ABSTRACT
In this chapter, we focus on the first, and arguably most consequential, elements of The OUtCoMES Cycle: Objectives. We distinguish between Managerial Objectives of the form that can be as easily discussed in the boardroom as with customers, from their Analytical Counterparts that drive the evidence-development process within project teams. We further delineate Fundamental and Means Objectives. Given the challenge of identifying what might be deemed ‘the best’ Objectives at the fuzzy front end of many projects, we outline an assessment approach for evaluating the viability of any set of alternative (Candidate) Objectives; An approach that can be reused in the reconsideration of alternative Candidate Objectives as evidence becomes more available.
