When companies embark on a large new project with a significant people dependency for success, preparation is key. In our interaction with clients, the very first thing we ask is why this project is so important. Clients frequently express a mix of benefits, project objectives, and outcomes. However, projects aren’t initiated for the sake of doing project management. There is a higher goal: the “why”.

Many companies struggle with articulating the why behind their project. The why is a significant factor of your chances for success, because implementing change starts with understanding why the change is necessary. And simply communicating your project’s objectives is not going to cut it.

While it is tempting to just start executing your project, guiding the organization through a transformation project necessitates clear communication and the right message. The crux is to understand the connection between your project objectives and company gains, and to articulate both to the audience you’re affecting with the change you’re leading.

Company benefits or gains represent the ‘why’ of the project. This is the change narrative. Articulating the project objectives explains the project’s contribution to those company benefits and how it aligns with the company’s overall strategy.

Project objectives are actually the means to bridge the current condition with the desired future state on an organizational level. In instances of a very big ambition, the project objectives can be milestones to achieve a bigger result. Meaning, objectives themselves are never the end goal. The end goal is the desired future status for the organization, such as increased customer satisfaction, better margins, improved profitability, beating the competition, or growth ambitions.

Keep in mind that people always perceive any initiative within a broader picture, among other things, to decide whether it’s important. And to get their buy-in to adopt the changes, they need to understand why the project is important to them on an individual level, as well as to the organization as a whole.

From a change management perspective, the distinction between purpose and objectives is not only important to drive your change, but also for emphasizing the long-term organizational benefits gained by sustaining the change beyond the project's completion. This understanding is crucial for ensuring that the desired outcomes continue to be realized over time.

“If you want to build a ship, don’t drum up people to collect wood and assign them tasks and work, but rather teach them to long for the endless immensity of the sea.“ — Antoine de Saint-Exupery

Not sure if you have the best messaging for your project? Our change consultants will help you define a compelling why or provide feedback how to sharpen your current messaging for success.

Learn more about our Change Management services or contact your Account Manager or Impact Manager for more information.