Brand U Work in the Disruption Economy

Brand U Teams

The formation of a Brand U team involves both process and product. The process of team building includes chartering the team, selecting team members, building consensus, negotiating team rules, resolving conflicts, encouraging involvement, ensuring fairness, monitoring progress, providing direction, and reinforcing progress. The product of a team is its deliverables, its results. The team may have to solve an intractable problem, implement systems, or gain ISO 9000 registration. The list goes on. Bottom line: the team has a measurable, deliverable objective.

Only a few people may report directly to the project manager who may have no formal position power or authority. This person leads through influence and example. This person knows how to negotiate, resolve conflicts, create coalitions, understand/satisfy individual needs, and be the consummate political player.

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