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Lesson 10 min 20 XP

Understanding Motivations

Going beyond positions to understand what stakeholders really want — and why this unlocks better engagement.

What They Say vs What They Want

Drawing from negotiation theory, the distinction between positions and interests is crucial for stakeholder analysis. A position is what a stakeholder says they want ('We oppose this project'). An interest is why they want it ('We're concerned about job losses in our department').

Understanding interests opens possibilities that positions foreclose. If a department opposes your initiative because they fear losing headcount, addressing that fear directly (guaranteeing no layoffs, offering retraining) can transform an opponent into a supporter — even though their stated position was blanket opposition.

Stakeholders are typically motivated by combinations of: self-interest (career, finances, power), organizational interest (their team's or institution's wellbeing), values and ideology, relationships (loyalty to allies, opposition to rivals), and risk aversion (fear of change or failure).