easywinwin: making winners out of stakeholders

LA SPIN PresentationLA SPIN Presentation

EasyWinWin: Making Winners Out of Stakeholders

SoCal SPIN Long Beach July 28, 2000

Paul Gruenbacher Robert Briggs


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Contents

• WinWin introduction and background

• GroupSystems.com profile

• EasyWinWin online overview

• EasyWinWin step-by-step– With examples from real negotiations

• Feedback & closing


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Audience Survey - I

• What is your role in the product requirements process?– Sales & marketing– Engineering– Executive– Research & development– End user


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Audience Survey - II

• Which of these play a significant part in your organization’s typical requirements approach?– Prose documents– Requirements specification tools– Prototyping– Business case analysis– Stakeholder win-win concepts


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Audience Survey - III

• What are your major concerns with your organization’s typical requirements approach?– Takes too long to do well – Too many defects– Too hard to keep up with change– Key stakeholders excluded– Too bureaucratic


WinWin Introduction and Background

Paul Gruenbacher


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The Challenge: Avoiding Requirements Mismatches


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Outline• What is the WinWin approach?• Why use WinWin for requirements?

– The alternatives don’t work– Avoids costly rework– Builds trust and manages expectations– Helps stakeholders adapt to change

• Why use EasyWinWin online?– Speed and efficiency– Low entry barrier for stakeholders


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WinWin Definition

The win-win approach is a set of principles, practices, and tools, which enable a set of

interdependent stakeholders to work out a mutually

satisfactory (win-win) set of shared commitments.


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Win-lose Generally Becomes Lose-lose

Proposed Solution “Winner” Loser

Quick, Cheap,Sloppy Product

Lots of“bells and whistles”

Driving too hard abargain

Developer &Customer

Developer & User

Customer & User

User

Customer

Developer

Actually, nobody wins in these situations


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Key Concepts

• Win Condition: objective which makes a stakeholder feel like a winner

• Issue: conflict or constraint on a win condition

• Option: A way of overcoming an issue

• Agreement: mutual commitment to an option or win condition


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Win ConditionWin Condition

AgreementAgreement OptionOption

IssueIssueinvolves

addresses

adopts

covers

WinWin Negotiation Model

WinWin Equilibrium State- All Win Conditions covered by Agreements- No outstanding Issues


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Why Use WinWin ?• The alternatives don’t work

– Win-lose often leads to lose-lose• Avoids costly rework

– 100X cost to fix requirements after delivery• Builds trust and manages expectations

– Looking out for other’s needs builds trust– Balancing needs leads to realistic expectations

• Helps stakeholders adapt to change – Shared vision and the flexibility of

quick re-negotiation


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WinWin Usage• Government: Air Force, DARPA, FAA

– WinWin Spiral chosen as recommended spiral approach by Air Force C2ISR Center

• Larger companies: Boeing, DEC, IBM, Litton, Lockheed Martin, Motorola, Northrop Grumman, TRW, Xerox

• Smaller Companies: Aerospace, C-Bridge, GroupSystems.com, IPAL, MCC, MediaConnex, SPC

• General: Habit #4 in Stephen Covey’s “Seven Habits of Highly Effective People”


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WinWin Critical Success Factors

• Appropriate staffing of stakeholder representatives, facilitator function– Stakeholder representatives: empowered,

committed, representative, collaborative, knowledgeable

– Facilitators: some understanding of stakeholder domains, collaboration management ability

– Good facilitators can be participants also

• Beginning of shared vision


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Spiral Model Refinements

•Where do objectives, constraints, alternatives come from?

–Win Win extensions

•Lack of intermediate milestones

–Anchor Points: LCO, LCA, IOC

–Concurrent-engineering spirals between anchor points

•Need to avoid model clashes, provide more specific guidance

–MBASE

Evaluate product and

The WinWin Spiral Model

2. Identify Stakeholders’win conditions

1. Identify next-levelStakeholders

Reconcile win conditions. Establishnext level objectives,

3.

process alternatives.Resolve Risks

4.

Define next level of product andprocess - including partitions

5.

Validate productand processdefinitions

6.

Review, commitment7.

Win-Win Extensions

OriginalSpiral

constraints, alternatives


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WinWin and CMMI• WinWin approach a key enabler for

several Integrated Capability Maturity Model (CMMI) Process Areas– Shared Vision– Collaborative Leadership– Customer and Product Requirements– Decision Analysis and Resolution– Integrated Team– Organizational Environment for Integration


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Why Use EasyWinWin OnLine?

• Speed and efficiency for modest system, distributed stakeholders–Email and telephone: 1-3 months–Early WinWin toolset: 1-3 weeks–EasyWinWin OnLine: 2-5 days

• Low entry barrier for stakeholders–Easy to learn and use– Intuitive, time-efficient process


GroupSystems.com Profile

Robert O. Briggs


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Professional Services Challenges

• Recruiting scarce talent to meet increasing demand

• Training and retaining talent to grow their business

• Ensuring client satisfaction by predictably and repeatedly delivering high quality products and services

• Reducing the time and effort to complete engagements • Increasing resource productivity and associated revenues


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GroupSystems.com MissionOur mission is to automate the delivery of industry best practice methodologies to maximize utilization rates of scarce human talent, and to accelerate innovation.


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GroupSystems.com Offering• GroupSystems Software

– It’s about what happens in the group – not on the screen

• Other Services– Methodology development / documentation– Facilitation– Training


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Sample of 850 CustomersIndustryIndustry

• Agilent TechnologiesAgilent Technologies• AmgenAmgen• Centennial FundsCentennial Funds• Federal Reserve BankFederal Reserve Bank• FINOVAFINOVA• Ford Motor CompanyFord Motor Company• GTE GTE • HeinekenHeineken• Hewlett PackardHewlett Packard• IBMIBM• IntelIntel• Lucent TechnologiesLucent Technologies• OracleOracle• Proctor & GambleProctor & Gamble• RaytheonRaytheon• TexacoTexaco

ServicesServices• Andersen ConsultingAndersen Consulting• APQCAPQC• Booz, Allen & Booz, Allen &

HamiltonHamilton• CSCCSC• Ernst & YoungErnst & Young• Gartner GroupGartner Group• JP MorganJP Morgan• KPMGKPMG• Marsh McLennanMarsh McLennan• Morgan Stanley Dean Morgan Stanley Dean

WitterWitter• Pricewaterhouse Pricewaterhouse

CoopersCoopers• SAICSAIC• ScientScient• Wirthlin WorldwideWirthlin Worldwide

Non-ProfitNon-Profit• Air National GuardAir National Guard• CIACIA• Department of Department of

Defense/3CIDefense/3CI• U.S. Armed ForcesU.S. Armed Forces• NASANASA• County of FairfaxCounty of Fairfax• State of IowaState of Iowa• Albuquerque Albuquerque

Technical VocationalTechnical Vocational• Delft University of Delft University of

TechnologyTechnology• Michigan Virtual Michigan Virtual

UniversityUniversity• Penn State UniversityPenn State University• USCUSC


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Business Plan Strategy• Partner with high-visibility, best-practice owners

(Market exposure and credibility)

• Brand an e-Method automation platform (Market penetration)

• Differentiate with research partner methodologies (Barrier to entry creation)

• Integrate with supporting technology partners(Market expansion)


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Software / IT Challenges

• 30% of software development projects fail• 70% of the remainder

– Are over budget by 189%– Behind schedule by 222%

• More than 50% of this trouble is caused by inadequate requirements definition

352 companies, 8000 Projects. Source: The Standish Group, 1995352 companies, 8000 Projects. Source: The Standish Group, 1995


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Why Software Projects Fail


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EasyWinWin OnLine• Before you know… Before you know…

– Who the client is…Who the client is…

– What the project is…What the project is…

– How many participants…How many participants…

• You know that…You know that…– Within 2 hours, stakeholders will have told you every possible Within 2 hours, stakeholders will have told you every possible

way they can think of to come out of the project a winner. way they can think of to come out of the project a winner.

– Within 2-3 more hours, stakeholders will agree on a clean, Within 2-3 more hours, stakeholders will agree on a clean, non-redundant list of win conditions.non-redundant list of win conditions.

– Within another hour, they will have prioritized their win Within another hour, they will have prioritized their win

conditionsconditions……– Within 1-2 weeks, you will finish your requirements Within 1-2 weeks, you will finish your requirements

negotiation instead of 2–6 months.negotiation instead of 2–6 months.


EasyWinWin Online Overview

Paul Gruenbacher


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EasyWinWin

• Success-critical stakeholders negotiate and prioritize the requirements for a software development project


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Who Are The Stakeholders?

• Customers• Users• Programmers • Architects• Domain Experts

• Analysts• Marketing• Sales• Management• …?


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Requirements Engineering Observations

• There is no complete and well-defined set of requirements waiting to be discovered


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• Requirements depend on available resources and capabilities


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Users, customers, managers, domain experts, and developers share different skills, backgrounds, and expectations


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• Requirements emerge from a process of co-operative learning in which they are explored, prioritized, negotiated, evaluated, and documented


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• Requirements are negotiated to achieve mutually satisfactory agreements


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EasyWinWin OnLine• Foster stakeholder involvement

– Proven collaboration techniques– Moderate and facilitate crucial activities – No training requirements for participants

• Stakeholders interact frequently, intensively, anytime, anyplace they want

• Step-by-step process guide• Automation

– Scalable, reliable, interoperable tool support– GroupSystems automation suite


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Steps of EasyWinWin OnLine1. Review and expand negotiation topics

2. Brainstorm stakeholder interests

3. Converge on Win Conditions

4. Capture a glossary of Terms

5. Prioritize Win Conditions

6. Identify Issues and Options

7. Negotiate Agreements

8. Organize negotiation results


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Agenda


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WinWin Deliverables

• An outline of negotiation topics (taxonomy)• Definitions of key project terms• Prioritized win conditions• Issues: constraints, conflicts, known

problems• Options: solutions addressing issues• Agreements providing the foundation for

further plans


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EasyWinWin OnLine Usage

• Web-based information systems– Digital library projects

• Web-portal development– University bookstore consortium

• Web-infrastructure for e-Marketplace– MediaConnex

• COTS product requirements definition• Sales and marketing process definition


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EasyWinWin OnLine Summary• Speed

– Parallel contribution reduces cycle time– Minimum training requirements

• Broader and deeper negotiation results– Increases buy-in and reduces risks– Builds trust and manages expectations

• Repeatable process – Collaboration techniques– Process guide for moderator

• Methodology available online


EasyWinWin Step 1.

Review and Expand Negotiation Topics


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(1) Review and Expand Negotiation Topics

• Objective: refine, and customize the outline of negotiation topics

• How: Could-be, Should-be

• Result: Shared Outline that helps to•stimulate your thinking,•organize your win conditions, and•serves as a completeness checklist for negotiations.


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Ways to Win in Software Development:

Stakeholders negotiate about …• Project requirements

• System capabilities

• Interface requirements

• Level of service requirements

• Evolution requirements

See USC-CSE MBASE Guidelines


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Win 1. Project Requirements

• Mandates for design team

• Global constraints, such as mandated technology, often non-negotiable

• Policy, procedure, methodology

• Tools, techniques

• Project requirements should be M.A.R.S. (Measurable, achievable, relevant, specific)


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Win 2. Capability Requirements

• Features, functions, behaviors– Nominal: primary purpose of the system– Off-nominal: for handling exceptions, variant

scenarios

• Capability requirements are testable


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Win 3. Interface Requirements

• How should it look and feel to the user?

• How should it tie to other software and hardware systems?


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Win 4. Level of Service Requirements

• How well must the system perform a given requirement? – Performance, Reliability, Portability, …

• Level of Service Requirements should be M.A.R.S.– Measurable– Achievable– Relevant– Specific


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Win 5. Evolution Requirements

• Account for predictable future growth and change– Capability Evolution– Level of Service Evolution– Interface Evolution– …


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The Topics for Negotiation

• This is an outline of all the ways you can win in a software development project.

• Read it and suggest additions, revisions


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Could-Be-Should-Be

• Could-be: add comments recommending change to this outline

• Should-be: a moderator reviews these comments together with the group and modifies the outline itself

• Questions?


Step 2.Brainstorm Stakeholder Interests


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(2) Brainstorm Stakeholder Interests

• Objective: Share perspectives, views, background, expectations

• How: Anonymous, rapid brainstorming

• Result: An unstructured set of comments about their vested interests (win conditions)


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People submit and share ideas about

their win conditions using electronic

discussion sheets


Step 3.Converge on Win Conditions


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(3) Converge on Win Conditions

• Objective: Build and organize win conditions

• How: Structured discussion to converge on key win conditions

• Result: List of clearly stated, unambiguous win conditions


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Team builds a clean list of win conditions and

organizes win conditions into pre-defined buckets


Step 4.Capture a Glossary of Terms


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(4) Capture a Glossary of Terms

• Objective: Define and share meaning of important terms

• How: Initial definitions based on stakeholder statements; joint review

• Result: A glossary of terms with definitions and stakeholder statements showing usage of terms


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The team crafts definitions for

important terms used in the project


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The Glossary of Terms• As participants brainstorm, they use words that

have special meanings within the context of a project or a domain.

• During the convergence step, the moderator added important terms to a shared list in the electronic brainstorming tool.

• Each sheet in the Topic Commenter tool shows how a certain term is used in different statements and ideas.

• We will use this information to create and jointly review definitions for these terms.


Step 5.Prioritize Win Conditions


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(5) Prioritize win conditions• Objective: Scope project, gain focus

• How: Vote on Business Importance &

Ease of Realization

• Result: Prioritized

win conditions


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“Maybe later” “Low Hanging Fruits”

“Forget them” “Important with

hurdles”After voting,win conditions are displayed in four categories


Step 6.Reveal Issues and

Constraints


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(6) Reveal conflicts and constraints

• Objective: Surface and understand issues

• How: Analyze prioritization poll to reveal conflicts, constraints, different perceptions

• Result: Issues,

sometimes Options


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Red cells indicate lack of Red cells indicate lack of consensus. consensus.

Oral discussion of cell Oral discussion of cell graph reveals unshared graph reveals unshared information, unnoticed information, unnoticed assumptions, hidden assumptions, hidden issues, constraints, etc.issues, constraints, etc.


Step 7. The WinWin Tree:

Identify Issues, Options, Agreements


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(7) Issues, Options, Agreements• Objective: Explore issues and options; negotiate

agreements

• How: Develop/Review pass

for issues, options, agreements

• Result: A WinWin Tree:– Win conditions– Issues– options, – agreements


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Issues are captured as subheadings to win conditions


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Elaborate Options

Options are captured as subheadings to issues


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Agreements are captured as subheadings to options and win conditions


Step 8.Organize Negotiation

Results


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(8) Organize Negotiation Results

• Objective: Check if negotiation topics have been sufficiently covered

• How: Joint Sortingand Reviewing

• Result: List of topics

needing further

attention


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• We are looking for project sites!

• If you want to participate in a EasyWinWin session please contact

– Paul Grünbacher (USC-CSE)[email protected]

– Bob Briggs (GroupSystems.com)[email protected]


Questions & Answers


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EasyWinWin WWW

For more information

Visit www.groupsystems.com or

http://sunset.usc.edu/research/WINWIN/EasyWinWin

easywinwin: making winners out of stakeholders

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