Collective focus on project outcomes is pretty critical to project success, and setting objectives allows us to achieve collective focus, so we set them. That is, we should set them.

When you're planning to implement a new piece of software, prioritising your requirements is really important because a) it helps you focus on the things that matter most and b) it makes selecting the right product way less of a crap shoot.

Why take on projects involving multiple organisations, where communications are exponentially more complex and difficult to manage? Because when we collaborate we can create more value.