The value of communicative skills for developing an energy strategy

A case study is presented of how a public-sector client organization engaged with a political directive on energy efficiency in buildings. The value of communication skills of built environment professionals is explored during a strategic change process. An interpretative approach is used to study the organizational discussions and interactions between mainly a senior engineer (an energy expert), the management team and officials. It demonstrates how the political directive led to an initially ambiguous energy target, but was successfully framed, contextualized and anchored within the organization. This change process was shaped by key actors' ability to influence others. Use of discursive competence is important for explaining what stakeholders may gain from the changes needed to meet the energy target. The focus on the role of a senior engineer (middle management rather than top management) provides a novel perspective on how strategies develop and are adopted in organizations.