19th Annual Conference – Setting Objectives and Understanding the Client’s Business

Understanding the client’s business is not necessarily easy for the contractor and the supply chain—surprisingly, it is sometimes just
as difficult for the client.

No organization, whether client or contractor, should embark on a major project without understanding how the project fits into the
client’s wider business. And the business case for the project must be clear and robust, as much of the uncertainty generated in projects
arises from conflicting views or lack of agreement on objectives, leading to uncertainty and indecision. Remember too that many clients are not good at explaining their business and even those who really know their business find it difficult to articulate it. Yet another problem is understanding the psychology of the client organization and its internal fiefdoms.