Jeff Bezos uses this critical technique at Amazon to ensure clarity of purpose. He makes the team write a press release at the beginning of the project about what will happen at the end of the project. The purpose of the press release is to get the project sponsor to clearly specify the goals of the project that they are considering pursuing. A lack of a clear understanding of why a project is being pursued is often a critical failure of leadership in big project. I’ll give you an example based on the new PAU project that I mentioned yesteday.