Constructive Engagement

Sometimes a development process must engage many different constituencies in order to be successful—including co-opting adversarial parties.

In order to quickly gain credibility with our target audience, we involved two groups of external parties: those that could provide relevant content and some of the organizations who criticized the company for failing to do enough to address their concerns.

We also leveraged the global scale of the corporation to facilitate knowledge transfer on the performance of products related to this initiative. And we got employees involved to change their behavior and address concerns about internal practices not lining up with marketing messages.