Defining what it is not

I like to read Seth Godin's blog... it makes me think.

If you are marketing on the web, and have a web redesign project, Seth's post suggest key questions to ask. Most have to do with the objective, and considerations for reaching it.

In his list, there are obvious, but frequently overlook questions. He ends with:

"And finally,

• Does the organization understand that 'everything' is not an option?"

I have seen organizations, with web projects or others, agree on a project objectives. Only, when it is completed, and the objectives are reached, you hear, "Yes, but I thought we would also be able to..."

Sometimes it is as important to define what a project IS NOT, as it is to define what it IS.