Airbus Leadership University

Stakeholder mapping

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Review the team's stakeholders landscape and understand how we could develop our relationship with them.



A 360 like review of the stakeholders -> enable the team to put themselves into the shoes of the stakeholders - all is expressed from the stakeholders point of view - it develops the team's knowledge of the stakeholders.

Team also self-reflects on the notion of circle of control, circle of influence, circle of concern. They practice pitching (1 min to sell an action, the importance of WHY? - Simon Sinek golden circle), consent decision making (objection round).

Team has questioned its transparency towards stakeholders.




    Before WS:

    - on facilitator side, prepare a virtual board with a first poster being "Stakeholder list". Do not disclose or include in your board the other posters (see options below).

    - send to the whole team the virtual board asking people to populate the board on-line. No need to identify duplicates, no need for clustering at this stage. Each of team member to fill in as she/he wants

    - facilitator to prepare the other posters according to the options selected (refer to template section and next sequence - choice between three options)

    During WS - Step 1 (30min):

    Display the stakeholder poster to the whole team. Each participant to read all contributions. Open a discussion and ask for volunteers to identify duplicates and organize clustering of post-its in the name of the group (possible to add more if needed). Make the team agree collectively on the number of stakeholders which results from this clustering activity an ask them to give a single name to each stakeholder by creating a post-it close to its corresponding cluster.

    Then ask the same volunteers to copy/paste each of those post-it as titles of the next posters. One stakeholder per poster. Posters are organized as follow:

    Option 1 - Mutual expectation for stakeholders: each poster contains 2 columns: "They expect from us", "We expect from them"

    Option 2 - Coat of Arms for stakeholders: each poster features a coat of arms with 5 parts:

    - each coat of arms contains 5 parts:

    1-"Their Key challenge"

    2-"DOs and DON'Ts when relating to them"

    3- "Their Top priorities"

    4- "the quality of our relationship to them"

    5- "their doubt about us/what they don't like about us"

    Option 3 - roles and interfaces of stakeholders: each poster is split in 3 parts : "Main accountabilities", "key input from us", "key output to us"

    Each participant then to populate each poster with its inputs. Job is done silently. No talking.

    During WS - Step 2 (5 min): make a break ! Self-reflect !

    Inform the team that there will be soon a space to discuss openly the result in sub-groups, one per stakeholder. Propose people to stand up and grab a glass of water, a snack, breathe outside and ask them to reflect during 5 min on the concept of circle of concern / circle of influence / circle of control through the following question: "among stakeholders, in which circle each of them fit?" and within which circle each team member prefer to sit (in other words, am I someone more at ease to work in my circle of control? am I more at ease in influencing / networking? am I someone at ease in satisfying customers even without control of their expectations - circle of concern downstream OR at ease getting in the big picture with sponsors / company inputs even without control on their expectations - circle of concern downstream).

    Back in plenary

    During WS - Step 3 (30min): sub-group work

    Ask the team to split in as many groups as stakeholder map. In each virtual room, let open mike to free the speech.

    First step (15 minutes): sub-group has to make a synthesis of the poster.

    Second step (10min): sub-group has to make a proposal of actions that are within the team's control

    Third step (5min), ask each group to nominate a spokesman for the whole group who will present both the synthesis and the proposed actions

    During WS - Step 4 (5 to 10 min): make a break ! Insight from my life !

    Ask each participant to make a new break. This time, ask them to walk within their immediate surrounding, and reflect on "What's the best way to embark a stakeholder?" "How could I have my family or friends or neighbourhood supporting me in a personal challenge?". Bring back an object in front of camera which represent a success in stakeholder engagement in your personal life.

    During WS - Step 5 (5min per stakeholder + 10min object sharing + 10min dotvoting): debrief & debrief

    Let each spokesman debrief during 5min on the stakeholder mapping synthesis and proposed actions. After all actions have been listed, ask spokesmen to take all actions listed and grouped them in a decision poster, asking them to focus on duplicates and cluster potential similar actions or actions that can be grouped as common with several stakeholders.

    Ask then 3 participants to share their object story (ref to step 4). Let one ore two minutes of silence for each participant to reflect on "how does it resonate in me?"

    If time allows, you can give the participant the possibility to express in 1min the WHY the put behind the action they would really like to launch "This is for me the priority because….” (getting the WHY behind solutions improves greatly mindful decision making).

    Then go for voting around actions according to the following sequence: with the following constraint: max 4 actions and for each of them, "objection round" (see sequence) to be run

    Post WS - Step 6 (15 min) share & embark

    Discuss post-work in the team and ask for a volunteer to send the mapping of stakeholders to them, potentially allowing them a part of the virtual board for post-it feedback. Discuss if we share actions with them as well or not. What does it tell about us?


    Be strict on timing and breaks. Set an on-line timer ( or and display it full screen)

    Prepare ahead all visual boards, hiding some if needed as it could be a loss of time

    Find template of virtual board here under Google Jamboard here:


    Created by Maxime LE TEXIER

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