The Direction of Influence model helps you classify stakeholders based on their influence on a project. It focuses on the flow of influence within or outside an organization.
This model helps plan communication, engagement, and decision-making strategies. By knowing the direction of a stakeholder’s influence, project teams can address concerns effectively and build stronger relationships, leading to smoother project execution.
Understanding the Direction of Influence Model
The Direction of Influence model divides stakeholders into four categories based on the direction in which their influence flows:
- Upward Influence: Stakeholders who have authority over the project, such as senior managers, executives, or sponsors. They make decisions, approve budgets, and set priorities.
- Downward Influence: Stakeholders who work under the project team, such as employees, contractors, or junior staff. They carry out tasks and directly contribute to project deliverables.
- Outward Influence: External stakeholders, such as customers, suppliers, regulators, or community members. They impact the project from outside the organization through requirements, regulations, or feedback.
- Sideways Influence: Stakeholders who work at the same organizational level as the project team, such as peers, colleagues from other departments, or partner teams. They provide support, share resources, and collaborate on project goals.
Importance of the Direction of Influence Model
The Direction of Influence Model helps you understand how stakeholders can affect a project. It groups stakeholders based on the direction of their influence, such as upward, downward, outward, or sideward.
This model is important because it shows who can impact decisions, resources, or project outcomes. By knowing the direction of influence, you can develop more effective communication and engagement strategies.
For example, upward influence may come from senior management, while downward influence may come from team leaders. Outward influence can come from clients or regulators, and sideward influence can come from peers.
This clarity helps you handle expectations, resolve conflicts, and build stronger relationships, which improves project success.
How to Use the Model
To use the Direction of Influence Model, start by listing all your project stakeholders. Then, find out how each stakeholder influences the project.Â
Classify them into four types:
- Upward: Influence from senior management or sponsors.
- Downward: Influence from people you manage, like team members.
- Outward: Influence from clients, suppliers, or regulators.
- Sideward: Influence from peers or colleagues at the same level.
After classifying, plan how you will work with each group.
For example, keep upward influencers updated on progress, guide downward influencers with clear instructions, involve outward influencers in key decisions, and maintain good collaboration with sideward influencers.
This approach helps you manage relationships effectively and achieve better project results.
Summary
The Direction of Influence Model is a simple but powerful tool for understanding how stakeholders affect a project. It helps classify stakeholders as upward, downward, outward, or sideward influencers. By knowing their influence, project managers can plan better communication, address concerns, and build strong relationships.
This model makes it easier to handle expectations and avoid conflicts. Using it ensures that every stakeholder’s role is clear, which supports teamwork, smooth project progress, and a higher chance of project success.
Further Reading:
I am Mohammad Fahad Usmani, B.E. PMP, PMI-RMP. I have been blogging on project management topics since 2011. To date, thousands of professionals have passed the PMP exam using my resources.
