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© Copyright 2007
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Project ObjectivesIt is the project objectives which perhaps more than anything else “defines” a project and makes it concrete - what is the project there to achieve and by when? The difficulty is often that everyone involved or affected by it has their own ideas and interpretation of what they are, and even when agreement has been reached, as time moves on the ideas and interpretations diverge again. Traditional project management defines project objectives in terms of three elements:
The balance between the three then set the "tone" of the project - where the priorities lay when decisions had to be made. This approach brought great benefits in terms of clarity and definition but there was a danger of project becoming too internally focussed - focussing too much on "outputs" and too little on "outcomes". Current practice has moved to include "customer satisfaction" as a partial remedy to this. However, organisational and policy projects are more complex and the project objectives need to be specified on a broader scale. In particular, the project needs to be defined to take account of the requirements/desires of the key stakeholders - those with a vested interest in the outcomes of the project. For these projects we suggest the following two-stage process:
We find this approach provides the best balance between on the one hand taking account conflicting requirements and on the other having a clear project focus. It needs to be done during the initial scoping study (perhaps updated later) and is best done with the project team, possibly supplemented by key stakeholder representatives. This not only creates a better mission statement but is also excellent team-building. The resulting project mission statement then provides an excellent basis for the project scoping report and for discussions/negotiations with the Project Sponsor and possibly certain key stakeholders.
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