Hansei in Lean Marketing

Lean Sales and Marketing is built upon the philosophy that there has been a subtle shift to knowledge as the way to engage, develop and retain your customer base. The sales and marketing team must act as a vehicle to cultivate ideas not only within their four walls but more importantly from their customers and markets. If this is true, how do create new knowledge? How do we learn? Most studies show that we learn best by doing and by being forced to resolve our perspective with those of others who disagree with us. This means that you have to encourage contradictions and be willing to push the envelope with your customers.

This is a strange paradox. Disagreement with your customer can hardly be seen as a positive mechanism for sales and marketing. However, it is the embracement of this understanding that will move your sales and marketing efforts to a higher level of performance.

Can you disagree with a customer? Can you purposely cause tension? You must! You must move away from the comfort zone and create a healthy tension and instability in your sales and marketing process.

The next step in the process is surprisingly easy but difficult to do. It is the process of reflection or in Japanese, hansei. There are three key components of hansei:

1. Recognize that there is a problem – a gap between expectations and achievement – and be open to negative feedback.
2. Voluntarily take responsibility and feel deep regret.
3. Commit to a specific course of action to improve.

The first step, acknowledge that there is room for improvement is not that difficult. However, putting a number to it may be a different story. When we create a performance gap we identify 2 things, one where we are at now and where do we want to go. Of course we may not get there overnight but there will be limitations. You have to determine what is realistic to achieve. A simple but effective way of looking at it is, “From what to what by when”.

The second step can simply be stated – don’t look for excuses. Take responsibility, feel a little humility and move forward. Without this, you will never fully release from the past and it may be much more difficult to bring fresh ideas to the table.

This is your action plan to move forward. However, without step 2, you will seldom be passionate about step 3. It will just be another effort and ownership will be limited. Ownership cannot be done without an emotional attachment.

The steps of Respect first, Reflection second will drive the 3^rd step of Kaizen or continuous improvement. This is the process and culture of PDCA in your marketing cycle. It is the embodiment of tension, a performance gap to send you off on a new path. This path acts as expanding spiral of co-creation of knowledge with your customer that will be truly valued. THE ABILITY TO SHARE AND CREATE KNOWLEDGE WITH YOUR CUSTOMER is the strongest marketing tool possible.

Few companies will take this path. Few companies will take the time to develop the level of respect required. Even fewer will use hansei and look at performance gaps releasing their own pre-determined reasons. Few will ever practice continuous improvement in sales and marketing.

Will you?

Fantastic Conversation on the Multiverse

Every marketer and gamer should watch this!

Joe Pine seeks to do nothing less than redefine our known universe -- a bold goal which manifested itself in The Multiverse, a 3D framework he created. By examining the fields created at the intersection of three axes (space/no space, time/no time, and matter/no matter), Joe introduces us to eight realms for creating value by innovating experiences. Physical virtuality, for example, involves designing things virtually and then making them a reality, such as the way 3D bio-printers manufacture human tissue and organs. Through Joe's eyes, we see the future and it is mind blowing!

From a San Diego TEDx, x = independently organized event In the spirit of ideas worth spreading, TEDx is a program of local, self-organized events that bring people together to share a TED-like experience.

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Can the customer be front stage in your organization?
Games are invading the real world

Is Continuous Improvement Continuous?

In the LinkedIn, Association for Manufacturing Excellence Group there has been a discussion started about this presentation where they suggest that a standard is more like a target condition, and that the only way to maintain gains is to keep improvement moving forward. Their thoughts, hence the slideshow is that PDCA is better served by retiring the Wedge practice of standardizing to hold the gains in place.

Retire the PDCA wedge

View more presentations from Association for Manufacturing Excellence

My question though is continuous improvement really continuous? I found as a trainer that it was important to stop and take a breath. I never used the incline and the wedge but a staircase approach sometimes even with landings. Having that dwell time for everyone to catch up and before moving on was always important not only for the team (group) but for me as a trainer to evaluate things. It was also a good time to celebrate along the way.

An example is the in the Toyota Supplier hierarchy depicted by Liker and Meier in the (The Toyota Way Fieldbook. Viewing the stages such as described in the blog post, The 7 step Lean Process of Marketing to Toyota we would see a natural progression through the stages of the supplier. A supplier starts working with Toyota at the stage of developing Mutual Understanding. They base this on the key elements of Trust, Mutual prosperity, Respect for People and Genchi gembutsu (actual part, actual place). It ultimately ends in Kaizen (Continuous Improvement) and Learning through PDCA. I am leaving out a significant portion of development in the five other steps but it suffices to say that there is a continued progression through the stages based on an increase of knowledge and sharing between the two parties.

I adhere to the Toyota principle of setting audacious goals and striving for them. Becoming a top supplier as depicted in the Supplier hierarchy is one. I try to do this with showing a large PDCA as my overall vision and incorporating the staircase. The individual steps of the staircase are just an individual mini-pdca. We could go into a greater discussion of Hoshin, Lean Culture and transformation but I like to keep things pretty simple. So, I simply view PDCA or continuous improvement as the culture of Lean. Is my reasoning in line with the "new thoughts" or am I stuck in the mud with a wedge holding me in place?

I encourage you to join the conversation at this LinkedIn group: Association for Manufacturing Excellence Group!

Related Information:
Marketing with PDCA.
Why the Lean SALES PDCA Cycle was Created!
Lean needs Marketing, more than Marketing needs Lean!
Scaling the Customer Decision Making Process