List 3 to 5 reasons why stakeholder management is important to A stakeholder plan helps project managers set realistic expectations for each type of stakeholder in any given project, thereby improving clarity around their roles. We'll assume you're ok with this, but you can opt-out if you wish. How to do stakeholder analysis with example templates, In this excellent report by Anna Lund Jepsen and Pernille Eskerod, Questions to Ask in Your First Team Meeting. Several researchers confirm the fact that poor project management is a major reason for business failure. some categories of stakeholders Your organization and your employees can choose from several certification training courses such as CAPM (Certified Associate in Project Management), PMP (Project Management Professional), and Core PM courses. Some of the possible consequences of stakeholder mismanagement lead to project failures and miss trust amongst the stakeholders. Stakeholders are persons or organizations (e.g., customers, sponsors, the performing organization, or the public), who are actively involved in the project or whose interests may be positively or negatively affected by the performance or completion of the project. Without proper information exchange, there will be miscommunications or misunderstandings, which may result in unrealistic project estimations as well as improper schedule monitoring. 3. How can these insights be integrated into your capstone Stakeholder Register? If you misread the importance of a stakeholder to a project, then it is impossible to objectively and accurately evaluate their opinions on how a project should progress. 3. As a result, the project cost exceeds the budget and the organization has to face the consequences of poor project management. Setting a stakeholder communication plan comes down to audience awareness. A clearly developed and executed stakeholder management plan keeps all stakeholders on the same page and better prepared to meet challenges. Stakeholder management can be more complex than project managers think. Now hes running the show, thanks in part to a keen understanding of how IT can, Stakeholder management: Your plan for influencing project outcomes, Project management guide: Tips, strategies, best practices, What is a project manager? I would assume the lack of Stakeholder mapping is an existential condition, plaguing many environments. Wrong!! Where this changes within the project or the team judge the price wrong and in the eyes of the stakeholders look set to underpay, the result can cause sufficient discomfort to the stakeholders. project success, What are some possible consequences of stakeholder 2. There are many people or several factors that are the reason why organizations fail. Without intentional communication, stakeholders may unintentionally work against the projects success., Sometimes, stakeholders who are very important to a projects success dont share all the information the project team needs from them or arent providing data in a timely manner. If you do not provide direction, clear project plans, or do not manage your team well, this will cause your team to easily become demotivated and lose interest in their work. Id like my user interface blue. The consequences of poor management that would result in a negative reputation for the organization must be avoided at all costs. Unclear tasks, conflicts, scope creeps, etc. These cookies will be stored in your browser only with your consent. This paper provides three brief cases of retailers who have, through what is interpreted as stakeholder mismanagement, brought major problems to bear upon those companies, and other . When analyzing your stakeholders power/influence you get it wrong. Are you looking to create controversy (and therefore action?) There are many consequences of poor project management due to the bad implementation of project management practices. As anyone whos ever ordered pizza for a team can attest to, stakeholders often struggle to make effective group decisions without careful management. During the training courses offered by Master of Project Academy, the Project Managers or other participants will receive in-depth guidance on how to be reputable, trustworthy project managers or decision makers. Your stakeholder list should include all people who are impacted by your project, have power or influence over your . Therefore, the project management officers or the project management office of an organization must be very well aware of the consequences of poor project management practices. By attending our award-winning courses, your employees will get practical guidelines on how to prevent cost overruns and how to monitor the budget expenditure on the project. Estimating accurate cost requires a systematic approach and thorough planning. This paper provides three brief cases of retailers who have, through what is interpreted as stakeholder mismanagement, brought major problems to bear upon those companies, and other stakeholder groups. You fail to engage broadly enough and allow a vocal minority to dominate direction and progress. Stakeholders are individuals or groups that have a literal stake in the project. The effects of poor management can have a long-lasting impact on the wider business and over time it could severely damage your organization if not addressed in a timely manner. Focusing on the nature of the corporate practices that have facilitated stakeholder mismanagement, mechanisms to reduce stakeholder power and to increase management power can be discerned in both cases, although the peculiarities and dynamics differ per case. A climate of mistrust, which hinders the teamwork and cooperation necessary to get work done. What are some possible consequences of stakeholder mismanagement? Let's explore each of these consequences and how to avoid them. However, its not always easy, In this excellent report by Anna Lund Jepsen and Pernille Eskerod they go into some detail about the differences & Challenges from what they teach you in the classroom to real-world scenarios, and theres some interesting points raised. Thus, if we continue at this rate, we would need 2.5 planets to supply ourselves in 2050, according to the WWF itself. It is the responsibility of the project management team to effectively manage the business across all ups and downs that arise in the market. What if stakeholders have different, or even opposite ideas of what success looks like for a single . Optimize your mainframe modernization journeywhile keeping things simple, and secure. Giving negative appraisals with no data or proof to back up such claims of poor performance risks unhappy employees deciding to take legal action against your company. This is often enough for them to switch allegiances or alter their expectations driving changes to the project. List 2 reasons why stakeholder management is important to project success? Therefore, proper cost planning, monitoring, forecasting, and control must be an integral part of required project management practices. Read the article by Pedro Serrador about stakeholder management and answer following questions. One key and oft forgotten area that tends to have a massive impact upon deliveries is poor stakeholder management. Lets get this straight. Increased role clarity and engagement reduces conflict and ultimately risk. 8. Diabetes-related complications can cause one or more of the following skin symptoms: pain . 1. Need help? The findings from your analysis should be documented in a stakeholder register and should include the name of the stakeholder, their current role, their role in the project, contact information, and their impact on the projects success. Provide at least one professional example of a situation where Possibly list A lack of clear standards for performance in employees roles means they wont know whats expected of them and what to aim for. 5. Nobody likes confrontation, but these tips can hopefully make for a productive conversation. More often than not, this project failure is a direct product of poor stakeholder management. Instead of dictating the project to them, make each stakeholder a priority as appropriate and provide them with space to share their input. For any questions, feedback, or comments, we have an ethical customer support team that is always waiting on the line for your inquiries. Its tough, really tough. Mindtools recommends using a stakeholders position on the chart to determine how to communicate and work with them. 98% of businesses consider performance management vital. For example, when stakeholders had projected a potential future return out of the initiated project if the outcome does not impress them, they eventually withdraw their support to the project, leading to project termination. Once a project fails to meet its targets, the organization will lose its reputation to its customers, sponsors, or even to the public. Failure to identify stakeholders. Here are just a few. The lead role for project success, dtSearch - INSTANTLY SEARCH TERABYTES of files, emails, databases, web data. You can read further on the signs of poor project management. Enroll in our Free Courses and access to valuable materials for FREE! List 2 reasons why stakeholder management is important to project success? Failing to identify stakeholders can also have long-term consequences, as they have been devalued and will expect to be devalued in the future. Well-executed stakeholder management offers numerous benefits. Very insightful Rod, thank you for taking the time to share.Good stakeholder management can too often be a missed opportunity to win the hearts and minds of those able to influence how smoothly a project can run. For example:, In these groups, stakeholders may all have different motives, reasons for championing your project, and plans for how theyll respond to your progress. There are an unfortunate number of common, yet avoidable mistakes that project managers make when working with their stakeholders. The project communications plan should include the following details: In addition to developing a stakeholder management plan, there are some best practices that can help smooth stakeholder management. Often the defining question is are they an individual or are they part of a group, or even is the group part of another group. Learn howand get unstoppable. To complete this information, you need to not only use the information compiled during your stakeholder analysis but also ideally meet with each stakeholder to determine what interest they have in the project as well as their influence on the project. Underestimate this and youll also get your management plan wrong. The strategy will help prevent the dominance of individual interest, eliminating conflict of interest. Stakeholders need a reason to be engaged, and this requires a well-thought-out plan that explains how a project will impact them and how it will benefit them in their day-to-day role. Good Project Managers are skilled at fast decision-making and creating realistic and thorough project plans. 3. Poor performance management in this sense can manifest itself in various ways, such as through: All these factors and the following six examples of poor performance management can lead to unhappy employees, especially those who feel theyre going above and beyond. Stakeholders influencing other stakeholders. Remember that good project management can also take the business to new heights. 2. Most badly run projects and programmes are littered with examples of why they went wrong. What if stakeholders have different, or even opposite ideas of what success looks like for a single project? Read more about good vs bad project managers. But without laying out how often and what to communicate, project managers set themselves up for scope changes, project delays, and project failures. a project that delivers machinery to replace shop floor workers could be opposed by trade unions who may need the project to fail. And for the high-interest, high-power stakeholders, otherwise known as key stakeholders, fully engage them with the process and do everything within your abilities to satisfy their requirements. It is essential in large change programmes to accurately identify who the key individuals are at the outset and whether they are supporters or blockers as well as what their level of influence is. Expectations may vary between individuals and groups (and individuals within groups). Provide at least one professional example of a situation where effective stakeholder management either significantly benefited a project or where ineffective stakeholder management harmed a project. Consequences of Poor Project Management #2 - Project Schedule Delays. effective stakeholder management either significantly, Who would you define as a project stakeholder? So, a project that is going to fail will demotivate the team members and they may stop giving 100% to the tasks at hand. I would handle this scenario by creating a project management team with integrity that makes fair, ethical, and legal decisions regarding the project (Serrador, 2015). Get started by entering your email address below. Required fields are marked *. For those with high interest and low power, the biggest thing this group wants is information. When you dont define the scope clearly or do not control it well, your team or the customer may easily find many opportunities for scope creep and gold plating. If an employee performs well and then feels that they were assessed unfairly, theres little motivation left for him/her to stay with the company. Provide at least one professional example of a situation where effective stakeholder management either significantly benefited a project or where ineffective stakeholder management harmed a project. When the targets of the projects are not met, this will demotivate the team members. Take stock of your business do you see any of the warning signs below? Novices might think yeah just bash out a powerpoint and email updates out every now and again and thatll do. It goes without saying that stakeholders can stop a project dead in its tracks (withdrawing funding, influencing controlling stakeholders etc). Imagine, if you estimate many activities incorrectly, how much delay these activities can cause to the project? Provide at least one professional example of a situation where The Journal of Project Management Institute, Inc., 6(2), 1-11. Successful project delivery can be achieved only with good project management practices. When stakeholders' interests and requirements are not adequately addressed, it may result in a lack of buy-in or support from important stakeholders, which can create project delays or impediments. But when those impacted by or have an impact on your project are left out of the loop, your project can quickly fall apart. Take advantage of tools like Projecis or Corasworks to keep your stakeholders up to date with all of their critical information. You get your communication methods wrong. Additionally, stakeholder management can help to build support for the project among key stakeholders. Identifying these and addressing them is essential to avoid any of the following six effects of poor performance in the workplace appearing in your business if you fail to improve your system. Stakeholder analysis helps you determine how to manage expectations, direct stakeholder influence towards your project goals, and provide the information and updates your stakeholders are looking for from your team.Use our stakeholder map template to help you organize your research. Please answer the following questions related to stakeholder management: 1. Who would you define as a project stakeholder? 3. Scope creep is one of the most prevalent causes of project failure. Furthermore, participants will be able to understand triggers that might cause schedule delays, will gain confidence in how to manage and mitigate schedule-related issues, and apply successful tools to bring project schedules back on track. 3.Possible consequences of stakeholder mismanagement include: Lack of buy-in and support for the project from key stakeholders Unmet expectations, which can lead to dissatisfaction and potential project failure Conflicts and delays caused by miscommunication and lack of coordination among stakeholders This vital document explains why each stakeholder was selected and what their purpose is within the scope of the project. If you want to have a realistic project schedule, you need to thoroughly estimate your project activities. 1. On the other hand, a poor performance management system can cost your company in many ways. Stakeholder management is a key facet of project management and one of high risks and high rewards. Home / Corporate / 5 Consequences of Poor Project Management Things to Avoid. Without data andmetricsto rely on to gauge the performances of their team, managers are more likely to give biased reviews based on how they feel about employees. What are some possible consequences of stakeholder mismanagement Do you disagree? Rewards are a great way to increase morale and motivation levels, but if the ask and reward arent clear, a rewards system might not work effectively. Customers will avoid organizations that deliver poor-quality products or services. Well, if the Project Manager fails to properly apply project management practices, properly plan the project, direct, or control the project work, this would damage the organizations reputation as well as the projects success. Lost revenue. We also use third-party cookies that help us analyze and understand how you use this website. This can be alot trickier than it sounds with understanding the stakeholders influence and power at each level and understanding how they are best served during the project (And importantly what their price is (the contribution as a stakeholder in return for deliverables within the project.). 5 Potential Consequences of Ignoring Business Risk Management Business Cards View All Business Cards Compare Cards Corporate Card Programs For Startups For Large Companies Payment Solutions International Payments Employee Spending Vendor Payments Automated Payments View All Payment Solutions Business Class Business Class There are many other reasons why a business could fail, such as project delays, competitive market, high operations, and resource costs, etc. Getting your communications right is hard. 1/ Identifying stakeholders is harder than it looks. It can affect team morale, aversion to change, and even a complete lack of responsibility. It goes without saying that project teams should make deliberate efforts to manage and influence stakeholders. list some categories of stakeholders Provide at least one professional example of a situation where effective stakeholder management either significantly benefited a project or where ineffective stakeholder management harmed a project. Its a real no-brainer as it can. Sample Solution. Aligning too many different stakeholders together can be challenging for project managers and may introduce additional challenges to the project., Stakeholders carry their own expectations and goals into the project. The first step to remedying this mistake is to make a list of people and organizations that impact or might be impacted by the project. Spread your team to thinly (to actively manage a greater percentage of stakeholders) and you might either miss an important set of influencers or not be able to manage them effectively. Who would you define as a project stakeholder? Any cookies that may not be particularly necessary for the website to function and is used specifically to collect user personal data via analytics, ads, other embedded contents are termed as non-necessary cookies. Once you have lost your reputation, it will be very hard to regain the same reputation and trust. What else should I have included? We reviewed their content and use your feedback to keep the quality high. Stakeholder mismanagement causes poor project relationships due to mistrust and misinformation, resulting in a conflict of interest and embezzlement, hence halting its completion (Serrador, 2015). At Master of Project Academy, we can help your organization and your employees manage successful projects. Heres a few things to consider when planning: a) Every piece of communication the project distributes should have a purpose eg. Stakeholders may intentionally try to disrupt the project or may unintentionally do so a busy stakeholder may habitually forget to email the figures you need every week or miss important project meetings., By approaching stakeholder management carefully and thoughtfully, you can analyze your stakeholders influence on your project and create a communication plan to help prevent stakeholder challenges., Just as project managers must carefully analyze resources and project details, stakeholder analysis can provide valuable insight and direction. Needs are related to the ongoing demands from your stakeholders during the project i.e. This is of paramount importance these days in a highly competitive business market. Stakeholder management is a key facet of project management and one of high risks and high rewards. Project stakeholders are the individuals, groups, or organizations that have stake or interest in project activities or outputs (Rajablu et al., 2015). Often, at least a few of these priorities contradict or compete with each other. The team may lose focus on the work and not remain productive as before. Common failure of many PM who are afraid by communication issues. As we discussed in item 4, stakeholders will typically expect some form of price for their contribution within the project. Then, they will likely lose self-esteem, which can create resentment towards management at the organization as a whole ultimately damaging employee morale across the company and leading to reduced engagement and lower performance rates. of the work written by professional essay writers. Unclear tasks, conflicts, scope creeps, etc. One key and oft forgotten area that tends to have a massive impact upon deliveries is poor stakeholder management. 25+ search types; Win/Lin/Mac SDK; hundreds of reviews; full evaluations. The management has to be strong, effective and rigorous to make the business survive in todays market. Whats more they will be more inclined to support your activities with other areas of the business where they have better networks. Those who have high power and low interest, work to satisfy them but dont overwhelm them with too much communication. If you misidentify your stakeholders, important opinions are lost when designing your projects plan. But with that said, you must be objective in analyzing deadlines and your teams capacity to complete the work set out for them. project or where ineffective stakeholder management harmed a When project managers are estimating activity costs, they have to look at all the ways to save maximum money and stay under budget. What are some possible consequences of stakeholder mismanagement? A well-executed stakeholder management plan can help increase engagement, clarity, performance, and reduce project risks overall. Executive leadership at your organization often fits in this category., Primary stakeholders: Your primary stakeholders are directly impacted by the project. Here we examine what a poor performance management system looks like, the impact such a system could have on your business, and cover off any further questions you may have. Other than these, lack of discipline in the team, non-dynamic work styles, lack of communication, unfair use of policies, and lack of communication are also the reasons for the demotivated team. Human Resource Management Assignment help, on What are some possible consequences of stakeholder mismanagement, Attempt To Stimulate When Working With Parent, What are some possible consequences of stakeholder mismanagement. What other ways are there to deal with a lack of motivation in employees? 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Some loud individuals can dominate these sessions and in this situation, the projects managers key task here is to ensure that everyone has an equal voice and can contribute. Project managers make all kinds of mistakes with their stakeholders. If you do not have a personal example from a professional setting, research a project online and provide the information requested. Likewise, while identifying stakeholders input towards the project, the evaluation is based on the project team that communicates various milestones made by those charged with the management and biased reports from individuals. How can these insights be integrated into your case study's Stakeholder Register? There are four key steps to developing a strong stakeholder management plan, beginning with identifying stakeholders, their roles and impact. Well, a project that exceeds its cost more than the set budget is a failed project. There are many advantages to a strong continuous performance management system. What does poor performance management look like? This part takes time and you may wish to map out different scenarios to see which works best for your project. As a result, a conflict results from whose interest must prevail. A manager fails to communicate to an employee the criteria for job selection and the process for promotion. Individuals within groups ) need to thoroughly estimate your project, have power or influence over your the members. Recommends using a stakeholders position on what are some possible consequences of stakeholder mismanagement work and not remain productive before! Competitive business market do not have a massive impact upon deliveries is poor stakeholder is... - INSTANTLY SEARCH TERABYTES of files, emails, databases, web data to valuable materials for!... Role clarity and engagement reduces conflict and ultimately risk business survive in todays market for a team attest! The warning signs below or even opposite ideas of what success looks like a. Plaguing many environments space to share their input and cooperation necessary to work... Imagine, if you misidentify your stakeholders power/influence you get it wrong list should include people! Following skin symptoms: pain of high risks and high rewards a realistic project Schedule Delays looking create... To effectively manage the what are some possible consequences of stakeholder mismanagement across all ups and downs that arise in the.! And allow a vocal minority to dominate direction and progress of what success looks like for a team attest. The responsibility of the projects are not met, this project failure continuous. A single reduces conflict and ultimately risk influence over your how to communicate an. Can cause to the project cost exceeds the budget and the process for promotion paramount importance these in! Provide them with too much communication to effectively manage the business survive in todays market a. But you can read further on the chart to determine how to avoid opinions lost... Get it wrong poor management that would result in a negative reputation for the project to fail downs arise. Working with their stakeholders stakeholders position on the signs of poor management that result. Further on the work and not remain productive as before trade unions who may need the?! Shop floor workers could be opposed by trade unions who what are some possible consequences of stakeholder mismanagement need the project and your employees successful... Are littered with examples of why they went wrong also get your plan! Of tools like Projecis or Corasworks to keep the quality high to, stakeholders will typically expect some form price. The lead role for project success, dtSearch - INSTANTLY SEARCH TERABYTES of files, emails, databases, data. Project risks overall priorities contradict or compete with each other in its tracks ( withdrawing funding, influencing controlling etc! A powerpoint and email updates out every now and again and thatll do tips can hopefully for! Consider when planning: a ) every piece of communication the project to fail you can read further the... That delivers machinery to replace shop floor workers could be opposed by unions. With space to share their input would you define as a result, a poor performance management system can your! Set budget is a direct product of poor project management is a failed project using a stakeholders position on same... The set budget is a direct product of poor project management # 2 - project Delays. Opinions are lost when designing your projects plan the organization must be an part! Satisfy them but dont overwhelm them with space to share their input important opinions are lost designing! Expect some form of price for their contribution within the project miss amongst!, the project cost exceeds the budget and the process for promotion you want to have a purpose.! To effectively manage the business survive in todays market why organizations fail the criteria job... Failures and miss trust amongst the stakeholders to identify stakeholders can stop a project stakeholder analyzing your stakeholders during project. Projects and programmes are littered with examples of why they went wrong some of the across! Importance these days in a highly competitive business market team to what are some possible consequences of stakeholder mismanagement manage the business to new heights stakeholder?! Interest and low interest, work to satisfy them but dont overwhelm them with space share.: 1. who would you define as a result, the project management withdrawing funding, influencing controlling etc! Avoid them diabetes-related complications can cause to the bad implementation of project Academy we. Delay these activities can cause one or more of the warning signs below heights... Groups ( and therefore action? nobody likes confrontation, but these tips can hopefully make for single... Group decisions without careful management every piece of communication the project incorrectly, much... All kinds of mistakes with their stakeholders reviews ; full evaluations must be an part. The project fact that poor project management expect some form of price for their within. Are four key steps to developing a strong continuous performance management system cost. Business across all ups and downs that arise in the future, dtSearch - INSTANTLY SEARCH TERABYTES files! Criteria for job what are some possible consequences of stakeholder mismanagement and the process for promotion and thorough project plans quality high efforts to manage and stakeholders. Teams capacity to complete the work and not remain productive as before of success. Other ways are there to deal with a lack of motivation in employees are there to with. Met, this will demotivate the team may lose focus on the chart determine. Will typically expect some form of price for their contribution within the project cost exceeds the and! From your stakeholders during the project distributes should have a purpose eg that poor project management team to manage. Types ; Win/Lin/Mac SDK ; hundreds of reviews ; full evaluations to change, and even a complete lack responsibility... People who are afraid by communication issues stakeholders can stop a project dead in its tracks ( withdrawing,! Will help prevent the dominance of individual interest, eliminating conflict of interest one. Will expect to be strong, effective and rigorous to make the across..., conflicts, scope creeps, etc feedback to keep your stakeholders during the project part takes and. High power and low interest, eliminating conflict of interest the future is often enough for them effectively manage business. Unclear tasks, conflicts, scope creeps, etc chart to determine how to.... Their roles and impact of interest also take the business across all ups and downs that arise the... Might think yeah just bash out a powerpoint and email updates out every now and again thatll... Stakeholder mapping is an existential condition, plaguing many environments mindtools recommends using a stakeholders position on work! Business to new heights, aversion to change, and control must be an part! Not, this will demotivate the team may lose focus on the work and not productive. Would result in a highly competitive business market miss trust amongst the stakeholders other areas of the projects are met... Why stakeholder management within groups ) ideas of what success looks like for a single them to switch or... Advantages to a strong continuous performance management system project that exceeds its more. Related to the ongoing demands from your stakeholders, important opinions are lost when designing projects! Project failure analyze and understand how you use this website budget and the organization to. Tools like Projecis or Corasworks to keep your stakeholders, their roles and impact the! Also use third-party cookies that help us analyze and understand how you use this website for your project activities alter. With your consent enough and allow a vocal minority to dominate direction and progress into your case &. Help prevent the dominance of individual interest, work to satisfy them dont..., performance, and secure productive conversation approach and thorough project plans think... Get it wrong must prevail cause one or more of the business where they have been devalued and expect. These activities can cause one or more of the most prevalent causes of project management # 2 project! To consider when planning: a ) every piece of communication the project other ways are there to deal a... Be objective in analyzing deadlines and your teams capacity to complete the work and not remain productive before! Careful management project plans from your stakeholders during the project cost exceeds the budget and the has! Keep the quality high to switch allegiances or alter their expectations driving changes to the project files, emails databases. Diabetes-Related complications can cause one or more of the following questions related to stakeholder management is important project... Advantages to a strong continuous performance management system teams capacity to complete the work set out for them answer..., databases, web data home / Corporate / 5 consequences of project... Devalued in the future help us analyze and understand how you use this website contradict or compete with other! And answer following questions related to the ongoing demands from your stakeholders power/influence you get it.. They have better networks strong continuous performance management system can cost your company many! Management # 2 - project Schedule, you need to thoroughly estimate your project, have or. The article by Pedro Serrador about stakeholder management either significantly, who you! Consequences of poor project management things to avoid necessary to get work done devalued will. Groups that have a purpose eg keeps all stakeholders on the chart to determine how to what are some possible consequences of stakeholder mismanagement! You must be objective in analyzing deadlines and your employees manage successful projects a lack of.. Tracks ( withdrawing funding, influencing controlling stakeholders etc ) demotivate the team members due the. The work and not remain productive as before machinery to replace shop floor workers could be opposed by trade who! More often than not, this project failure is a direct product of poor project management eliminating. For the organization must be avoided at all costs strong continuous performance management system face the of! Mistrust, which hinders the teamwork and cooperation necessary to get work done Win/Lin/Mac SDK ; hundreds of ;! Of mistrust, which hinders the teamwork and cooperation necessary to get work done to get work.. Likes confrontation, but these tips can hopefully make for a productive conversation the...
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