Why “WHY” is so important: Project management workshop with experts from Česká spořitelna
The Department of International Business is pleased to share that on April 23, 2026, an interactive workshop by Petr Mašek and Lenka Bury from Česká spořitelna a.s. on the topic Why the “Why” Really Matters or Projects Start Sooner Than You Think and Finishing Them Is Just the Beginning was held at the Faculty of International Relations of the Prague University of Economics and Business as part of the International Entrepreneurship course.
The workshop focused on a modern concept of project management, which goes beyond the traditional emphasis on time, budget and scope of the project. Its main goal was to show students that the real success of a project does not lie only in its completion, but above all in whether it fulfils its original purpose and brings 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 also followed by the Kellogg Logic Model, which connects the individual phases of project management from inputs and activities to outputs and behavioural change to long-term social impact. Using examples of projects focused on financial literacy, supporting a healthy lifestyle or employment, it was possible to clearly observe how specific activities become long-term systemic change.
The core part of the program was a team activity called HELP A GOVERNMENT IN THE AGE OF AI. Students were divided into groups and their task was to propose a change initiative for the 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 behavior and long-term impact on the functioning of the state. The result was a visual presentation of the proposal, which was to be understandable, clear and focused on real social benefit.
The workshop showed the students that a quality project does not begin with a plan or budget, but with a correctly posed question: Why are we doing this? The ability to formulate the meaning of the project and communicate it proves to be key 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 nad Business. In addition to workshops and lectures for students, the cooperation includes support for important school events, Česká spořitelna’s participation in the ŠANCE career fairs, Banking Profession Days and other events, development of student activities and support for science and research.
Many thanks to all who made the event happen, including our colleague Dr Sadílek for all the organisation.
