4. Stakeholders, Targets and Influentials
Stakeholders are those individuals or groups who may have an interest in the change one envisages. Stakeholders may contribute, in any way, through support, opposition, or inaction to an issue or cause being pursued. Stakeholders may be classified into beneficiaries, allies, opponents and decision-makers.
Targets are the key individuals who are in a position to bring about the envisaged positive change. They can categorized into primary targets or those who have direct authority or voice in making a decision, and secondary targets or those who may exert influence over the primary targets.
Influentials or Allies are those people who have influence over the targets. They are those who can help achieve the realization of the goal.