Archive for Knowledge Management
I am a big fan of Laurence Gonzales book Everyday Survival: Why Smart People Do Stupid Things, who was introduced to me by Bill Dettmer of Theory of Constraints fame and past podcast participant, Systematizing your approach to management, Podcast with Bill Dettmer.
I have also created several blog post from Laurence’s book, If Nothing Bad Happens, You Must Be Doing Something Right? and Bootstrapping Business Survival. Below is a video on a simple explanation of Mental Model Mistakes done by Laurence. What I enjoy is the simplicity of his story and told so well that you can practically repeat after watching it once. Try it!
Why don’t we hear about the emotional engineering discipline of Kansei? Why is that? As Design Thinking and Service Design have moved to the forefront in many organizations, we seem to have forgotten about this method. It is so unfamiliar, that I feel a need to define it first:
Kansei is a Japanese term with a broad interpretation that includes sensitivity, feelings, images, affections, emotions, wants, and needs. The term Kansei used in Kansei engineering refers to an organized state of mind in which emotions and images are held in the mind toward physical objects such as products or the environment. Others simplify it greatly by just referring to Kansei Engineering as sensory or emotional usability.
In today’s world, developing products/services requires an organization to understand the emotional needs and difficulties of their prospects and customers. Our product/service development should be centered on understanding value in use (Service Dominant Logic). Most organizations struggle in their attempts as they evaluate seas of data masqueraded in a method called voice of customer. Often, it loses the personality of the customer. As a result, the tendency is to view development as product/service centric rather than customer/user centric. The area of Empathy is very evident in Service Design and Design Thinking but gets lost in many engineering and product (goods) dominant centered cultures.
The Kansei of Kansei/Affective Engineering applies mainly to the customers’ feeling. If research and development (R&D) people are oriented to the customers’ wants and needs, the team will be successful in developing a good product, and the customer service people can fulfill the customers’ expectation. The service is also one of products, namely the service product. There are two different streams in product development, which are called product out and market in. The former implies a philosophy of product development based on technology developed in a company or based on the company strategy, without attention to customers’ wants and needs. Many inventions have emerged from this approach.
Another approach to product development is to focus on customer wants and needs. Nowadays people have many goods at home, and it is not easy to stimulate their purchasing behavior. But customer-oriented product development will be successful in selling a new product because the market-in philosophy leads to the development of a product that fits customers’ feelings and emotions. This is why Kansei-oriented development is needed in R&D activities.
A quick outline of the process (we will dig deeper in tomorrow’s blog post):
- Who are the customers?
- What do they want and need? (What is their Kansei?)
- How do I evaluate the customers’ Kansei.
- Analyze the Kansei data using statistical analysis
- Transfer the analyzed data
This concept is shown graphically below:
The customer’s Kansei has a variety of ways it can be demonstrated and addressed. Each measure could have its own path of development. An example below:
The choice is important, and not all paths will be chosen. It is the one or several that will emerge as the most critical and important to the customer. This may be done by observation of the customer, through prototypes, interviews etc.
Kansei/Affective Engineering is defined as the technology of translating the consumer’s Kansei into the product design domain (Nagamachi 1995,1999, 2005,2010). Most of the published material on this subject is in the two volume set Innovations of Kansei Engineering and Kansei Engineering, 2 Volume Set: Kansei/Affective Engineering (Industrial Innovation Series). The publisher, CRC Press, makes it difficult for you to know which should be the first volume to buy and/or if buying the second book includes material from the first since the title contains “2-volume set”. For a hefty price tag of $123.54 for the two it seems like it should be better defined. Especially for a blogger trying to research the subject.
P.S. More discussion in tomorrows blog post.
Making products fly involves more than just the development team. So how do we involve, interact and improve with the non software parts of the value chain? Let Mattias Skarin walk through lean techniques and thinking that helps drive improvements across organizational borders. Mattius is one of thought leaders of the Kanban Movement and is speaking at the upcoming Lean Kanban Central Europe Conference (It is in Hamburg, Germany, Nov 4-5, 2013). He is speaking about: Improving the full value chain & Visualization – What‘s my brain got to do with it? (Lightning Talk)
Mattias Skarin works as a Lean and Kanban coach, building systems that enables you to cut time to market and improve quality. He has helped several software teams deliver with confidence, scaled Scrum over multiple teams (cutting game cycle time from 24 months to 4) and improved life at operations using Kanban. He is an author of the book, Kanban and Scrum – making the most of both, and regularly train and coach in Lean, Kanban and TDD. He blogs on http://blog.crisp.se/mattiasskarin and the blog has one of the best set of sample Kanban boards on the planet.
Lean Sales and Marketing: Learn about using CAP-Do
@markusandrezak aka Markus Andrezak has been active in different contexts as Product and Development Manager for high traffic and high revenue web sites. During the last years his main focus has been transitions towards Lean and Kanban product management and development practices across his portfolio. With Arne Roock, he co-authored ‘Replenishment’, a free eBook on Kanban. His Blog: Portagile and Twitter: @markusandrezak. You can find more information at his company website: http://ueberproduct.de/en/.
Markus is one of thought leaders of the Kanban Movement and is speaking at the upcoming Lean Kanban Central Europe Conference (It is in Hamburg, Germany, Nov 4-5, 2013) about Boundaries of Kanban – Disruptive Innovation.
A written excerpt from our conversation was posted last week, Boundaries of Kanban in Sales and Marketing.
Lean Sales and Marketing: Learn about using CAP-Do