What Executive Teams Need to Hear Before Starting a Project

Too many initiatives fail not because the strategy was wrong, but because leadership entered the project with assumptions instead of clarity. Executives don’t need more data—they need sharper truths. Before any project begins, leadership must hear what conditions must be in place, what risks must be acknowledged, and what commitments must be non-negotiable. Setting these expectations early is what separates organizations that deliver predictable results from those that repeatedly fight fires and wonder why.

Define Success—Precisely, Not Aspirationally

Executives must insist on measurable success criteria before kickoff. “On time and on budget” is not a strategy—it’s a hope. A project should launch only after leadership can articulate exactly what success looks like to customers, stakeholders, and the organization. If success cannot be described in one sentence, the project is not ready.

Resourcing Is a Decision, Not an Afterthought

If leadership wants execution excellence, they must provide the resources to support it. That includes people, time, access to decision-makers, and freedom from conflicting priorities. A project charter is meaningless if teams are asked to deliver full-scale outcomes with part-time availability. Executives need to hear—and accept—that resource starvation is a choice that guarantees delays.

Prioritization Must Be Real, Not Political

Executive teams must align on what matters most and defend those priorities relentlessly. When everything is “critical,” nothing is. Projects succeed when leaders protect focus, eliminate noise, and give teams the clarity to say no to distractions masquerading as opportunities.

Risk Avoidance Is Not Risk Management

Executives must discuss risks openly—not buried in slide decks, not glossed over to maintain momentum. Real risk management requires candor: what could break, what dependencies could slip, where decision bottlenecks live, and what will be done when issues emerge. Silence guarantees surprises.