Project Objective Setting, Second Edition

The process by which objectives are formulated and communicated between owner, designer, and constructor is fundamental to project success. Objectives originate from the owner’s internal organization. All of the objective setting phases are the responsibility of the owner, regardless of how many outside agencies are contracted to aid in the planning, programming, design, and construction of a project. (RS12-1, p. 1)

Three major problem areas exist in the objective-setting environment. (RS12-1, p. 3)

• Conflicting suborganization objectives
• Differing objectives within designer and contractor organizations
• Dissimilar or incompatible objectives in developing a single project strategy

Four critical elements of managing project objectives include: (RS12-1, p. 4)

• An extensive methodology for study and fact-finding
• A method to bring the various suborganizations together
• A method to convey the objectives to responsible parties
• A method to obtain feedback, provide direction or redirection, and measure agreement between parties

This research identified several key mechanisms important for effective communication of objectives, including:(RS12-1, p. 5)

• Primary mechanisms such as project execution plan, written scope of work, contract documents, and others as indicated in the publication to convey a clear, consistent set of objectives and priorities to guide the project execution.
• Reinforcing mechanisms such as incentives, correspondence, weekly meetings, executive level reinforcement, and others as indicated in the publication to provide a framework for a team-oriented approach where the objectives of the owner, designer, and constructor come together.
• In addition, the research identifies several stressing mechanisms that create situations of incompatible objectives such as poorly defined scope of work, inconsistent scope requirements, poorly designed project communication system, lack of proper expertise, a dominant external objective, and lack of project controls.