Stakeholder Cube – effective engagement management
The Stakeholder Matrix, also known as the Stakeholder Cube, is an advanced tool in project management that helps classify and manage stakeholders based on three main dimensions:
✅ Power
✅ Interest
✅ Attitude
With it, project managers can effectively adapt communication and approach to maximize support and minimize resistance.
📦 4 main communication strategies in the classic Stakeholder Matrix (2D)
| Power | Interest | Strategy |
|---|---|---|
| High | Low | 🟡 Keep Satisfied |
| High | High | 🔴 Manage Closely |
| Low | Low | 🔵 Monitor |
| Low | High | 🟢 Keep Informed |
This is a basic classification that can be expanded by considering the stakeholder's attitude: positive or negative.
🧠 Examples of stakeholder segmentation considering attitude
🔴 High power, high interest
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Positive attitude: Key project allies - engage them, consult decisions, keep them informed.
-
Negative attitude: Potential opponents with influence - active conflict management strategy and monitoring are necessary.
🟡 High power, low interest
-
Positive attitude: Encourage support for the project - inform them at key decisions.
-
Negative attitude: Be cautious - despite low engagement, they can block the project. Minimize risk through periodic updates.
🟢 Low power, high interest
-
Positive attitude: Natural ambassadors - engage them, ask for feedback.
-
Negative attitude: They may spread misinformation or resistance - managing their expectations can be beneficial.
🔵 Low power, low interest
-
Positive/Negative attitude: Minimal communication - periodic contact is sufficient to maintain transparency.
🧩 Stakeholder Cube - 3D approach
When a project is complex and involves multiple parties, a more detailed approach is beneficial. The Stakeholder Cube adds attitude as a third dimension to the classic model:
| Dimension | Values |
|---|---|
| Power | High / Low |
| Interest | High / Low |
| Attitude | Positive / Negative |
This allows for precise adaptation of communication and management strategies to specific stakeholder groups.
📌 Summary
🎯 The Stakeholder Matrix - especially the Stakeholder Cube - is a powerful tool that helps:
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Identify key project influencers
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Match the appropriate communication style and level of engagement
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Monitor and minimize risks associated with negative attitudes
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