From experience: leading dispersed teams

Although management can gain great performance benefit from colocating cross‐functional product development teams, colocation is becoming increasingly difficult to achieve as companies globalize and form alliances. Consequently, this article offers guidance to keep your development team functioning effectively even though it may be dispersed across town or around the world. We aim our suggestions at the team leader, but both team members and managers will find helpful ideas and become sensitive to critical issues. For example, management often underestimates the loss in team performance as the team disperses and incorrectly assumes that communication technologies alone will largely overcome the complications of distance. An effective team depends on open, effective communication, which in turn depends on trust among members. Thus, trust is the foundation, but it is also the very quality that is most difficult to build at a distance. For this reason and for several others that occur in the very front of the project, we suggest that if you can get your team together face‐to‐face at any time during the project, do it at the beginning. You can establish trust while you are planning the project together, writing the product specification, formulating working approaches, and creating communication protocols (for example, how long before an e‐mail must be answered?). Likewise, the most important maintenance activity during the middle of the project is retaining an effective level of trust, which is far easier than having to rebuild trust. In part, you accomplish this by “humanizing” the project: sharing team member biographical information, telling an occasional good‐natured joke, and knowing when a colleague's family member is in the hospital. We also cover communication technologies—which ones to select and why you need a variety of media. Although such technologies are necessary for running a dispersed team, they are not nearly as sufficient as many technology suppliers suggest. Another complication is that differences in culture tend to grow as the team spreads over greater distances, encountering different time zones, languages, ethnic groups, and thus corresponding values. Although such differences place challenges before the team, diversity also offers advantages to those who are sensitive to the facets of culture. Consequently, we break culture down into its components and suggest ways of working with each one. Although we tend to underestimate the complications of working at a distance today, in time, teams will learn the skills needed. In the meantime, the perceptive manager and team leader will pay special attention to building these skills.