, Paula Orr, Helena Poldervaart, Chris Pomfret, Jonathon Porritt, Keith Richards, Clare Twigger-Ross, Neil Verlander, Lynn Wetenhall; others at the Environment Agency; people who have been involved in the piloting of the Catchment Based Approach in England in particular in the Lower Lee, Tidal Thames and Brent; and others who joined in with an InterAct Networks peer learning day on collaboration.