Top Tips: Building advocacy
1. Map out your stakeholders and establish who could usefully play a role
Make sure you are clear about
those who can support you on
your journey. People who share
your interest or concern will
get on board quicker and help
drive your agenda. Map key
stakeholders out visually to
identify the connections and
bridge the gaps. Experiment with
using different colours or sizes
to visualise their relative
importance. Who are the key
audiences that you will need to
bring on board? Who could be
your allies or partners in
collaboration? Could you make
use of the relationships that
stakeholders have with each
other, encouraging peer learning
to help share the story more
effectively?
2. Identify key sponsors and champions to strengthen your position
Two roles are particularly
critical when it comes to
spearheading a design-led
innovative approach: sponsors
and champions.
Sponsors are typically people in
leadership at a high level, CEOs
or directors, who will
understand and get behind what
you want to achieve. They may be
decision makers themselves, or
have significant clout within
the decision making process.
Champions are typically people
‘on the ground’ who can take
ownership on a day-to-day basis
and drive the move towards a
design-led approach on a
practical level.
3. Connect with your peers to understand how your priorities align, and bring your ambitions together to help gather momentum
Create ambassadors. Build a small
trusted network around your
project and empower people to
talk about it from their
perspective. Let others take
ownership for the things that
mean the most to them or connect
most to their skillset and
ambitions. These people will
become advocates for change and
share the highs and lows with
you along the way.
4. Get to know your target audiences and connect with their needs
It’s likely that your stakeholder
mapping will have helped you to
identify three types of key
audience: (1) the decision
makers who have the
power to support your approach,
(2) the people ‘on the
ground’ who will
make things happen, and (3) the
end users who
are the beneficiaries of your
sector or project. When it comes
to building advocacy and support
for taking a design-led
approach, you will need to get
both decision makers and
frontline staff on board in
order to be able to move ahead.
Use empathy to better connect
with their perspectives and
needs. What problems do they
want to solve? What are their
priorities? What barriers and
pressures do they face? And what
insights and data are they
likely to need from you in order
to be able to offer their
whole-hearted support?
5. Build a common language by sharing in ways that are relevant and meaningful to your audience
Share your story using language and examples that will resonate with your audience. This could mean ‘translating’ design concepts such as prototyping or problem definition into language that is already familiar in your context, or finding examples to share that show the impact of a design-led approach in a similar sector or region. Show, as well as telling: running a workshop on a common example that participants will all be familiar with (for example, the experience of registering with a doctor) can help you to bring to life the power of a user-centred approach.