The initiation phase of any business project or programme is often a critical juncture, yet many organizations stumble right from the start. Without a clear and structured approach, businesses risk wasting resources, missing deadlines, and failing to meet objectives. Common challenges include vague objectives, misaligned stakeholder expectations, unrealistic financial assumptions, and the absence of a solid business case to justify the investment. Fortunately, the Better Business Cases course by APMG International offers solutions that address these issues head-on.