The 5Whys methodology is a very good approach to arrive at lean systems and to reduce complexity. But it has a steep learning curve. Therefore, an example: The Complexity Reduction Checklist!
Example: Interaction Management
Some thinking about this reminded me of an article in the McKinsey Quarterly on interaction management. This article, published in 1997 (!), and well worth your reading, discusses the consequences if people can more easily find the products and services they are looking for, and need less time to find the information they are looking for. This makes it possible to compare products and services easily, and act upon that.
Definition of Interaction Management
McKinsey defines economic interaction management as:
- The way individuals and organizations try to find the right party with which to exchange something (information, goods, or otherwise).
- To arrange, manage, and integrate the activities associated with this exchange.
- To monitor performance
The McKinsey researchers predict that, when interaction becomes more easy, transparency will grow and goods and services will become much cheaper. People will have more time to perform other activities. Hence the added value of activities will increase fast.
We all know that this prediction from way-back has become true, and is still becoming more important: Information at your fingertips, and that kind of stuff. It also introduces the need for new regulatory processes like information governance.
The Interaction Management Obsolete Assumptions Checklist
McKinsey also provides a page with suggestions to challenge the old assumptions. Chances are large that those assumptions have become obsolete today, or will be in the near future. Let me give you some examples, which can double as the examples of 5Whys you required.
What Are Your Options
These questions suppose that your business could change significantly as a result of increasing interaction. With significantly I mean 50% or more. The why-question is used here to indicate that reflection is mandatory. Of course it is possible to provide an easy answer, but that probably won’t help you. You should consider as possible action types (free to Paul Watzlawick c.s.,
Pragmatics of Human Communication):
- I will not change my company.
- I will reduce the interaction in my company.
- I will increase the interaction in my company.
- I will go for a radical business change.
Customer Service Questions
So, what would you do if:
- You could double your revenue by using the Internet for Marketing and Sales? Why?
- Your customers could easily compare your products and services with other offers? And go shopping elsewhere? Why?
- Special, and currently added value products and services, became a commodity, and simple standard products tend to disappear? Why?
Business Configuration Questions
What would you do if:
- Your purchase costs became significantly lower? Why?
- Your business process operation costs became significantly lower? Why?
- This influenced your mission and strategy significantly? Why?
- Through the enhanced transparency you found out your next-to-core products an services were significantly too expensive? Or too cheap! Why?
- You could service your customers directly, passing intermediate stations? Or if adding an intermediate would significantly increase your profits? Why?
What would you do if:
- You were able to reduce business process complexity through sophisticated interactions? Why?
- Significant reduction of your workforce is possible through sophisticated interaction management? Why?
- You could reduce physical assets drastically? Why?
Boeken over dit onderwerp
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