Who Becomes Active?
This theory helps explain why some people become active around an issue while others don't.
What is STOPS?
This is anyone who can affect or be affected by an organization.
What is a stakeholder?
What are the THREE attributes used to assess stakeholder priority?
Power, legitimacy and urgency.
Name ONE of the three things that make up the Sweet Spot.
Customer needs, company capabilities, OR growth potential.
You want to know why people are becoming vocal about an issue. Which lens should you use?
STOPS
“Is there actually a problem here?” describes this STOPS concept.
What is problem recognition?
True or False: Every stakeholder automatically becomes an active public.
False.
A stakeholder can significantly influence an organization's decisions. Which attribute is this?
Power.
True or False: The biggest possible customer segment is automatically a company's Sweet Spot.
False.
You need to decide which stakeholder deserves the most organizational attention. Which lens?
Rawlins
“Does this issue affect me personally?” describes this concept.
What is involvement recognition?
A Nike customer buys Nike shoes but doesn't know or care about the Kaepernick controversy. Stakeholder, public, or neither?
Stakeholder
A stakeholder has a valid and appropriate claim involving an organization. Which attribute?
Legitimacy.
A customer segment has strong needs and lots of growth potential, but the company isn't equipped to serve them. Are they in the Sweet Spot?
No.
You need to determine which customer segment the company is best positioned to serve. Which lens?
Sweet Spot
Someone sees a problem and cares about it, but thinks, “There's nothing I can do about this.” Which factor is getting in their way?
What is constraint recognition?
A group of Nike customers begins posting about the campaign, sharing boycott messages, and organizing around the issue. What have they become?
A public
A stakeholder's concern needs immediate attention because waiting could make the situation worse. Which attribute?
Urgency.
Complete the three: customer needs + company capabilities + ________.
Growth potential
A group is extremely vocal online, but another group has greater power, legitimacy and urgency. Does the loudest group automatically get priority?
No.
After seeing a controversial company decision, someone researches it, posts about it, and sends information to friends. STOPS would describe these behaviors as this.
What is communicative action?
Finish the sentence: “All publics are stakeholders, but...”
Not all stakeholders are publics.
Group A has power. Group B has power, legitimacy AND urgency. According to the model, which should generally receive greater priority?
Group B
The most profitable customer is automatically the organization's most important stakeholder. True or False?
False
A company faces criticism online.
Group A: highly vocal and sharing content.
Group B: has power, legitimacy and urgency.
Group C: represents the company's strongest strategic growth opportunity.
Match each group to the lens that best helps us understand why they matter.
Group A → STOPS
Group B → Rawlins
Group C → Sweet Spot