Know how projects happen in a predictable world: build a team, analyze the market, develop a timeline, and write a business plan. Then resources are gathered and the plan is put into action. But how do you launch new projects in an unpredictable environment? What is the best way to do it in situations where it is impossible to make a truly decisive analysis, in which events have an immediate and unexpected impact, and in which the economy makes companies bet on unproven ideas? . The purpose of this essay is to analyze how organizations can improve project management activities when unexpected events arise from social, political, economic, technological and globalization factors that generate turbulent times in companies.