The customers who do not know what they want

What is this about and why is it important?

Two core assumptions underlie traditional project management approaches: the project customers know what they want, and they can define this. In reality, customers rarely know precisely what they want, and even when they do they often struggle to define it clearly and comprehensively to a project team. And yet how can a project be delivered if the customer cannot describe their requirements?

There are various techniques for determining customer needs. It is important that the right technique is used in the right situation.


  • To develop a clear and relevant understanding of the customers’ wants
  • To select the most appropriate project management ...

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