I find it interesting how many disciplines recommend that you spend fifty percent of your time planning.

1. School = Homework/Testing
2. Sports = Practice/Games
3. Toyota’s PDCA = Planning/(Do/Check/Act)

We grow up thinking it is a necessity? What happens?

Where does your Company fit in?

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Have you ever questioned the assumptions that inspire your marketing? Have you asked yourself whether there is a better way to make your marketing more effective? I believe there is a tremendous amount that marketers can learn from Lean Development process.

Dr. Robert Charente of ITABHI Corporation developed the principles of lean development (LD) in the early 1990’s as not only a strategic as well as tactical business approach for the creation of change-tolerant business software intensive systems, systems that can rapidly adapt to or help in the creation of business change. He sets these lofty targets in his developments:

• 1/3 the human effort
• 1/3 the development hours
• 1/3 the time
• 1/3 the investment in tools and methods
• 1/3 the effort to adapt to a new market environment

Why the 1/3 targets? These goals are meant to challenge status quo thinking. Without audacious goals, ones that seem impossible to reach business managers won’t bother to think about the issues of software development in entirely different ways.

Could your marketing achieve 1/3 targets? Could you achieve them while providing more value to the customer? Can you think about your marketing in a totally different way?

Bob Charente expanded the thoughts of Lean Development to these 12 principles:

1. Satisfying the customer is the highest priority.
2. Always provide the best value for the money.
3. Success depends on active customer participation.
4. Every LD project is a team effort.
5. Everything is changeable.
6. Domain, not point, solutions.
7. Complete, don’t construct.
8. An 80 percent solution today instead of 100 percent solution tomorrow.
9. Minimalism is essential.
10. Needs determine technology.
11. Product growth is feature growth, not size growth.
12. Never push LD beyond its limits.

You can read an expanded version of these 12 principles on the ITABHI Corporation website.

Lean Development focuses on the creation of change-tolerant software. Setting up this model for marketing could be quite interesting. How flexible, how change- tolerant is your marketing? Why are you marketing the way you do? Is it the way that your customer wants you too?

Photo Credit by hanneorla

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Mike Osterling was the guest on the Business901 Podcast and this Ebook is a transcription of our recent podcast. After listening to the podcast, I was disappointed thinking that I let Mike down in the interview by not drilling down enough with the questions. After reviewing and editing the Ebook, I think Mike’s knowledge of Kaizen and White-Collar Kaizen was one of the most useful e-books that I have produced. Mike did an extraordinarily good job!

Mike has a new website up and running to start the new year: http://mosterling.com.

Kaizen in the Office Environment –

Mike is also the co-author of The Kaizen Event Planner: Achieving Rapid Improvement in Office, Service and Technical Environments

Related Podcast: Kaizen in the Office Environment

Related Posts: Kaizen Search on Business901 Website

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