In the previous chapter, we talked about the need to understand the political environment in your industry and to position yourself by making the right political connections. In opening game, you should develop the kinds of political connections that are likely to be helpful with any customer you might serve. Now, in early middle game with a customer, it’s crucial to develop the political connections that are most needed with this particular customer. So an important early middle game challenge is to map the political landscape in which this customer operates. Which governmental connections are important? Which agencies? Which regulators? Which elected officials? Which agents, associations, clubs, special interest groups, and other affiliations?
Mapping the political landscape means comprehending the often-hidden sources and lines of influence and communication in the business and social environment in which the customer conducts its affairs. Comprehending this, you work to build connections in the right places. Having those connections gives you the potential to be a high-value-added partner. Where possible, ethical, and appropriate, you can use your knowledge of the political environment to prepare the way for customers, perhaps by helping them understand what needs to be done; by introducing them to the right people; or by using appropriate influence to facilitate the processes of review, oversight, and approval. We are not advocating doing anything illegal or unethical through political influence, but it would be naïve to assert that you should never help your customers. Within legal and ethical bounds, helping customers politically is good business—and it’s how business is done. If you have a better appreciation for the customer’s political environment and have useful connections, you will behaviorally differentiate yourself from your competitors who lack those connections. At the same time, making unethical use of political connections may differentiate you negatively and cost you more than you gained. It’s a slippery slope, so it’s best to differentiate yourself by being ethical and politically savvy at the same time.