In conversation with ... Tjeerd den Boer

Tjeerd is High Performing Organization Expert. This week he gave a stakeholder management workshop for Product Owners at our office in Amsterdam. 'If you don't get people on board because you mis-explain a super good idea, that's an eternal waste.'

Published

February

2024

Written by

Eighteen years ago, Tjeerd founded Business Impact. The company employs 36 communication trainers working throughout Europe. Tjeerd works a lot with Dutch organizations where people make the difference, such as De Librije, Aegon, Apple Stores and with us. On Tuesday he gave a workshop 'stakeholder management' during Move Insights, the event for Product Owners. Before the event we spoke to him briefly about the power of behavior and communication. 'If you don't get people on board because you mis-explain a super good idea, that's a waste.'

What does your work for Business Impact look like?

'The goal of our group training is simply to make an impact on business with behavior change. We analyze human behavior by looking at personal "flaws," communication styles and characters, while respecting talent. This is how we teach people to understand each other better and work better together. This makes them faster, better or more customer-oriented, depending on what the organization stands for. In my work, I come into contact with all kinds of generations, markets, ideas and cultures. No day is the same and I learn something new every day. That comes in handy when you are as curious as I am.'

What did you remember most from the previous Product Owner Event?

'The Elevator Pitches that participants do at the start of this event. It takes guts to stand in front of a group of strangers and present yourself. But it's fun and educational for everyone.'

What challenges do Product Owners face?

'Many people in the profession are technically strong and like to talk about content. They often struggle with negotiation and politics. Yet Product Owners very often have to talk to internal stakeholders. In doing so, they have to be able to clear thousands or sometimes millions of dollars with a marketing, sales or IT director. If you want to sell your idea, you have to be able to pitch well. That's where I'm helping again today.'

How do you address that?

'By making participants aware of two strengths they have: knowledge of content and knowledge of business. The latter is especially true if they have Move behind them as a partner. As a Product Owner it is essential to be able to tell the story well. Many good ideas fail due to the inability to explain and sell them internally. Even the smartest people with the best ideas stumble over the quality of communication. If something is financially unfeasible or absolutely no priority, you can resign yourself to that. But communication and language should never be the reason a good idea runs aground.'

How is your workshop structured?

'I work problem-based. So I'm going to look at the One Minute Pitches, but also ask out what the top three things are that Product Owners are running into. Those three things I'm going to solve. Whether I need Lencioni, Leary or some other model for that depends on the input. Like a doctor, I can solve the symptoms pretty well, but I need to know the problem. I don't know if I'm encountering a fracture or a contusion today, but both are quite healable. And that's fun about my job. There are always solutions, but you have to start from the problem very well. That's true of all professions in consultative-selling situations, by the way. You always have to put the client's problem first and not your own methodology or your own interest.'

Is the event also suitable for Product Owners who don't work with Move?

'If you don't do business with Move, just the networking with other Product Owners is a reason to come. It is of course unique to get together with a large group of 'colleagues' from other companies and sectors and learn from and with each other for an entire afternoon. In addition, you immediately see what being a customer at and working with Move entails. You see what customers get in addition to the mobile solutions and what kind of organization is involved.

When do you consider this event a success?

'When people go home inspired to focus with their internal stakeholders not only on content, but also on the quality of communication and thus on their own behavioral style. And if they are happy with this gift from Move.'

‍

In June 2024, we will organize the next Product Owner Event. Would you like to be a part of it? Then please email paul.fellinger@moveagency.com.