Why “WHY” is so important: Project management workshop with experts from Česká spořitelna

The workshop focused on a modern concept of project management, which goes beyond the traditional emphasis on time, budget, and project scope. Its main goal was to show students that the real success of a project lies not only in its completion, but above all in whether it fulfils its original purpose and delivers the intended impact.

The first part of the workshop offered a theoretical foundation built on the Golden Circle concept by Simon Sinek, which emphasises the importance of the question “WHY” – that is, why the project is being created, what its purpose, values, and long-term benefits are. This approach was further complemented by the Kellogg Logic Model, which connects the individual phases of project management from inputs and activities through outputs and behavioural change to long-term social impact. Using examples of projects focused on financial literacy, healthy lifestyles, and employment support, students could clearly observe how specific activities can lead to long-term systemic change.

The core part of the programme was a team activity called HELP A GOVERNMENT IN THE AGE OF AI. Students were divided into groups and tasked with proposing a change initiative for a government in 2030 that would respond to mass structural unemployment caused by the development of artificial intelligence. Each team had to formulate not only the solution itself, but above all its “WHY”, available resources, specific outputs, expected changes in social behaviour, and long-term impact on the functioning of the state. The outcome was a visual presentation of the proposal, designed to be clear, understandable, and focused on real social benefit.

The workshop showed students that a quality project does not begin with a plan or budget, but with the right question: Why are we doing this? The ability to define and communicate the purpose of a project proves to be essential not only in project management, but also in leadership, strategic decision-making, and change management.

Česká spořitelna a.s. is a long-standing General Partner of the Prague University of Economics and Business. In addition to workshops and lectures for students, the cooperation includes support for important university events, Česká spořitelna’s participation in the ŠANCE career fairs, Banking Profession Days, and other events, as well as the development of student activities and support for science and research.

We would like to thank everyone who contributed to the organisation and implementation of the workshop, especially our colleague Ing. Mgr. Tomáš Sadílek, Ph.D. for his coordination and organisational support of the event.