Organizations often choose the wrong projects for several reasons: capturing the wrong information, decision-making bias, not knowing the right metrics, focusing only on whether a project should be done without considering whether it can be done, and not taking a portfolio focus. The document outlines each of these reasons in more detail and provides suggestions for improving project selection, such as capturing the right data, countering biases, using appropriate metrics like alignment and risk, considering available resources and budgets, and taking a portfolio management approach.