Mapping Stakeholder Empathy for Effective Change ( Change Management Foundation Microlesson )

To successfully implement change, you must first understand the journey your stakeholders are on. This short, practical episode focuses on the foundational Change Management technique of Stakeholder Empathy Mapping.

Understanding the Human Element of Change

Discover how moving beyond simple stakeholder identification to truly mapping their experience—what they See, Think, Feel, and Do—can transform your change strategy.

This crucial skill turns generalised change plans into personalised strategies, making the human side of your project manageable and ensuring the change sticks. Tune in to master the art of empathetic change leadership!

Transcript

Welcome back to Training Bitesize, the podcast dedicated to helping you master the art of change. Today we're talking about a powerful technique for understanding the people at the heart of any change initiative, the empathy map. It's easy to get so focused on project plans and timelines that we forget to step into our stakeholders' shoes. 

An empathy map is a fantastic tool to help with this. It's a simple technique that acts as a useful prompt to consider what a stakeholder might be thinking, feeling, hearing and seeing, as well as their pain points and what they could potentially gain from a change. The key is to have the right people creating the map. People with a deep understanding of the stakeholder you're profiling. Let's walk through an example. Imagine we're working on a new safety regulation for a utility business and our key stakeholder is Bill, a plant manager. We want to create an empathy map for him. 

First we ask what does Bill really think and feel? This is where we go beyond what he says. We try to get inside his head. What are his secret motivations and anxieties? Maybe he's worried about the complexity of the new system or the extra work it will create for his team. This is the space for speculating about his fears and his aspirations. Next we look at what Bill really hears. What are his colleagues saying? What rumours are circulating on the plant floor? We have to consider what information is reaching his ears because those external conversations will heavily influence his perception of the change. Then we consider what Bill sees. What is his physical and social environment like? Who are his friends and what are their opinions? What are the daily problems and pressures he has to grapple with? This helps us to understand his reality beyond just our conversations with him. Finally we consider what Bill says and does. 

What's his attitude when you talk to him? What is he telling others about the new initiative? This is where we look for potential conflicts between his words and his true feelings. What does he do when you're not around? His actions might tell a very different story from his words. The last two sections of the map are about the big picture. Pain and gain. For pain we ask, what are Bill's biggest frustrations? What are the perceived obstacles standing between him and success? Are there any risks he fears taking or additional pain that our change might bring to him? T

his is your opportunity to understand what's really holding him back. And for gain we ask, what does Bill truly want or need to achieve his own goals? What does he stand to gain from this change? By understanding his potential gain you can tailor your communication to show him exactly how this change will directly benefit him. An empathy map is more than just an exercise. It's a way to build a deeper connection with your stakeholders. It helps you to anticipate their concerns and communicate in a way that truly resonates.