The Sensible 12: No. 12!

12. The project must deliver the expected value to the customer.
We all know a project is measured by successfully delivering the scope on time and within budget. I believe the true measurement is successfully delivering value to the business or customer. Value
encompasses all three of these components: scope, schedule, and cost (as well as quality). The value to the customer will not be realized unless the vision of the project is met.

This is the only reason for the project; if it doesn't occur, then the customer will not be back.