A project manager's role is challenging because at the end of the project, the PM has to demonstrate how the project succeeded or failed. To determine the project success, the PM has to have set clear objectives at the start of the project with the stakeholders. This could include financial measures like the return on investment, benefit-cost ratio, etc. and non-financial objectives like customer adoption, fulfilling contract terms, meet organizational goals, etc. However, during the course of the project, business priorities can shift and the original objectives for success may no longer be aligned with the strategic direction of the organization. How can a project manager keep the project goals dynamic while avoiding scope creep and delivering a successful project?