Too often, we evaluate and prioritize projects based solely on the business case.
Author of the Harvard Business Review Project Management Handbook, Antonio Nieto-Rodriguez, writes about the importance of having a purpose for a project citing that when evaluating and prioritizing projects, looking at the business case alone is not enough. He further notes that knowing the project's purpose positions it toward the organization's goals. The Marshall Goldsmith coach member then suggests a simple straightforward method to uncover a project purpose.