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Is your Value Stream Mapping backwards?

Written by: Joe Dager

Article Overview: As I was reading, actually re-reading the book, I thought how simple and intelligent that statement was. Starting at the end of the process should be the logical thing to do if you are considering developing a pull system. It is the beginning. This is very similar to my thoughts I expressed in my Mirror Marketing E-book.

Is your Value Stream Mapping backwards?

In the book, Learning to See by Mike Rother and John Shook, they recommend a mapping tip of beginning the Value Stream Mapping process by walking downstream from the customer end. This way, they say you will begin with the processes that are linked most directly to the customer. As I was reading, actually re-reading the book, I thought how simple and intelligent that statement was. Starting at the end of the process should be the logical thing to do if you are considering developing a pull system. It is the beginning. This is very similar to my thoughts I expressed in my Mirror Marketing E-book.

Mirror Marketing E-Book

In a marketing perspective, how often do we really consider what our customer is real needs are. I find it interesting in a recent study by Rain Today they cited that the number one reason that most professional service sales are lost is CLARITY! I think it might also be said for many product opportunities. It might not be directly, but if your product or offer was fully understood before the purchase decision was made, would that improve your closing rate?

So do things become clearer walking backwards? Try this old golf trick, walk your favorite golf course backwards. Does the out of bounds, elevations and other danger seem entirely different? Why not put yourself in your customer shoes? In Six Sigma perspective, we call this process Voice of Customer, but do we really consider the metrics of delivery performance, number of defects, invoice accuracy and other views that the customer is experiencing.

If you have a customer that will take the time with you, try having him draw a process map of your product. Or just blue sky the different experiences that he has with your organization. How accurate are they? After that, have them draw a future state. What would they like to see from your organization? Are you willing to deliver that experience?

What is Value Stream Mapping?

Value stream mapping is a tool that helps you to see and understand the flow of material and information as a product or service makes its way through the value stream. Value stream mapping is typically used in Lean, it differs from the process mapping of Six Sigma. A value stream map will take into account not only the activity of the product, but the management and information systems that support the basic process. You will gain insight into the decision making flow in addition to the process flow. The basic idea is to first map your process, then above it map the information flow that enables the process to occur.

Related Articles
  Why would you use Value Stream Mapping
  Draw your Value Stream Map in Excel
  Using Value Stream Mapping Software
  How do you determine value?
  DO YOU KNOW MUCH VALUE YOU PROVIDE? IF NOT, HOW CAN YOU BE MORE EFFECTIVE?

Article Tags: marketing, mirror, value stream mapping



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Joke of the Day - Here's one I received via email recently, I trust no one finds it offensive, if you do please be sure to let me know! MY DAD IS A FATHER A little boy got on the bus, sat next to a man reading a book, and noticed he had his collar on backwards. The little boy asked why he wore his collar that way. The man, who was a priest, said, "I am a Father." The little boy replied, "My daddy doesn't wear his collar like that." The priest looked up from his book and answered, "I am the Father of many." The boy said, "My dad has 4 boys, 4 girls and two grandchildren and he doesn't wear his collar that way." The priest, getting impatient, said, "I am the Father of hundreds," and went back to reading his book. The little boy sat quietly thinking for a while, then leaned over and said, "Maybe you should wear your pants backwards instead of your collar."
Re: Alexa Ranking Goals - Thanks for the update Evan and for the words of encouragement; I really appreciate it as I have been going backwards for a while now. GT, I know how hard you work and I am sure that you will see your rewards next time around. Your worst AR figures are still way better than my best so you are still an inspiration when it comes to work rate, best regards, Mal.
Re: Alexa Ranking Goals - Hi Guys, Thanks for the words of encouragement, I feel at bit like Michelle, I seem to be running like crazy and going backwards at the same time. This is a time to stay focussed I guess and just keep plugging away until it turns around again, Mal.
Re: ¡xoq ??? ?o ?p?s?no ?u??? - Hi GT, That's a cool feature you have which allows you to type upside down and backwards, but do you find it actually draws in "real" customers (and translate into conversions) or does it just attract curious viewers?
Re: Going Back to Work after After Having Kids - Hi Shri, I totally agree. Until you have walked a mile in the other persons shoes....people should keep their mouths shut. I have family and friends who have been desperate to have children and yet they are snubbed by others because they 'appear' to be living the good rich life. I'm glad the world is changing and that we now have more opportunity than ever - but breaking down the old mentality (especially of other women) I think will be the hardest of all. J they say we judge others by their actions, and ourselves by our intentions.....hmm sounds a bit backwards to me


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