First Ask Why

An interesting question. Of the three - Why, What, or How - which matters most?

What we do or what our Project will do is important. But, there are many more people or companies who can do the What.

How is more critical. Not everyone on every Project will accomplish things in the same way. Some will do it better by their How.

Why is most important. Why delivers the passion of the Project or the team or the company or the business unit. Why explains the reason behind the What and the How.

Read more provocative thought on this here and in Simon Sinek's book, Start With Why. You can see a video explanation of his concepts at Portfolio Careers.