About this webinar

What would it take to collaborate on content in a way that satisfies all of your stakeholders?As content professionals, we know how to create content that meets user needs. We have evidence to prove it, from neuroscience to analytics to lab research. But our stakeholders often see things differently. They resist our recommendations with opinions and anecdotes, insist on using jargon and legalese, appeal to emotion, or offer reasons that seem to be motivated by politics. So we try to get them to “buy-in” to our methods by presenting more data and more evidence. We argue our case in the hope of convincing them to follow our advice. It rarely works.It’s time to stop arguing. We can’t force people to see our perspective. But we do have a choice. This webinar shares collaboration techniques to understand stakeholders’ positions, to find out why they object to our advice. This isn’t compromise. We’re not giving up our values, we’re putting them into practice by finding solutions that work for everyone.

What will I learn?

From this webinar you'll learn:

• why stakeholders resist evidence-based arguments and appeal to emotion, opinion, or politics
• why stakeholders insist on jargon or legalese even when they know that users have difficulty understanding them
• how to reframe objections as requirements and create a shared understanding of all the constraints around a content problem
• how to invent an approach that satisfies all of these requirements without giving up on your values
• your next steps for putting this approach into practice with your stakeholders