Research Aim: The primary purpose of this research paper is to identify the most critical factors that help in selecting a project. This paper will specifically be focusing on analysing the shift of the project benefits approach towards customer-centricity. Project benefits are focused more on attaining tangible things such as high sales, more revenue, faster call handling times, etc.; whereas customer centricity approach is focused more on selecting those clients who are easy to work with, having high brand value, etc.