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Projects fail. Some say 40%% of all IT projects fail, some say 70%%. And it has been that way for years. Each project fails for its own reasons but they all share one thing in common: the Project Model. Could it be the project model itself which creates failure? In this tour de force Allan Kelly explains why the project model is a poor fit for managing software development. Working from industry recognized definitions of projects he describes how the model deviates from reality then goes on to discuss: - Why focusing on time, scope, and cost damages software, creates goal displacement and reduces quality. - How projects miss the bigger picture. - Why maximizing value demands work across projects. - When debt is good and how projects increase technical debt to the detriment of value delivery. Projects end. Successful software continues. Twenty-first century digital businesses want to continue and grow.