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40 • Green Project Management

taBle 3.1
Contrast of Quality Masters and Greenality
W. edwards earthPM
Philip crosby Deming Joseph Juran (Greenality)
Conformance to Constancy of Specific standards Conformance to
requirements purpose (don’t and specifications requirements
change policies in for specific
midstream) processes
Prevention is Cease dependency Must be planned in
preferable to on inspection
inspection.
Zero defects Don’t accept “that’s Don’t accept “that’s
good enough.” good enough.”
Quality is free. Break down There is a cost to Greenality is free.
barriers between poor quality.
functions.
Don’t award Stability and Check your supply
business based consistency in chain for green
solely on price. processes. ingredients.
Constant “Breakthrough” Constant
improvement results in improvement
achieving higher
targets. a
a Juran Institute.
What else can we learn about greenality from the quality masters? Take
a look at Table 3.1.
Philip Crosby, sometimes known as the “father” of quality management,
asserted one of the most influential statements about quality management—
that “quality is free.” While his 1979 book is titled Quality Is Free, it is the
subtitle that has more meaning to greenality: How to Manage Quality—So
That It Becomes a Source of Profit for Your Business. Greenality must be
managed the same way, and we say that its project manager leads the man-
agement of greenality. In Section II, we’ll discuss in detail what the project
manager can do during each project phase to ensure that quality is an
innate factor for a project. As an example, in the initiation phase manage-
ment must proactively insist on quality. To paraphrase Crosby, “manage-
ment has to get right in there and be active when it comes to greenality.”
Two of the other relevant messages from Philip Crosby are: “It less expen-
sive to prevent greenality issues than to have to rework, scrap, or service
them”; and “It is always cheaper to do the job right the first time.” When
you think in terms of greenality or quality, think of the short- and long-