Profitability alone may not be an adequate measure of a project's value to an organization because profitability does not account for the time value of money or the risk associated with the project. A profitable project may generate positive cash flows, but if these cash flows are received far in the future, they are worth less today due to the time value of money. Additionally, profitable projects may be associated with higher risk or uncertainty, which can impact the project's value to the organization. Other factors such as the project's contribution to strategic objectives, its impact on the organization's reputation, and its potential to create intangible benefits such as increased customer loyalty or employee satisfaction may also be important considerations in evaluating a project's value.