Do some market segmentation on the field of players to help you understand their motivations and connections – draw up a matrix and list who you think are your allies, potential supporters, resisters etc are, then think about the following questions in relation to each:
- Who They Are – what work are they doing/where are they at, how does it connect to the situation at hand?
- Perception – how do you want this group to see and respond to this issue?
- Alignments, Clashes – where might this group see the issue aligning with theirs – or not?
- Engagement Story – what’s in it for this group, what’s the benefit?
Partnerships can be important, as it is easier for your opposition to push you aside if you are on your own, and partnerships can strengthen the credibility of an initiative by bringing in a diversity of viewpoints.