Identify, Prune Excessive Function, Attribute & Innovate

We hardly question the elements of existing system & their functionality & attribute when everything is going fine. Many times there are excessive functions performed by the elements of the existing systems and opportunity for innovation lay hidden in that excess. Jack Welch narrates a story in his famous book “Winning” which further explains the thought presented here. The product was scanning equipment used for medical diagnosis. He always felt that the bore of the machine is bit small, which causes inconvenience to patients who remain inside it for a considerable time. He knew his competitor HITACHI is coming up with machine with a larger bore. He suggested his business team to consider increasing it but they differed time and again saying it will affect the image quality. He finally gave up to those experts

The business team remained so focused on their immediate customers “Doctors” and assumed their requirement of more & more clearer image for better diagnosis. In the process they ignored patient’s (customer’s customer) implied need of more comfort while under scanning.

They simply forgot to ask Doctors whether they could comprise on image quality, without affecting their diagnosis. When Hitachi launched the machine, it sold well on this one parameter of larger bore diameter.

Later on eventually when they checked with Doctors they said they are fine with the lower image quality. It is a good lesson for all of us to remember and start asking “ Do I want less of this function or attribute?” OR “ Do I want more of this function or attribute?”

Let us say GOOD BYE to 2008 and move in 2009 taking these questions with us.