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The Question Every Project Team Should Answer by Karen A. Brown, Nancy Lea Hyer, Richard Ettenson

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The Question Every Project Team Should Answer

Many projects fail because they are launched without a clearly articulated reason why they’re being pursued. Exploring the four dimensions of a compelling “why statement” can improve a project’s chances of success.

BY KAREN A. BROWN, NANCY LEA HYER AND RICHARD ETTENSON

CAN YOU AND YOUR TEAM members articulate in a few short sentences the underlying reason that brought your project into existence? If you can’t, you’re not alone: We have observed that in many corporate projects, team members cannot explain the point of what they are doing —mdash; and as a result, their projects are likely to fail.

When a project fails to achieve its objective, observers frequently chalk it up to politics, poor planning ...

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