At yesterdays meeting we decided it would be a huge advantage to have senior management at our next workshop. I knew there was some tension (“chest beating”) going on so I structured an email that promoted them equally in the eyes of the business. One was the CIO of our company and the other ran the largest division. By asking them to open the next workshop on Master Data Management we could all learn the importance of the data (IT) and the importance of information (Business). The email worked and whilst they had to commit in the eyes of the business I can now work with them to add meaning to our upcoming workshop. This is also an opportunity for me to bring them closer together by building a “collective intent”