INTERNATIONAL JOURNAL OF

PROJECT
MANAGEMENT
International Journal of Project Management 23 (2005) 575583
www.elsevier.com/locate/ijproman

A memetic paradigm of project management

Stephen Jonathan Whitty

School of Information Technology and Electrical Engineering, The University of Queensland, Brisbane, Australia
Received 10 September 2004; received in revised form 8 March 2005; accepted 10 June 2005

Abstract
This paper aims to fuel the discussion on examining project management research from dierent perspectives. A new memetic
approach to project management is presented that promotes a new way to examine the discipline of project management. Project
management is claimed to be a memeplex with the language and stories of its scholars and practitioners at its core; shaping and
restricting human behaviour, and creating impoverished mental models of project management. The paper suggests that a new
memetic approach to project management will help lift restrictions imposed by the traditional research approach, and enrich our
mental maps of project management to serve us better.
2005 Elsevier Ltd and IPMA. All rights reserved.
Keywords: Memetics; Project management research

1. Introduction
Despite decades of research and experience, project
management (PM) still fails to live up to the expectations
of stakeholders as they continue to be disappointed by
project results [13]. Soderland [4] and others [5,6] argue
that a possible cause for poor project results is that scholars and practitioners still do not really understand the nature of projects, and that too much research eort has been
directed towards clarifying the reasons for project success
and failure, while downplaying research on why projects
exist and behave as they do. Moreover, Soderland [4] suggests that to highlight the weaknesses of current PM research we should be pursuing questions such as; Why
do project organisations exist, why do they dier, and
how do they behave? What is the function of, or value
added by, the PM unit? However, these questions still presuppose that we understand what a project is, and what
the management of one means.
*

Tel.: +61 7 3365 9797; fax: +61 7 3365 4999.

E-mail address: [email protected].
URL: http://www.itee.uq.edu.au/~jonw.

0263-7863/$30.00 2005 Elsevier Ltd and IPMA. All rights reserved.

doi:10.1016/j.ijproman.2005.06.005

I believe we will not nd answers to these questions or

further our understanding of projects and their management by using our current research approach to PM
[7,8]. I suggest a new memetic approach is required.
One that requires us to consider that most of what we
call a project and what it is to manage one is an illusion;
a human construct about a collection of feelings, expectations [9], and sensations, cleverly conjured up, fashioned, and conveniently labelled by the human brain.
Moreover, it requires us to consider that our reasons
for using projects and PM are not consciously driven
to maximise prot. Scholars and practitioners will be
required to consider PM as naturally occurring, selfserving, evolving and designing organisations for its
own purpose. Abandoning our current PM knowledge
will not be required; however a memetic approach will
compel us to examine it, redirecting our attention to previously hidden aspects of PM enquiry. Rather than posing questions such as why do project organisations
exist, we can ask, what are we able to see, think, or
talk about if we conceive PM in a memetic way?
Throughout this paper I refer to a traditional
approach to PM research. Traditional meaning the

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S.J. Whitty / International Journal of Project Management 23 (2005) 575583

Table 1
Impact of memetic approach to aspects of project management
Aspects of PM

Traditional approach

Memetic approach

Impact of memetic approach on PM

Evolution
Study and practice

PM evolves for the good of the

organisation and individual
PMBOK is a human construct,
consciously designed, created and
implemented

PM is self-serving. It does not serve the

individual or organisation
PMBOK validity reduced

Project manager/
Project team

Strategy to implement
organisational objectives

PM evolves for the good of the PM

memes
PMBOK has evolved by memetic
selection. PMBOK alters its
environment to increase the number of
projects
Actors created by PM memes

Profession

PMI is a human construct,

consciously designed, created and
implemented
Knowledge is constructed by a
social system (scholars and
practitioners)
Project organisations are human
constructs, consciously designed
and created

Knowledge creation

Project organisations

PMI has evolved by memetic selection

to spread PM memes

Traditional role of project manager is

questioned. Team creative output is a
product of memetic evolution
The PMI is the way the PM memeplex
spreads PM

Knowledge processes (memes) construct

social systems (scholars and practitioners)

A new way of questioning the bastions of

PM knowledge

Project organisations are created by the

replicating behaviour of PM memes

Project organisations will prevail at the

expense of the individual

current approach, with underlying mental models

which have been extended with many variations on a
theme to inform management theory [10]. These traditional models regard organisations as human constructs. An underlying assumption of a traditional
approach to PM research assumes that an organisation
is an entity in its own right, with structures and systems that can be changed for the purpose of organisational improvement.
In this paper I will put forward an argument for a
change from the traditional to a memetic approach to
PM research. Such an approach will make an impact
on many aspects of PM, such as; how it evolves, how
it is studied and practiced, the role of the project manager, the project team and the profession. Moreover, it
will make an impact on our view of the PM body of
knowledge (BoK) and the role of project organisations.
Table 1 summarises aspects of PM that are discussed in
detail in this paper, highlighting the traditional vs.
memetic approach to PM, and emphasising the impact
of a new memetic paradigm.

2. Traditional vs. memetic approach

There is a major dierence between the traditional
approach and a memetic approach to PM research
which can be illustrated by describing the shift in scientic thinking about the theory of evolution during the
mid-20th century.
Traditionally, biological evolution considered evolution occurring for the good of the species. Random genetic changes produce mutations in ospring, enabling
a species to innovate and adapt to a changing environment, and natural selection eliminates unt organisms

from the landscape as a result of competing for nite

resources.
Theories of cultural evolution have drawn strong parallels between biological evolution and the evolution of
civilization, economy, and culture [1012]. A traditional
approach to cultural and economic evolution considers
evolution occurring for the good of the organisation
(species). Individuals (organisms) and organisations
(species) are considered to compete against each other
for nite resources and adapting to the economic landscape [12,13]. Fullmer [13] uses this traditional approach
when arguing that one organisational structure for successful adaptation is the use of teams and PM.
In the mid-20th century a new selsh-gene
approach to biological evolution began that considers
evolution occurring for the good of the genes [14]. In
this approach it is the genes which are successful, or
not, at replicating and getting passed on into the next
generation. All biological life therefore, with all its complexity and subtlety is driven by the replicating behaviour of genes.
Dawkins [14] takes this point beyond biology to cultural life suggesting that all life evolves by the dierential survival of replicating entities. Moreover, he and
others [15,16] argue that there are non-biological or cultural replicators memes. Memes can be considered to
be recipes or instruction manuals for doing something
cultural [15]; behaviours, words, or sounds that are copied from person to person. A memetic approach to cultural and economic evolution considers evolution
occurring for the good of the memes. All cultural life
therefore, including PM, is driven by the replicating
behaviour of memes.
To apply memetic theory to PM we must treat memes
as replicators in their own right. Within the context of

S.J. Whitty / International Journal of Project Management 23 (2005) 575583

PM, the evolution of ideas, concepts, theoretical models,

methodologies and practices are all behaviours driven
by self-interested memes. This is the major dierence
that separates a memetic approach to PM research from
more traditional theories and methodologies.
Traditionally, PM is considered to be a conscious initiative, a means for individuals or organisations to control and adapt to their environment, and to make sense
of the world in a reductionist way. Memetic theory suggests that PM behaviour is driven by our interpretation
of reality; a reality largely created by the language we
use.

3. How we make sense of our world

The world is too complex for human beings to understand, so we do not operate directly or immediately
upon it, but rather we create mental models or maps
of the world, and use these maps to guide our behaviour
[17,18]. Moreover, humans use a number of representational systems to build their mental maps; one of the
most signicant is language [18].
3.1. Mental models
Senge [17] suggests that these tacit mental models
exist below the level of awareness as images, assumptions, and stories which we carry in our minds of ourselves, other people, institutions, and every aspect of
the world. Like an optical lens subtly distorting our vision, our mental maps determine what we see; and all of
these mental maps are awed in some way. Individuals
therefore, including practitioners and academics, have
incomplete or erroneous mental maps of PM. Moreover,
these mental maps are created by the culture they are
immersed in, and the language they use.
3.2. Language use
Words, as inuential as they may be, are really only
imperfect labels for our human experiences. Humans
are able to use social linguistics to categorise, organise,
and lter their experience. Kofman [19] suggests that
language is a medium through which we create new
understandings and new realities, as we begin to talk
about them. While a speaker creates language, language
is also creating the speaker. In fact, we do not talk about
what we see; we see only what we can talk about. Our
language therefore shapes the landscape of our mental
maps; and our mental maps lter our experience and
subsequently shape our language use.
Bandler [18] illustrates an example of this by describing how the human mind converts a sensation into a
thing. In the ordinary sentence: The book is blue. Blue
is the name that we, as native speakers of English, have

577

learned to use to describe our experience of a certain

portion of the continuum of visible light. Misled by
the structure of our language, we come to assume that
blue is a property of the object that we refer to as book
rather than being the name which we have given our
sensation.
I suggest the human brain has similarly misled us
with PM. The language of the Project Management
Institute (PMI) through its Guide to the Project Management Body of Knowledge (PMBOK Guide) [20]
denes a project in terms of its distinctive characteristics
a project is a temporary endeavour undertaken to
create a unique product or service. In this context, temporary means a limited period of time, and unique
means that the product or service is dierent in some
distinguishing way from others. In this denition a project is described as a collection of characteristic or attributes. However, neither the notion of a limited time
period, nor uniqueness is a noun. The attributes of a
project are all highly subjective. Projects are simply a
synthesis of human sensation and expectations about
how multiple resources are to be used. Viewing a project
this way enlightens us to the fact that neither manager,
team members, nor stakeholders are driving the project;
the project is driving them.

4. Impact on study and practice of project management

As scholars, it is crucial that we recognise and
acknowledge how the language used by PM scholars
and practitioners is constructing our mental model of
projects and PM [21], restricting what we observe by
the language they employ. In an implicit manner, the
knowledge of the PM community has already set a
course for our line of enquiry, subtly directing our attention to concepts and practices deemed critical. New discoveries made in traditional PM research are therefore
described in terms of, and with reference to, our generally accepted professional guide, such as the PMBOK
Guide. Memetically, the PMBOK Guide is considered
to be a vehicle for recording and propagating a recipe
for creating projects. It and other popular PM books
[2225] structured around the PMBOK, are repositories for memes in the form of ideas, methodologies,
and stories that have survived memetic selection, and
are copied from one person to another in the long history of human attempts to understand and organise
the world. The stories we construct to make sense of
our experience, to give meaning to our actions and
thoughts, are stories we have learned to construct [26].
These learnt PM stories, I suggest, are determined by
the memes of PM scholars and practitioners. One story
is that of the project plan, which traditionally serves the
project manager as a map of the route from project start
to nish [22]. However, memetics provides us with an

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alternative view of the project plan, exposing it as a language lter, limiting the project managers experience
and restricting their description of the project and its
progress to generally accepted PM terms in an existential manner.
Traditionally the PMBOK is considered to be consciously designed, created and implemented. Memetically it has evolved by memetic selection. This
presupposes no design, only the appearance of it. Moreover, the PMBOK through its application by practitioners is altering its environment to secure its own
survival. It does this by inuencing how practitioners
are taught, and how organisations are constructed so
as to increase the number of projects created. Having
exposed the PMBOK as self-serving its validity as a
useful tool to individual practitioners must be questioned. The language (memes) of the PMBOK and
the behaviour it drives must be examined by a memetic
approach. Doing so, we will enrich our mental model of
the discipline of PM, and make visible that which had
previously been outside of our collective awareness.

5. Impact on views of project managers and project teams

Kloppenborg and Opfer [27] highlight how PM is
used in all aspects and areas of commerce and industry,
and predict this trend is likely to continue. They suggest
this increase is a genuine focus by executive management to improve their chances for success in both return-on-investment and in the quick and economic
development and release of new products and services
to the marketplace. Moreover, they suggest that the
role of the project manager will be vital to the implementation of corporate strategies and objectives.
Traditionally, the role of project manager is someone
who consciously negotiates with project stakeholders,
keeps the peace among team members, and tries to keep
calm while all around them is chaos; while budgets and
Gantt charts are not the main parts of the role [22].
Whilst the purpose of the project manager is to normalise conict to a level where it is socially approved, the
upwardly mobile project manager needs crisis to be
managed and unique and special events to display a
presence [28].
Memetically, the role of project manager is a product
(actor) of all the memes that have successfully entered
the adaptive organisation [13] memeplex (a term used
by Speel [29] for groups of memes that replicate better
as a group). In this context the project managers role
is that of a copying machine, copying memes such as;
time is money [30], fail to plan is a plan to fail [31],
the project life cycle [32], and Tuchmans [33] teamdevelopment sequence, and all this and more in a select
environment, in a vast evolutionary process driven by
competing memes. A memetic approach would enable

the project manager meme to be examined and the

role of project manager to be questioned. In the future
the value of such a role might be greatly reduced if the
memes that create the environment of conict required
for the role of project manager to exist were to be identied and removed by tter memes.
Traditionally, eective teamwork is seen as a key success factor in deriving a competitive advantage on the
organisational landscape [13,34]. A team can be described as a social construct, a group of individuals
who have come together for a denite purpose [35].
When asked to talk about their project team project
managers inevitably talk about the skills and attributes
of the individual members. The PMBOK Guide supports this expression by presenting information as if
the parts of a team are the sum total of its existence.
However, we cannot grasp the functionality of the whole
by just looking at its parts [36]. Similarly, we cannot
describe the eectiveness, character, and culture of a
project team by describing its individual members.
There is no such thing as human nature independent
of culture suggests Geertz [37].
Memetically, project teams are an eective means of
replicating, evolving, and spreading PM memes. The
role of the project team is critical to the whole project
process. However, the teams creative role can no longer
be considered to be the sum of independent thinkers creating new ideas and solutions. Rather the project team is
a copying machine, part of a vast evolutionary process,
driven by the competition between PM memes. Does
this mean that the project team is somehow on automatic pilot, a servant to the memes? I suggest not. A creative role for the project team still exists. A deep
misunderstanding of Darwinian thinking is the idea that
whenever a human phenomenon is given an evolutionary explanation, whether it be genes or memes, we must
deny that people think [15]. Thinking is crucial! PM
memes cannot be put through the test of memetic selection on their own; they require their human hosts to run
the evolutionary algorithm to think. Memes are tools
for thinking, and they have to be used in order for them
to generate behaviour [15]. Memetically, we can view
any creative output of a project team to be the result
of an evolutionary algorithm, where memes are communicated, mutated, and undergo the process of memetic
selection.

6. Project management memes: A holistic view

Dawkins [14] argues that knowledge actively pursues
goals of its own. This view is called memetics, the ow of
ideas (memes) from one mind to another. The Oxford
English Dictionary denes a meme as an element of
culture that may be considered to be passed on by
non-genetic means, especially imitation. Memetics

S.J. Whitty / International Journal of Project Management 23 (2005) 575583

presupposes that knowledge can be transmitted from

one subject to another, and thereby loses its dependence
on any single individual [38]. Instead of seeing knowledge as constructed by a social system, as social constructivism would [39], memetics denes social systems
as constructed by knowledge processes.
To understand the meme paradigm or meme view
in a natural sense it is necessary to suspend our normal
model of the world. For example, consider a song as
something that competes with other memes for access
to the human brain. Once whistled, the meme has successfully replicated and achieved its purpose. Memes
of course are not conscious, so they do not construct
strategies to replicate, in the same way that genes are
not conscious. Biologists however, nd it useful to construct a metaphor that considers genes as active agents
strategising to replicate themselves, but in reality, natural selection preserves those genes that happen to act as
if they are pursuing a strategy. The human mind, like it
or not, is a host and breeding ground for memes [1416].

7. A better approach: Project management memeplex

Conceptualising PM as a memeplex presents scholars
and practitioners with new ways of seeing and thinking
about projects and their management, consequently providing new contexts for action in which individuals and
organisations can express themselves and act. Previously
hidden dimensions of PM can be exposed, and memes
that are true or useful can be isolated from those that
are false and misleading.
One characteristic of a memeplex is that false memes
get copied along with true memes, as memes do not need
to be true to be successful [16]. A memetic approach will
highlight what in our current PM knowledge is based on
fact, tradition, or authority. Moreover, it will enable us
to discover the memes that are involved in creating PM
behaviour.
The PM memeplex has a legacy of memes from its
roots in construction and continues to absorb economic
and nancial memes which posses great authority in
capitalist societies. An example of this is the bottom
line meme which is particularly dominant in management conversations. Moreover, organisational experts
use memes such as; assets-to-liabilities, returnon-investment, return-on-equity, after-tax-prot.
All of these are regarded as established means of determining whether an organisation is t and healthy.
Frame [40] suggests that for the eld of PM to evolve
into the mainstream of corporate management, new
project managers will have to be versed in both the
nancial implications, and the return-on-investment,
of the project endeavour. I suggest that a memetic approach to PM will uncover that a large amount of
memes in the PM memeplex are today being generated

579

and replicated by University Business Schools. Moreover, as we continue to dene organisational success in
monetary terms our education systems (tertiary and secondary) seem more naturally an extension of corporate
training [28]. Hewlett-Packards Mission: Project Management (MPM) is an example of this which uses a business-based model to teach school teachers and student
task scheduling, group roles and responsibilities, time
and project management [41]. Left unchecked, the managerialist memes will drown out non-management
perspectives and stories.

8. Impact on the project management profession

A memeplex characteristic of PM is evident in the
formation and membership of PM institutes and their
journal publications. PM is nding its own feet in the
world through its institutions, carefully dening its
boundaries and establishing its knowledge base [42].
The Australian Institute of Project Management
(AIPM) is a case in point. To be a member one needs
to demonstrate at least ve years relevant experience
in PM (but not necessarily as a Project Manager) and
have a minimum standard of education, or have successfully completed a PM course recognised or accredited by
the AIPM [43]. Either way, an AIPM member is almost
swearing an oath to, or declaring a belief in, the acceptance of PM knowledge as dened by its membership. In
reality, individual project managers and project organisation may come and go, but the memeplex called PM
continues to create our language and shape the landscape of our individual and collective mental maps. This
is an example of the PM memeplex altering its environment in a way that increases the chances of it being
replicated. It does this by imbedding within itself
instructions to pass it on [44], and by describing itself
as indispensable to those who use it [45,46]. Moreover,
the PM memeplex incorporates useful laws for business
conduct such as professional ethics [22,47,48] that bind
its practitioners into its professional community and
consequently enhance their commitment to the profession [49].
A memetic approach to PM uncovers the missions of
institutions such as PMI and AIPM, which are to
spread PM, shaping the behaviour of their membership,
reconstruct organisations to facilitate this, and all this
without paying attention to the needs of its individual
members.

9. Impact of memes on creating knowledge

A traditional evolutionary approach to knowledge
building in the context of a project environment is that
the construction of knowledge is an ongoing process at

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S.J. Whitty / International Journal of Project Management 23 (2005) 575583

many dierent levels biological, physiological, and

social. It happens through a variation of existing pieces
of knowledge and the selective retention of those which
are new, which somehow contribute to the survival of
subjects in their given environment [50]. Any absolutism
or permanence disappears in this approach however;
knowledge is still a passive tool developed by subjects
(project managers or team members in the project context) to help them in their quest.
A memetic approach is very dierent. Memes are
considered to use biological, physiological, and social
systems to their own advantage as copying mechanisms,
helping them replicate and spread. In this light, the PM
community, its body of knowledge, and even the role of
a project manager and project team is a product constructed by an ongoing evolution of independent fragments of knowledge competing for position and
dominance.
As previously mentioned, memes entrench notions or
beliefs in the human mind even though they may be false
[16]. False however is not the same as bad for the believer. Merediths [51] popular teaching of PM still puts
forward the notion of the project life cycle, however
Gersick [52,53] strongly suggests that projects do not
really evolve in this manner. This is a good example of
the project life cycle meme at work, spreading even
though it may be false. Traditionally, the project life cycle considers projects to be born, grow, wane, and die,
rather like a living organism [22,25]. However, a memetic approach would show the project life cycle meme to
be a metaphor that illustrates how natural, organic, and
non-threatening the practice of PM is; leaving us feeling
safe, secure, and somehow familiar with the process, and
open-minded to receive more PM memes. Another
meme which may be false is Tuckmans [33] ve-stage
team-development sequence, still struggling for our
attention since it has been proved to be an outdated or
limited representation of reality [52]. A memetic approach gives us a new way of questioning the bastions
of our PM knowledge.

10. Impact on organisations

Our human ability to mull over endless possibilities,
to deal with distractions and still keep multiple goals
and plans in mind, appears mostly to have grown out
of a simple expansion in brain size [54]. Blackmore
[16] suggests that our enormous human brain size has
been created by memes, a product of genetic and memetic evolution. Projects and PM are therefore natural
occurrences, and appear more and more in organisations not because of conscious boardroom decisions
but because PM is an ancient product of our evolved human predisposition. PM is literally in our human and
cultural nature. Soderland [4] asks why do project

organisations exist? Memetically, organisations have

no choice in the matter if they are to roam around on
the economic landscape of the future.
Fulmers [13] research illustrates that a growing number of organisations are recognising that they are venturing into new, unfamiliar territory, and need to
enrich their mental maps of the business landscape. He
suggests that these adaptive organisations successfully
use teams and PM as one structure to gain competitive
advantage. An alternative memetic approach is that
PM is shaping organisations for its own purpose, as
memes about how to increase prots by delivering projects successfully begin to ood the organisational
meme-pool. Project organisations may eventually dominate the economic landscape at the cost of creating
highly unstable temporary work environments for individuals. We need to be aware of the memes in the organisational meme-pool and promote those that are
benecial to individuals.

11. New directions and questions for future research

Memetics allows us to describe how all human cultural behaviour, including PM, is driven by the same
replicating process that drives the biological world. I
suggest a new memetic research direction in the discipline of PM with the purpose to study, describe, and
explain the memetic phenomena of PM in society, how
it develops, spreads, and drives human behaviour.
Traditional PM research directions need not be abandoned, rather examined in a new way from a memetic
perspective. Pinto [55] suggests in his review of the current state of PM thinking that benchmarking and PM
BoK unication are two principle directions in which
traditional research has been evolving.
11.1. Benchmarking
Benchmarking refers to the search for best practice to
allow industry to gain the advantage of a shorter learning time. Memetic research could identify and isolate the
best practice memes in the PM memeplex and memetically engineer them to be easily absorbed into any
organisational structure. All organisations would then
be able to gain the advantage of a shorter learning time.
11.2. PM BoK unication
Morris [56] illustrates the need for unication of
all BoKs if the acceptance of PM among global
organisations is to grow. A memetic approach views this
unication as a survival of the ttest competition
between PM memes, each one altering their environment to increase their chances of being replicated.
Examples of this would be opening institutional

S.J. Whitty / International Journal of Project Management 23 (2005) 575583

membership to anyone willing to pay the subscription;

accrediting PM courses, text books, and professional
certication; conferences; online resources; publishing
journals, and even sponsoring a research study to investigate the challenges of selling PM to senior executives
[44].
11.3. Questions for future research
I envisage a memetic paradigm of PM opening up the
eld of enquiry of PM. Future memetic research in this
discipline could, as a starting point, pursue the follow
two questions further.
11.4. Why do people individually and collectively believe
in project management?
Fulmer [13] considers PM to be one of the ingredients
of the glue that holds the social structure of an adaptive
organisation together. Spectator sports are memes.
Sport, like PM, provides individuals with a sense of
identity; it provides a common bond and united sense
of purpose. Why do so many believe in PM? My premise
is that PM appears to answer all sorts of human questions in the organisational setting such as; why are we
doing this? Winch [57] suggests that a clear mission is
essential for eective PM. However, he also points out
that missions are rarely truly clear as they are inevitably
politicized and a result of complex negotiations and
trade-os [58]. In this instance the PM mission or
vision meme creates a feeling of purpose, but it is
really only another story we learn to tell about the project. Further memetic research may uncover why we
need to tell such stories.
11.5. Why does project management spread?
Traditionally, PM knowledge may pass from person
to person by explicit means such as books, the internet,
narratives, or academics teaching in university programmes. All these products and services are created
by people to make our business lives easier and our
organisations more productive. In a somewhat counter-intuitive way Blackmore [16] suggests that memetic
selection created them. A memetic answer is that all
PM books, websites, courses, software, and professional
institutions have evolved as a result of competition
between memes.
Too much research in the reasons for project success
and failure has been blamed for poor project performance
[46]. Evaluating project performance has many dimensions [59,60], however a list of why projects fail can be easily found [2,3,61]. Ask a group of PM practitioners why
do projects fail? and a consensus quickly develops. Such
lists appear in the rst chapters of many mainstream PM
books and course notes. The why do projects fail meme

581

is strong. Some of the content of such a list may be supported by empirical evidence, some may be a story we
have learnt to tell. A memetic approach to PM is as interested in the idea of such a list and why it gets copied, as it is
the content of the list that generates behaviour. There is
no doubt that the actual contents of the list will suer from
errors as it gets copied across dierent media, in dierent
context, over time. However, the meme why do projects
fail continues to spread. The meme why do projects
succeed would be more powerful at creating positive
and constructive behaviour for individuals and organisations, but the meme why do projects fail wins the memetic selection race. I suggest it wins by praying on our fears.
Fear of uncertainty and of making the wrong decisions,
fear of criticism or rejection for not conforming; or fear
of failure and of appearing unprofessional [62]. Based
on evolutionary psychology [63], Brodie [64] suggests that
memes spread faster when they appeal to fundamental human instincts such as danger, food, and sex. Moreover, he
suggests we have buttons around these subjects. Perhaps a memetic approach to PM research will show that
PM spread because it presses our danger buttons.

12. Concluding remarks

This paper has called on scholars and practising professionals of the discipline of PM to be aware of the
mental models they use when conducting research or
practising PM. I have put forward the case that the current traditional approach to PM research is distorting
the reality of projects, and shifting our focus away from
the important aspects of projects, their management,
and how PM inuences us individually and collectively.
I suggest that a memetic paradigm of PM be considered when indulging in this eld of enquiry, and that a
new memetic approach is initiated with the purpose of
studying, describing, and explaining the phenomena of
the PM memeplex and its impact on society.
My purpose for drawing attention to the PM memeplex is not simply to justify it, but to alert us to it. Not
that we will be able to overcome it, as I do not believe
we are able to step out of the evolutionary process and
take it over. Rather that we should be aware of the illusions the PM memes create, try to identify those that
more closely describe reality, and observe or create environments where memes other than those in the PM
memeplex can evolve.

Acknowledgements
I would like to thank the anonymous referees for
their valuable and constructive comments on previous
versions of this paper.

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S.J. Whitty / International Journal of Project Management 23 (2005) 575583

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