Brevity | Goal -2 | EM Goldratt Rate ***** 5/5
Further to his first book , the author has explained behavioral management and market in this book rather than physical constraints.
Alex is now executive VP in diversified group. He has to handle the constraints of not a single plant but conglomerates of them.. The biggest worry is that the credit rating of the UniCo continues to drop , and decision is being made to sell off the lurid performer diversified group; and concentrate at core business of UniCo.Obviously, they don't want to invest a single penny for improvement now.
Graby , the CEO is retiring next year- so , Peach and Smith are in row for his position, themselves beingexecutive CEO of two main groups.
Julie, used to be complaint wife of Alex, for not caring of family- is now a marriage counselor, and insists and help Alex very much in decision making- using the Thinking Process they learnt from Jonah, the scientist. Alex is trying to save diversified group from being sold off; tries to find out constraints out of behavioral patterns.
Don assists Alex now. Pete is the president of a small printing company, in diversified group - a barely profitable. Bob is president of I Cosmetics and Stacey as president of Pressure Stream in diversified group of UniCo.
Alex sees that reduction in price has wiped out increased sales and improvement in technology, shorter lead times are just entry fee in market.
The issue in Printing company is candy wrapper- low runners and more losses. Pete's printing presses have small set up time and give 3 times more output per hour at small scale,but lags in large quantity business of sophisticated techniques. Besides, clients are have become habitual of on time delivery and quality- and always seek low cost to pay.
Only option is left to Alex - Selling Pete's company with a profit, removing black spot on his own head, and thus new owner would not interfere in operation in that case.
Alex worries about the depreciating value of printers to peanuts. What a dubious situation: To increase Profit - ‘Close the wrapper department.’ While as the value of asset determines the ' Selling Price' .So to protect the asset value -'Keep wrapper department operational'. Don reminds him of the advantage of Pete's presses to compete at small scale, but at large scale , advantage was wiped out by the speed of the competitors.
Hilton Smyth is reiterating to sell the printer company- Alex feels bad with the idea if Hilton would become next CEO after Granby. Traumaan and Doughty are two top managers in divestment.
Julie insists him to go for cloud " Before we write them it looks as if there are infinite negatives, but when we verbalize and examine, it turns out that there are relatively few, and most of them are pitiful excuses.”
There was only 3 months to switch the ownership when Alex called his fellows for a move to examine.
Commend Bob with his I Cosmetic company - Engineering said it complete while Production said it not. Plant managers had local optima and once they shipped that too 3 months of consumption , the headache became of distribution.
Without taking the account of what shops were holding, plant launched a new product, somewhere more and somewhere much less. What Bob did that to wipe local consideration, hold the stock at the origin (plant). He made 20 regional stocks to respond quickly to shops and cut shipping cost. The size of each region's buffer was decided by local consumption and expected replenishment by shops. To avert the damage of not having stock in a region in fluctuating demand, he kept 20 days average sales in each region.
This resulted an increase in on time delivery from 30% to 90%, lowering inventories from 90 to 40 days. Also, as he replenished local stocks with full trucks- transportation cost came down.
Alex smelled a vast lacuna in Bob's distribution system. As per cost accounting , finished goods inventory is registered as raw material cost plus added value- labor cost and overheads. When the finished goods were reduced, the added values of the reduced portion turns out as LOSS.
For Bob, inventory reduced by 50% figured out easily when stocked rather spread across the country , but...... So, Cost method would count much more loss than Bob figured out. What a illusion more you don't sale, better you are.
Difficult to explain to Prospective buyer. The positives are disguised as low obsolescence and new product need not to mandate with old stock write-offs. Should Bob inflate the central stock rather than regional ti improve it ?
Now it was Pete's Printing Company turn. Because of fierce competition, the shops allured their customers with campaigns and posses large stock to reduce per unit cost- even if the risk was there to shop that a slight change in gradients (of wrapper) would obsolete entire their stock.
As Pete's presses had low set up time, they were cheaper for small scale and shops wanted low per unit cost. To sack competitors out, they devised new offer to shops. The quantities would be supplied at interval of two month, but cost would remain as per the large stock deal.
Also, Shops could cancel the deal anytime (for if any change in wrapper in future) without penalty. This saved shops many ways- They refrained from losses due to change in wrapper between the deal - low obsolescence, low risk of holding inventory and advantage of same low per unit cost.
For Pete, he could deliver fast at low cost in small scale, risk of holding inventory to him was not much, and edge over competitors.
Alex went to Europe with Brandon Traumaan and Jim Doughty , experts in selling companies- to get prospective buyers to diversified group. Pete went on to deal with the buyers for printing company.
Alex firmly believed that companies must protect the interest of employees and that managers are watching only local optima. Pete showed them his cloud technique he learnt -" This technique claims that you
should not attempt to strive for a compromise , rather examining the assumptions under the arrows in order to break the conflict.” He informed that Pete would work best with any buyer ; and persuaded Jim and Doughty to believe that with logic and intuition , one can break cause-effect cloud- what he called Current reality Tree to get the one or two -the main causes.
For the spare time, Jim and Doughty - started counting undesirable effects (UDE) , when Alex said confidently that he would be able to find out the root cause associating them via Curent Reality Tree.
While in the meeting with wheeler-dealers for the sale of Pressure Steam, they calculated the value on how much one will get on selling rather than Cost minus depreciation, and expected 100 millions USD for Stacey's company.
Before the negotiation of Bob's company, Alex explained the new distribution system of it to Traumann and Jim , hiding the impact of reduction of inventory in cost system method. But they sneaked that, and despite of loss illusion, they were forced to appreciate. On hearing Pete's Sales policy, they got more belief on Thinking Process enabled common sense based Current reality Tree. With the figured UDEs he was told to probe the root cause via clouds.
While doing so, Alex went on describing how most mangers perceive value of product based on local efforts to design i.e product cost plus reasonable margin. Prices and quantities sold are determined by market's perception of value and much less by suppliers perception of value (a clash).
Also, most of mangers believe that selling below product cost (market perception) results losses in long run. but doing so, you lose the money from the client who were buying, and still saving does NOT comes more than the amount, as you hardly cut variable cost but not at all fixed cost.
Alex proceeded- Most of mangers believe in unique, single product based price; If ‘Different market sections might have different needs,’ then ‘Different market sections might have different perceptions of value for even the same product.’
Alex explained the segmentation of market (two section of market where change in prices in one section does not affects that in other); and that imposing single price may cause customer to pay very less than his perception or very high to his reluctance.
Managers are trying to achieve local optima, by segmentation we can minimize the effect of entry of new product on existing ones. In segmented market, Orders are accepted only according to their impact
on the overall throughput and overall operating expense. Managers need to take action that increases the perception of value the market has for company product - acquire dominant competitive edge, that becomes difficult to emulate over considerable duration and sell all the capacity at full price this way.
Seeing Jim still unturned to his decision of selling the companies, Alex unveiled further-Usually we misunderstand that increased perception of values comes with "improved Product". actually it is just derieving benefit of existing product not upgrading it. Like Pete did, he concentrated to rule out the negatives of customer from core and not from UDEs. He continued-look at the UDEs of customer, look at the negative branches that can be trimmed with best option of offering. As we don't change our physical product and clients negative UDEs trimmed off , they will pay more.
Now, in order to get objective of sale capacity at full price and dominant competitive edge - Alex bashes on something called Future Reality Tree, where start with wishful thinking and via if-then communicate to objective (no UDE known).
If ‘The perception of value the market has for the company’s products is higher than the perception it has for the competitors’ products.’ -prices,’ then ‘The company increases its market share.’ Thus customers Prefer you .
To avoid being copied by competitors, use power of FRT- Negative Reservation. We cannot afford new investment, so introduce small change that brings high benefit to market addressing NOT the UDE but the core problem of market using Current reality tree.
He revealed " whenever there is a deal write all the negatives, and connect to them with if-then logic. Don’t leave them just hanging there .If you don't get way to trim the negatives. Show it to your partner without any suggestion or bias. if is able to trim it-okay for both, if not-it is not you against him rather you both against the problem- relations remain intact."
Don implemented the same method to a almost ruined deal where he did NOT start with his great offer and letting buyer to 'object', rather start (when buyer has not much trust or pretends so to reduce price) from the buyers own problem , he won't be able to object, now show them policies concerned to their problems. Then, give them FRT - negative branches - possibilities that buyer can reject the offer, small order as big order per unit cost etc. Finally, give buyer time to decide.
How did Bob stopped competitors to emulate in ICosmetics? He analyzed the large inventories possess by shops to get low per unit costs, high operation cost, huge cash pressure or debt, and shortage in spite of large inventories due to mismatch with customers' demand - these all resulting obsolescence and low profitability . The new distribution system could increase sales by 30% in long term and sales will drop due to prior stocks with shop to replenish (two months),while average order cycle was 4 -5 months.Really a tough time with two month of loss for the ongoing situation! . Seeing the lousy credit rating of UniCo and temptation to sell the companies, the long term is not permitted.
Julie reminded him what jonah said in this context -" when the injections for FTR leads to new negative effects, people should not regard the injections 'Impractical' and ignore " . With a beginning of impractical injections, Alex and Bob reached that they can merchandise to shops on consignment term, Shops didn't require to invest and they could pay back after sale. This would save them from hefty loan and pressure to buy large stocks of same product rather small consignments of many products- which in turn increased profitability. While the company would get more display space in shops and the sales should be reported to company on daily basis before next consignment (control for the company turns easier this way)- a competitive edge in market. Company had almost enough receivables to pay back to UniCo for 45 days for this initial release of finished inventories on consignment.
Seeing an example how his son tackled to purchase a costly BMW in share with his friend taking loans from his car fascinated father on the term to sell him only when it would be (loan from future buyer only) - Alex understood the edge of each company over competitors in the perception of buyers.
Printing press could be a model company to buyer -to schedule and control operations. In this way , He could get hefty amount and also no prospective buyer will interfere his model company.Stacy's pressure steam could get more than 4 times what it was getting on financials.
Alex showed to Trumann and Doughty that Bob's solution will bring profit of 18% in ICosmetics.They were impressed because waiting 3-4 months cloud give a very high price for ICosmetics, expected to deliver such a high Profit. Similar could be done with Stacey's company too.
Alex got a much required time of 4 months for Bob's and 6 weeks for Stacey's company.
In a meeting with plant managers, team Alex concluded that to increase sale at Pressure steam without investment and when customers want to pay less, could be done when they deliver directly the end product - Steam and not the machinery parts for the maintenance at their steam plant.
They went on FTR and response to prospect's need (including financial) to get this. This was above to consignment based approach. In this system, they need not to carry maintenance part to client site and can easily get all parts at own site. They introduced that they would pay penalty if fail to deliver in 24 hours -
based on the reliability they expect on concentrated maintenance part and their experts. This was really an edge over competitors who try to follow.
After the sale of Bob's company and Pete's Press (as model) - UniCo got many times more than once they had expected. Alex is reluctant to sell ICosmetics (Pressure steam) and counted three reasons.
First, They had got 438 million USD against expected 150 millions. Second, Stacy's company is core to UniCo 's business of mechanics-so there needs an internal model, a catalyst for change .And , The credit rating of UniCo is fine.
When asked of the investment plan and strategy to increase productivity, he showed his eagerness to be executive vice president of strategic planning. Granby remained silent.
Alex comes with his idea- the goal of a company is to make money not only now but future. We protect the interests of shareholders, but not of employees. So, summed up necessary conditions are
- Make money for now and in future.
-Provide a secure and satisfying environment for employees now as well as in the future.
-Provide satisfaction to the market now as well as in the future
So, goals always come with limitations. whatever of the three one chooses as goal remaining two become necessary conditions to achieve it, even though money is measured and rest two are not as a part of coincidence.
Also, don't make strategy based on a market forecast as it fluctuates. Develop a decisive competitive edge even if the company is not capable to invest for technology, make small changes to trim off market negatives.
He showed the example of Pressure-Steam, and continued -there is no absolute competitive edge that competitors would not emulate, but is just a matter of opportunity.
He blamed mangers for shortsightedness and said- Most of managers lay off employees when market drops below capacity. They should be responsible for employees security. Laying off to cut the cost and improve bottom line does not work.
Employees being insecure will not deliver best , productivity goes down further. Also, when market goes down, initially only profit goes down and not the cash reserve of company. The manger must have precautionary step to develop enough flexibility among employee - for this segment the market. Even when Even when the market naturally segments for them, a new market opens up, the idiots immediately open a new plant. They segment the resources. The exact opposite of what should be done under a sensible.
strategy. As they are flexible -when a lucrative segment is up, the company shifts their focus away from some less lucrative segments, but don't stop any segment.
Alex was offered as CEO of UniCo after Granby.