Simon Sinek’s seminal book, Start With “Why”, emphasizes the significance of having a compelling reason for any endeavor. He argues that a clear “why” inspires focus and clarity—essential ingredients for success. This principle is particularly important in project management, where a lack of a strong rationale can lead to wasted resources and failed objectives.
There are many reasons to initiate projects. The Project Management Body of Knowledge (PMBOK) provides several, such as meeting market opportunities and ensuring compliance with regulations, to name a few. Regardless of the reasons, every project must eventually demonstrate its value to be recognized and appreciated.
Considering that a project is, “a temporary endeavor undertaken to create a unique product, service, or result,” we can infer that projects should generate value by addressing specific needs. A well-defined “why” provides the foundation for this value, inspiring stakeholders and keeping teams aligned, even in the face of uncertainty or change.
One effective way to identify the rationale for a project is through a political, economic, social, technological, environmental, and legal (PESTEL). This framework can help project leaders evaluate the broader context and justify the need for a new initiative.
With respect to political factors, project stakeholders need to be aware of the prevailing government policies that may seek to address or promote particular sectors of the economy over others at a certain time.
Economic factors may be driven by external and internal influences such as aid, foreign direct investment, interest rates, inflation, and. By fostering export generation and diversification, this project aimed to strengthen Malawi’s economy and create sustainable business opportunities.
Social factors, such as demographic trends and literacy levels, may influence the initiation of some projects in so many ways simular to technological developments which enable convenient financial transactions, as an example. Environmental and legal factors such as climate-related challenges necessitate proactive responses too.
The six PESTEL factors frequently intersect, providing a comprehensive framework for defining a project’s “why.” However, it is crucial to recognize that not every potential project deserves execution. As management thinker Peter Drucker aptly put it, “There is nothing quite so useless as doing with great efficiency something that should not be done at all.”
The new definition of project success challenges us to go beyond efficiency and focus on outcomes. Is the project aligned with the organization’s goals? Does it deliver long-term value? Was the effort worth the cost? These questions must guide decision-making.
In today’s dynamic environment, having a compelling “why” also supports agility. By understanding the core motivation behind a project, teams can adapt to changing circumstances without losing sight of the ultimate goal. This clarity fosters resilience and innovation, ensuring that projects deliver meaningful impact.
Ultimately, a project’s success depends on its ability to create value and meet genuine needs. A clearly defined “why” serves as the foundation of this success, motivating both teams and stakeholders.
As PMI’s updated definition reminds us, projects are not just about deliverables—they’re about making a difference. Let’s aim to ensure that every endeavor is worthwhile, yielding outcomes that truly matter.
Without a strong and compelling reason, some projects are best left unstarted or shelved immediately either indefinitely or temporarily. When the “why” is answered, it can easily guide the what, who, where, and how associated with the project.
About HEBO Consult
HEBO Consult is a leading training and consultancy firm specializing in project management and a variety of other disciplines. With operations in Tanzania, Uganda, and Malawi, HEBO Consult serves a wide range of professionals and organizations, helping them to achieve operational excellence and strategic objectives through expert-led training, consultancy and advisory services.
