Abstract: A computer implemented method, system, and software of planning and managing an initiative, includes planning the initiative by determining the initiative tasks; generating an action plan including action items to accomplish the initiative tasks; and generating a dynamic organizational model to support the execution of the action plan, the organizational model comprising initiative participants, relationships between the initiative participants, and attributes of the initiative participants. Initiative participants are identified for assigning action items with reference to the organizational model and the identified initiative participants are notified.