Sun Tzuand the Art of UX Influence

By Eva Kaniasty@kaniastyINTJ (The Mastermind)

All is fair in love and war.

- Definitely not Sun Tzu

You have to fight to win.

Sun Tzu

• Ancient Chinese General

• 722–481 BC• Wrote Sun Tzu’s Art of

War

Winning

• Strategy• Tactics• Human Behavior• You

• Enemies• Friends• Opportunity

Strategy

Now the general who wins a battle makes many calculations in his temple ere the battle is fought. The general who loses a battle makes but few calculations beforehand. (I-26)

Be calculating.

What do you want?

• I want UX to move to another department

• I want a promotion• I want <X> to stop sabotaging my

projects• I want time for research built into the

release schedule

When do you want it?

• I want it now• 2 months• 6 months• 1 year

Good luck.

All men can see the tactics whereby I conquer, but what none can see is the strategy out of which victory is evolved. (VI-27)

Have a plan.

Thus it is that in war the victorious strategist only seeks battle after the victory has been won, whereas he who is destined to defeat first fights and afterwards looks for victory. (IV-15)

Pick your battles.

Tactics

In all fighting, the direct method may be used for joining battle, but indirect methods will be needed in order to secure victory. (V-5)

- Sun Tzu

Play politics.

Indirect tactics, efficiently applied, are inexhaustible as Heaven and Earth, unending as the flow of rivers and streams; like the sun and moon, they end but to begin anew; like the four seasons, they pass away to return once more. (V-6)

- Sun Tzu

Play politics.

Human Behavior

If soldiers are punished before they have grown attached to you, they will not prove submissive; and, unless submissive, then will be practically useless. If, when the soldiers have become attached to you, punishments are not enforced, they will still be useless. (IX-42)

Bring candy.

Expect something in return.

Remember Maslow

Bestow rewards without regard to rule, issue orders without regard to previous arrangements; and you will be able to handle a whole army as though you had to do with but a single man. (XI-56)

- Sun Tzu

Be flexible.

Be objective.

You

If you know the enemy and know yourself, you need not fear the result of a hundred battles. (III-18)

- Sun Tzu

Predict.

Check your attitude

Are you an optimist?

Evaluate your position

Strengths Weaknesses

Facilitation skills

Public speaking skills

Visible deliverables

Knowledge of development

Process skill

Knowledge of psychology

You are the bridge between disciplines

People don’t know what you do

You’re infringing on others’ turf

UX not seen as “necessary”

Others have conflicting goals

<insert your weakness here>

Your Image

Be stern in the council-chamber, so that you may control the situation. (XI-64)

Project confidence.

Do not swallow bait offered by the enemy. (VII-35)

- Sun Tzu

Control yourself.

Enemies

To begin by bluster, but afterwards to take fright at the enemy's numbers, shows a supreme lack of intelligence. (IX-37)

Win some, lose some.

Code-Centric Developer

Enemy:

Enemy:Genius Designer

Enemy:Clueless Executive

Enemy:Insecure < >

So in war, the way is to avoid what is strong and to strike at what is weak. (VI-30)

How strong is your enemy?

Friends

We cannot enter into alliances until we are acquainted with the designs of our neighbors. (VII-12)

- Sun Tzu

Figure out others’ agendas.

Other People’s GoalsWho Agenda

Executives Show profits

Managers Have everyone do their jobs

Developers Be left alone to code

Project Manager Get things done on time

SEO Marketer Align website content with SEO/SEM goals

Designer Freedom to be creative

SEM Marketer Show ROI/Improve conversion

Hidden Agendas

The enemy's spies who have come to spy on us must be sought out, tempted with bribes, led away and comfortably housed. Thus they will become converted spies and available for our service.

- Sun Tzu

Turn enemies into friends.

The friendly developer

The collaborative designer

The project/product manager

Other assorted allies

Final Advice on Fighting

The quality of decision is like the well-timed swoop of a falcon which enables it to strike and destroy its victim. (V-13)

- Sun Tzu

Timing matters.

While heeding the profit of my counsel, avail yourself also of any helpful circumstances over and beyond the ordinary rules. (I-16)

- Sun Tzu

Luck matters.

To secure ourselves against defeat lies in our own hands, but the opportunity of defeating the enemy is provided by the enemy himself. Thus the good fighter is able to secure himself against defeat, but cannot make certain of defeating the enemy. (IV-2)

- Sun Tzu

Sometimes you can’t win.