When is a project's viability typically assessed during the business change lifecycle?

A project's viability is typically assessed during the Implementation stage to ensure that the proposed solutions and changes are effective and deliver the intended benefits. This stage involves evaluating how well the project aligns with the initial objectives and whether the outcomes meet stakeholder expectations. By this time, all the planning and design work has been completed, and there is enough evidence to gauge whether the project is achieving its goals in a real-world environment.

Carrying out viability assessments during implementation allows for adjustments to be made in response to actual performance data. It is a critical moment for assessing whether the investment in the project is justified and if it continues to be viable moving forward. This proactive approach helps identify any issues that could affect project success and allows for corrective actions to be taken swiftly.

In contrast, assessing viability during the brand development stage, after the project is implemented, or during the Design phase would not provide the necessary insights based on actual performance and feedback from implemented changes, making the Implementation stage the most logical timeframe for such assessments.