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Developing the Project • 107

value-Based greenality
We are already experiencing value-based greenality with organic products
from yogurts to cleaning solutions. Consumers are making a choice based
on the greenality attributes of certain products and using the cost of those
attributes to calculate their own cost-benefit ratios. Granted, some of the
attributes that consumers are basing their calculations on may not be clear,
but will be refined further and further as more consumers become greenal-
ity conscious and more competing companies enter the market place.

risk and greenality
What is risk and how does it affect the greenality of the project? Risks
are inherent in projects because of the uncertainty that defines a project:
a unique undertaking, using and possibly abusing limited resources, an
effort being done for the first time, untried and untested. Harold Kerzner,
author of dozens of project management books, writes, “Since risk actu-
ally constitutes a lack of knowledge of future events, we can define risk as
the cumulative effect that these adverse events could have on a project’s
objectives. Future events (or outcomes) that are favorable are called oppor-
tunities; whereas unfavorable events are called risks.” 6
We would like to accomplish two things: identify the potential greenal-
ity risks (negative risks), and identify areas for the green project manager
to take advantage of opportunities or positive outcomes of risk situations
(positive risks). Every day, more and more information is offered relative
to green risks in business and then by definition, in projects. We certainly
won’t be able to cover all of them, so we will highlight some of the green
risk and opportunity conditions we feel are of top priority.
As with all project risks, the project manager has to consider both the
consequences of the risk occurring and the likelihood of the event. With
negative risks, the purpose is to reduce the likelihood of their happening,
while with positive risks it is to increase the likelihood of occurrence. Just
so we are clear, it is our assertion that not considering the green risks and
opportunities of a project is a mistake. Risks can cause havoc in a proj-
ect, delaying finish dates, using or abusing limited resources, and forcing
a change in the project plan. Risk taking can also help to accelerate the
schedule, protect the limited resources, and achieve higher greenality.