The gap between the agility of the market with its customers and the way of managing projects increases continuously. Using a cybernetic model to steer this complex system allows to get more insights and to adopt the way of project management. User integration, value commitment and delivery of customers expected out-come in an agile B2B and B2C environment allows to create value as early as possible. The embeddedeness of the potential users, disturbing and mission and vision based steering is necessary.