The Question Every Project Team Should Answer

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1、FALL2013VOL.55NO.1TheQuestionEveryProjectTeamShouldAnswerByKarenA.Brown,NancyLeaHyerandRichardEttensonPleasenotethatgrayareasreflectartworkthathasbeenintentionallyremoved.Thesubstantivecontentofthearticleappearsasoriginallypublished.REPRINTNUMBER55119PROJECTMANAGEMENTTheQuestionEveryProjectTeamTHEL

2、EADINGQUESTIONHowcanShouldAnsweraskingwhybeforeyoubeginaprojectManyprojectsfailbecausetheyarelaunchedwithoutaclearlyraiseitsarticulatedreasonwhythey’rebeingpursued.Exploringthechancesofsuccess?fourdimensionsofacompelling“whystatement”canimproveaproject’schancesofsuccess.FINDINGSInmanycorporateBYKA

3、RENA.BROWN,NANCYLEAHYERANDRICHARDETTENSONprojects,teammemberscan’texplainthepointofwhattheyaredoing—andthatincreasesthelikeli-hoodoffailure.CANYOUANDYOURTEAMmembersarticulateinafewshortsentencestheunderlyingWithoutasolid“whystatement,”reasonthatbroughtyourprojectintoexistence?Ifyoucan’t,you’renota

4、lone:Wehaveobservedaprojectteamthatinmanycorporateprojects,teammemberscannotexplainthepointofwhattheyaredoing—canbecomeover-whelmedbyconflictandasaresult,theirprojectsarelikelytofail.andconfusion.Whenaprojectfailstoachieveitsobjective,observersfrequentlychalkituptopolitics,poorplan-Tocraftausefulw

5、hystatement,ningandweakexecution.1Ourexperienceasembeddedobserverswithseveralhundredteamsinidentifywhatthemorethan50organizationshastaughtusthatthesefactorsoftenflowfromaninitialomission.problemis,whereandwhenitoccursWheneverweobserveaprojectteamintrouble—frustrated,ladenwithconflictandstrugglingt

6、oandhowbigitis.deliverresults—weaskmemberstoarticulatewhatcompelledtheirprojectintoexistenceinthefirstplace.Toourcontinuingsurprise,weoftendiscovertheseteamshavenotevendiscussed,letaloneagreedon,whytheyarepursuingtheproject.Notbeingabletoarticulatewhytheprojectisbeingdoneputsitatriskoflosingsuppor

7、tandmomentumanddecreasesitschancesofsuccess.2Thelackofaclearandcompelling“whystatement”leavesaprojectwithablurredfocus,andtheinitiativewithaweakinternalandexternalprojectbrand—thatis,apoororques-tionablereputatio