Where are your change programme stakeholders on the Head/Heart Matrix?

In a recent discussion about winning ‘hearts and minds’, I sketched out this simple 2x2 matrix that plots alignment against engagement.

Alignment = People understand the programme objectives and know what they need to do. This is largely an intellectual process – it's about the head.

Engagement = People are fully committed and eager to get involved. Their heart is in the programme.

This creates four types of stakeholders:

• Happy high-flyers (high alignment, high engagement)

  They know what to do – and love doing it.

• Awaiting orders (high alignment, low engagement)

  They know what to do – but aren’t doing it.

• Headless chickens (low alignment, high engagement)

  They don’t know what to do – but are doing lots of stuff.

• Disgruntled and disengaged (low alignment, low engagement)

  They don’t know what to do – and don’t want to do it anyway.

How do you move more people into the top right box?