Decision making: Bringing it back to "what's it for?"

On Seth Godin's altMBA, from start to finish, on every project, one of the key questions that we all labored over (and still do) was "what's it for?".  Three short words that it turns out are very difficult to answer well...

New business idea?  What's it for?

Developing a new product? What's it for?

Improving your marketing plan?  What's it for?

How many times have you sped off on a project without truly answering this simple question?

Answer well and it will take your plan further than possibly any other question you might ask yourself (and the team around you).  After all, if you don't know then how will your customers?  The bottom line is, if you don't nail this part down then the chances are that everything else that depends on the answer will become unstuck.

Now, let's re-frame the question a little.  Rather than in the context of developing a new product or a new business idea, how about framing it as a change you're seeking to make for yourself.  That new direction you're trying to take.  What's it for?  Maybe my multiple choice will help, pick a number (or as many as you like):

1. To grow
2. To challenge myself in a new way
3. To run away from the challenge at hand
4. To avoid that colleague you clash with regularly
5. Because the culture is all wrong
6. To help create a new culture
7. Oh, I dunno but I need to do something, right?
8. Because it's the easier option
9. The money is good
10. Because its the harder option
11. Because she said I couldn't do it
12. The future prospects look great
13. Because I know I can do it
14. They have great share options (on paper)
15. They have parking
16. To create change that might just lead to something really interesting
17. To level up

So, which did you pick?  What's it for? I'd love to know.