PROCESS a four letter word

I think his point is that people need a "problem" before they can understand a solution. A process can be a solution to "How do I deal with this big complicated project?" or parts of a process can be a solution to lower level problems like, "How do I get support from my sponsor?"

Either way, you can help people understand challenges first, then present processes or approaches as ways to help them meet each challenge. For new PMs, leading questions like "what's going to make this successful from John's (your sponsor's) perspective?" can be helpful. You could follow something like that up with, "here's a way to lock that down in case he changes his mind later."

You can do the same thing with team members. For instance leading them to understand that their successful performance can be better defined up front, so they are more likely to get credit for the work they put in. With a little work like that you can show each contributor how it is in their own interest to take a structured approach.
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