If you’re attempting a transformative effort in an organization, you need to have the people in charge involved and on your side. It’s not enough to define a new direction; if the people at the helm don’t care to turn the ship, it will be both a missed opportunity and a waste of time for you.

Identifying who’s in charge is the first step. You can start by looking at titles but remember that even the CEO has someone they report to. Don’t assume; ask: “whose approval do we need to ship this?” and “how can we get them involved?”