WO2004055699A1

WO2004055699A1 - A method for analysing human relationships in a business network

Info

Publication number: WO2004055699A1
Application number: PCT/AU2003/001671
Authority: WO
Inventors: James Brown; Louise Kelly
Original assignee: Hearts And Minds Crm Pty Ltd
Priority date: 2002-12-17
Filing date: 2003-12-16
Publication date: 2004-07-01
Also published as: AU2002953366A0

Abstract

The present invention provides a method for analysing human relationships in a business network. The method comprises the step of identifying a business link between at least two business units of the business network. The business link is maintained by operators associated with the at least two business units. The method also comprises the step of defining attributes of a preferred type of relationship that the operators of the business link should have for establishment or maintenance of the business link. A tool is provided to enable at least one operator to outline personal preferences of the or each operator to at least one other of the operators. The personal preferences relating to the defined attributes of a preferred type of relationship and the method comprises the further step of outlining the personal preferences of the or each operator. The tool enables the or each operator to outline preferences by selection from predetermined options for establishment or maintenance of the relationship, and thereby provides a structure to guide the or each operator in creating the outline.

Description

A METHOD FOR ANALYSING HUMAN RELATIONSHIPS IN A BUSINESS

NETWORK

Field of the Invention The present invention broadly relates to a method for analysing human relationships in a business network. Throughout this specification the term "operator" is used for both an individual and for a group of individuals who participate in the business network.

Background of the Invention Business networks often have complicated links between business units. For example, a business unit may be a department within an individual business or may be one business of a business network that comprises more than one business. Departments of a business or individual businesses of a business network are usually linked by business links operated by respective operators.

For example, a manufacturing business may maintain a business link with a supplier of materials used for the manufacture a product. Further, the manufacturing business may have business links with his clients. The manufacturing business may also have different departments, such as product design, sales and accounting departments which are linked by business links operated by respective operators. For the successful functioning of the business network it is necessary that operators of the business links exchange information and maintain the business links.

Summary of the Invention The present invention provides in a first aspect a method for analysing human relationships in a business network comprising the steps of:

- identifying a business link between at least two business units of the business network, the business link being maintained by operators associated with the at least two business units,

- defining a preferred type of relationship for establishment or maintenance of the business link,

- providing a tool to enable at least one operator to outline personal preferences relating to the preferred type of relationship, the tool defining a plurality of attributes for the preferred type of relationship so as to provide a structure to guide the or each operator in creating the outline, and

- outlining the personal preferences of the or each operator by selecting from the plurality of attributes for the preferred type of relationship.

The inventors have observed that there are often no guidelines for the relationship between operators who maintain a business link that may be very important for the successful operation of the business.

For example, the step of defining the preferred type of relationship may be conducted by business management. The definition of the preferred type of relationship may provide a rough guideline for the operators of the business link. Using the tool, which may be an interactive game or any other means that enables the or each operator to outline personal preferences by selection from predetermined options, the or each operator may then outline his/her personal preferences or attributes which may help the or each operator to learn how the preferred type of relationship can be achieved or maintained.

The tool typically provides a structure to guide at least two operators in creating the outline of their personal preferences. In a specific embodiment the tool provides a structure to guide the at least two operators in creating the outline of their personal preferences and in creating an outline of what each operator believes the preferences of each other operator are.

The method typically comprises the additional step of comparing the personal preferences of two or more operators associated with the business link so that possible differences in the personal preferences or perception between the operators can be discovered. Discussion and/or analysis of the different personal preferences or perception between the operators may then result in reducing the differences and thereby help the or each operator to achieve or maintain the preferred type of relationship.

In a specific embodiment the interactive game is a board game that is arranged such that it can be self- taught . The step of identifying a business link may be conducted so that a visual image including the business link is produced. The visual image may be a map that shows at least a portion of the business network and includes the business link. The step of defining the at least one attribute of the preferred type of relationship may include selecting the attributes from a fixed number of attributes of types of relationships.

At least two of the business units in the business network may belong to one business. For example, the business units may be different departments within one business. Alternatively or additionally at least two of the business units may belong to different businesses of a business network that comprises more than one business. In a specific embodiment, the interactive game is arranged such that playing the game by the operators results in a psychological process that is aimed at helping operators of business links to outline their preferences, ie . in the context of interlinked business units working toward the common success of the business network. Further, the psychological process may furnish a practical learning experience of how to describe, create, measure or track relationships to make them work better. The psychological process may include learning by introducing play, psycho-drama or social roles into the learning environment. Operators of inter-business links as well as those of the intra-business links may utilise the psychological process to learn new relationship language and behaviours.

The present invention provides in a second aspect a method for analysing human relationships in a business network comprising the steps of : - identifying a business link between at least two business units of the business network, the business link being maintained by operators associated with the at least two business units,

- defining attributes of a preferred type of relationship between the operators,

- providing a tool to enable at least one of the operators to create an outline of preferences by selecting from predetermined options related to establishment or maintenance of the preferred type of relationship to at least one other of the operators, and

- outlining the preferences wherein the tool provides a structure to guide the at least one operator in creating the outline. The invention provides in a third aspect a tool arranged to enable an operator of a business link to outline personal preferences relating to a preferred type of relationship, the tool defining a plurality of attributes for the preferred type of relationship, and providing a structure to guide the or each operator in creating the outline.

For example, the tool may be an interactive game such as an interactive board game.

The tool may be arranged to provide a structure to guide at least two operators in creating the outline of their personal preferences . The invention will be more fully understood from the following description of specific embodiments. The description is provided with reference to the accompanying drawings .

Brief Description of the Drawings

Figure 1 shows a map created in accordance with a specific embodiment,

Figure 2 shows a board of a board game according to another specific embodiment and Figure 3 shows game cards according to further specific embodiment.

Detailed Description of a Specific Embodiments Referring to Figures 1 to 3 , a method of analysing a business network according to a specific embodiment is now described. In general, the method comprises the steps of identifying a business link between at least two business units which is maintained by operators associated with respective business units. In this embodiment, a preferred type of relationship for the business link is then defined by business management. The method also comprises the step of providing a tool to enable at least one operator to outline personal preferences relating to the preferred type of relationship. The tool defines a plurality of attributes for the preferred type of relationship. The method further comprises the step of outlining the personal preferences by selecting from the plurality of attributes for establishment or maintenance of the relationship. The tool provides a structure to guide the operators in creating the outline.

In this specific embodiment the steps of identifying a business link between at least two business units in the business network and defining the preferred type of relationship between operators of the business link comprises creation of a map 10 for the structure of the business network. The map 10 identifies links between business units. In this example the map 10 is created by business management and includes:

• A ^Λ continent' "A" representing one business in a business network. On the map 10 such a continent may be represented in colour and has many of the features of a geographical map such as mountains, towns, roads, and others. The continent may be broken up into a number of ^λ islands' to represent organisational 'silos' in A. The dots within the continent A represent business department, organizations or roles that are associated with the operators of the business links of A. • A second continent "B" represents a second business organization collaborating with business A to produce business value. The dots within the continent "B" represent business departments, organisations or roles of that business collaborator. B may also be broken up into a number of 'islands.'

• The customer market "C" is served by the collaboration between A and B serves . • A participant "D" in the extended enterprises of A and/or B that is a stakeholder in the value the collaboration produces. There may be a number of other such participants on the map (not shown) .

• A customer "a" who is the end object of the collaboration.

• A role or function "b" in a stakeholder

• A key link "1" between A and B which produces collaboration and exercises significant influence of the production of business value. • An internal link "2" within B that is a part of a network of links in B that works collaboratively with A and D to produce value for C.

• An internal link "3" in A that is a part of a network of links in A that works collaboratively with B and D to produce value for C.

The process of creating the map 10 is iterative. Management may discover hidden aspects of their business strategy and culture, which they can then use as a means to create additional alignment within their company. The basic relationship story of the business network emerges naturally from this mapping exercise.

For each business link, management of the business network may then select a preferred a type of the relationship between the respective operators. In this specific embodiment these relationship types are selected from a palette of 7 types of relationships which management uses to describe how different relationships balance effectiveness and efficiency to produce improved business results. The 7 types of relationship are:

• Intimate Partnership,

• Top Down Enabling, • Guided Teamwork,

• Peer to Peer Teamwork,

• Inviting,

• Coordinating,

• Influencing.

The following outlines categories of the specific embodiment of the manner in which operators are to relate to produce increased business success:

Four Dimensions of every Relationship

In this embodiment, each of the 7 types has a different emphasis on four basic dimensions that all relationships hold in common. These are more detailed guidance to operators about how management wishes them to relate to produce business success. Each dimension has detailed specifications for how they are to be implemented.

• Disclosure Dimension

This basic attribute of relationships has the following attributes designed by management:

- Breadth (Limited to full scope of job)

- Depth (Overview to raw data)

- Intimacy (Selected to full "warts and all")

• Reliable Behaviour Dimension

This basic attribute of relationships has the following attributes designed by management : - Setting explicit expectations (Limited to full discussion)

- Tracking performance periodically (Occasional to regular schedule) - Managing changes and issues (Occasional to regular schedule)

• Mutual Value Dimension.

- Establishing value strategy (Informal or formal process)

- Establishing value targets (Informal or formal measures) - Value tracking (Occasional to scheduled)

• Power Sharing Dimension.

This basic attribute of relationships has the following attributes designed by management: - One way (directing, yet empowering)

- Two way (teamwork)

- None (persuasion)

After the preferred type of the relationship has been defined, operators of the respective business link are invited to outline preferences relating to establishing or maintaining the preferred type of relationship to each other.

In this specific embodiment, the tool is a board game. Figure 2 illustrates the board 20 of the board game and Figure 3 shows playing cards that correspond to the above-described categories. The board 20 is used as the 'playing field' together with the business map 10 for operators such as managers, employees or partners to learn a new practical approach to business relationships. It is used by two operators of a respective business link to show each other their understanding about the design they have been asked by management to implement, as well as their preferred way of interacting. In accordance with the "Johari Window" technique [Luft, Joseph (1969) "Of Human Interaction", PaloAlto, CA, National Press] each operator outlines their own and the other person's preferences about work style and communications. Different shaped cards makes it easy to follow the template and use the correct cards in the discussion. Alternatively, the cards may be of the same shape but of different colour.

Individual operators play the type and dimension cards and compare their different perceptions of the relationship, resolving any differences. This produces alignment about the specific responsibilities they have for disclosure, reliable behaviours to build trust, mutual value production, and explicit statements about power sharing. They then play the style and communications cards to learn how each likes to act when in the business relationship. This helps surface issues that may otherwise block effective relationship building. Management can ask specific questions about each of these steps in the game to assess the operator's progress in establishing and maintaining the relationship.

In this specific embodiment there are four types of relationship card 31, 32, 33 and 34 which are schematically indicated in Figure 3. The four card types describe the design and personal attributes involved in business relationships. By displaying these cards 'face up' and the mutual understanding of the relationship they own, the operators are practising disclosure and increasing trust in the relationship - as well as resolving conflicts or misunderstanding that may stand in the way of the business value creation which is the purpose of the relationship. The relationship type cards 31 comprise 7 cards which correspond to the 7 relationship types from which management may select the preferred type of the relationship. Four type dimension cards 32 specify how management wishes the relationship to work and fit within the network of relationships to create business success.

Sixteen preferred communications cards 33 are provided and may be used by each individual operators to tell the other operator how they prefer to communicate and how they see the other's preferences. Further, eight preferred style cards 34 are provided and specify what the operators life and work goals are, as well as how they see the same characteristics in the other person.

Although the invention has been described with reference to particular examples, it will be appreciated by those skilled in the art that the invention may be embodied in many other forms. For example, the tool may not be provided in form of a board game but may be any other means that tool enables the or each operator to outline preferences by selection from predetermined options for establishment or maintenance of the relationship, and thereby provides a structure to guide the or each operator in creating the outline. Examples include suitable computer software. Further, the method may not necessarily comprise the creation of a map of the business network, but instead the business links may be identified by any other means including verbal identification. In addition, the predetermined type of business may not be defined by management, but may be defined by any other body within the business or business network. Further, it will be appreciated that the palette of 7 types of relationships and associated dimensions relate to one specific example only and the preferred type of relationship may be selected from any number of relationships. The relationship types and dimensions as well as the personal preferences from which an operator may make his/her selection, may be selected to suit specific requirements.

Claims

Claims :

1. A method for analysing human relationships in a business network comprising the steps of: - identifying a business link between at least two business units of the business network, the business link being maintained by operators associated with the at least two business units,

2. The method as claimed in claim 1 wherein the step of defining the preferred type of relationship is conducted by business management .

3. The method as claimed in any one of the preceding claims wherein the tool is an interactive game.

4. The method as claimed in claim 3 wherein the interactive game is a board game.

5. The method as claimed in any one of the preceding claims wherein the tool provides a structure to guide at least two operators in creating the outline of their personal preferences .

6. The method as claimed in claim 5 wherein the tool provides a structure to guide the at least two operators in creating an outline of what each operator believes the preferences of each other operator are.

7. The method as claimed in 5 or 6 comprising the additional step of comparing the personal preferences of two or more operators associated with the business link so that possible differences in the personal preferences between the operators can be discovered.

8. The method as claimed in any one of the preceding claims wherein the step of identifying a business link comprises production of a visual image including the business link.

9. The method as claimed in claim 8 wherein the visual image is a map that shows at least a portion of the business network and includes the business link.

10. The method as claimed in any one of the preceding claims wherein the step of defining the preferred type of relationship includes selecting the type of the relationship from a fixed number of predetermined relationships .

11. The method as claimed in any one of the preceding claims wherein at least two of the business units in the business network belong to one business.

12. The method as claimed in any one of the preceding claims wherein at least two of the business units belong to different businesses of the business network that comprises more than one business.

13. The method as claimed in any one of the preceding claims wherein the tool is an interactive game that is arranged such that playing the game by the operators results in a psychological process that is aimed at helping the operators to outline their preferences.

14. A method for analysing human relationships in a business network comprising the steps of:

- defining attributes of a preferred type of relationship between the operators - providing a tool to enable at least one of the operators to create an outline of preferences by selecting from predetermined options related to establishment or maintenance of the preferred type of relationship to at least one other of the operators, and - outlining the preferences wherein the tool provides a structure to guide the at least one operator in creating the outline.

15. A tool arranged to enable an operator of a business link to outline personal preferences relating to a preferred type of relationship, the tool defining a plurality of attributes for the preferred type of relationship, and providing a structure to guide the or each operator in creating the outline

16. The tool as claimed in claim 15 being an interactive game.

17. The tool as claimed in claim 16 wherein the interactive game is an interactive board game.

18. The tool as claimed in any one of claims 15 to 17 being arranged to provide a structure to guide at least two operators in creating the outline of their personal preferences .