The project selected needs to be at the top of news organization’s agenda. The project undertaken is at the heart of what matters to the news organization. In effect, the project selected is the participant’s work.

The hard work of performance-driven change cannot be accomplished if the results are ‘nice to have’ instead of a "must have." Because the challenges will be "must haves," there really is no extra work. The time it takes to accomplish success will depend on the nature of the challenge – but in all cases it should will be time that the participant should be spending anyway.