Tag Archives: Quality

Shifting the Mindset: Walter White on Quality

(special shout-out to those of you who saw the typo the 30 sec it existed!)

In college, to meet my phys ed requirement, I chose a class where I wouldn’t have to exert much physical energy: golf. Almost three decades later, I still can’t play golf, but I did learn one thing in that class that has helped me through life.

When you’re trying to reach a goal, figure out a process to help you reach that goal, then focus on the process instead of the goal. I used this approach to improve my putting. Here’s how it worked: to get the ball in the hole, don’t aim for the hole… aim for a point along the line that goes to the hole, which should be easier to hit. If your ball hits that midpoint, it’s more likely that your putt will go in.

For example, if you’re at the white dot, aim for the Red X, not the hole:

This approach centers you on the process of making the putt. Getting your mind off the pressure of the goal results in the freedom to focus on what’s most important: developing the discipline and habit that will lead to success.

Bryan Cranston, the actor who played Walter White in Breaking Bad, had a similar experience until he was in his mid-40s. Although he had landed many roles in films and television series, none were the kind of long-lived and memorable performance Cranston was aiming for. So he made a conscious effort to shift his perspective.

Author Scott Mautz, citing Cranston’s 2016 memoir, describes the process:

Early in Cranston’s career he was an auditioning machine for commercials or guest-starring roles, a bevy of high-pressure stabs that might serve as at least a step up to the big time. But he was walking into a slew of rooms where he felt he had no power. All that changed when a mentor suggested a new outlook, and it led to an honest-to-goodness six-word secret to his success.

Focus on process rather than outcome.

Suddenly, Cranston felt free. He approached each audition as not going to get something, but to give something–a performance. And giving a great performance requires staying obsessively focused on the process of preparing to be able to give a great performance. He learned that if he overly focused on the outcome (will he get that part?) it set him up for disappointment and left him yearning for validation. Focusing solely on the outcome had also kept him from taking risks as he didn’t want to give a potential gig away with a mis-step.

But this mindset shift, of falling in love with and staying laser-focused on the process, changed everything for him. Soon after he adopted it, he got the role in Malcolm in the Middle, and then the career-changing Breaking Bad starring role.

From Mautz (2019): https://www.inc.com/scott-mautz/breaking-bads-bryan-cranston-finally-achieved-success-when-he-adopted-this-powerful-6-word-mindset.html?cid=sf01001

When you have a challenging or aspirational goal in your sights, like when your organization is starting a lean transformation or digital transformation, it can seem overwhelming. The heavy feeling can actually prevent you from getting where you want to go.

The solution is to identify your intermediary goals — the ones you can achieve by developing and tuning an operational process. Let go of the aspirations, and focus on the daily work, creating the habits that will make you and your organization successful.

Agile vs. Lean: Explained by Cats

Over the past few years, Agile has gained popularity. This methodology emerged as a solution to manage projects with a number of unknown elements and to counter the typical waterfall method. Quality practitioners have observed the numerous similarities between this new framework and Lean. Some have speculated that Agile is simply the next generation’s version of Lean. These observations have posed the question: Is Agile the new Lean?  

ASQ Influential Voices Roundtable for December 2019

The short answer to this question is: NO.

The longer answer is one I’m going to have to hold back some emotions to answer. Why? I have two reasons.

Reason #1: There is No Magic Bullet

First, many managers are on a quest for the silver bullet — a methodology or a tool that they can implement on Monday, and reap benefits no later than Friday. Neither lean nor agile can make this happen. But it’s not uncommon to see organizations try this approach. A workgroup will set up a Kanban board or start doing daily stand-up meetings, and then talk about how they’re “doing agile.” Now that agile is in place, these teams have no reason to go any further.

Reason #2: There is Nothing New Under the Sun

Neither approach is “new” and neither is going away. Lean principles have been around since Toyota pioneered its production system in the 1960s and 1970s. The methods prioritized value and flow, with attention to reducing all types of waste everywhere in the organization. Agile emerged in the 1990s for software development, as a response to waterfall methods that couldn’t respond effectively to changes in customer requirements.

Agile modeling uses some lean principles: for example, why spend hours documenting flow charts in Visio, when you can just write one on a whiteboard, take a photo, and paste it into your documentation? Agile doesn’t have to be perfectly lean, though. It’s acceptable to introduce elements that might seem like waste into processes, as long as you maintain your ability to quickly respond to new information and changes required by customers. (For example, maybe you need to touch base with your customers several times a week. This extra time and effort is OK in agile if it helps you achieve your customer-facing goals.)

Both lean and agile are practices. They require discipline, time, and monitoring. Teams must continually hone their practice, and learn about each other as they learn together. There are no magic bullets.

Information plays a key role. Effective flow of information from strategy to action is important for lean because confusion (or incomplete communication) and forms of waste. Agile also emphasizes high-value information flows, but for slightly different purposes — that include promoting:

  • Rapid understanding
  • Rapid response
  • Rapid, targeted, and effective action

The difference is easier to understand if you watch a couple cat videos.

This Cat is A G I L E

From Parkour Cats: https://www.youtube.com/watch?v=iCEL-DmxaAQ

This cat is continuously scanning for information about its environment. It’s young and in shape, and it navigates its environment like a pro, whizzing from floor to ceiling. If it’s about to fall off something? No problem! This cat is A G I L E and can quickly adjust. It can easily achieve its goal of scaling any of the cat towers in this video. Agile is also about trying new things to quickly assess whether they will work. You’ll see this cat attempt to climb the wall with an open mind, and upon learning the ineffectiveness of the approach, abandoning that experiment.

This Cat is L E A N

From “How Lazy Cats Drink Water”: https://www.youtube.com/watch?v=FlVo3yUNI6E

This cat is using as LITTLE energy as possible to achieve its goal of hydration. Although this cat might be considered lazy, it is actually very intelligent, dynamically figuring out how to remove non-value-adding activity from its process at every moment. This cat is working smarter, not harder. This cat is L E A N.

Hope this has been helpful. Business posts definitely need more cat videos.

How to Become a Successful Change Leader

For this month’s Influential Voices Roundtable, the American Society for Quality (ASQ) asks: “In today’s current climate, transformation is a common term and transformative efforts are a regular occurrence. Although these efforts are common, according to Harvard Business Review two-thirds of large-scale transformation efforts fail. Research has proven that effective leadership is crucial for a change initiative to be successful.  How can an individual become a successful Change Leader?

Change is hard only because maintaining status quo is easy. Doing things even a little differently requires cognitive energy! Because most people are pretty busy, there has to be a clear payoff to invest that extra energy in changing, even if the change is simple.

Becoming a successful change leader means helping people find the reasons to invest that energy on their own. First, find the source of resistance (if there is one) and do what you can to remove it. Second, try co-creation instead of feedback to build solutions. Here’s what I mean.

Find Sources of Resistance

In 1983, information systems researcher M. Lynne Markus wanted to figure out why certain software implementations, “designed at great cost of time and money, are abandoned or excessively overhauled because they were unenthusiastically received by their intended users.” Nearly 40 years later, enterprises still occasionally run into the same issue, even though Software as a Service (SaaS) models can (to some extent) reduce this risk.

Before her research started, she found these themes associated with resistance (they will probably feel familiar to you even today):

By studying failed software implementations in finance, she uncovered three main sources for the resistance. So as a change leader, start out by figuring out if they resonate, and then apply one of the remedies on the right:

As you might imagine, this third category (the “political version of interaction theory”) is the most difficult to solve. If a new process or system threatens someone’s power or position, they are unlikely to admit it, it may be difficult to detect, and it will take some deep counseling to get to the root cause and solve it.

Co-Creation Over Feedback

Imagine this: a process in your organization is about to change, and someone comes to you with a step-by-step outline of the new proposed process. “I’d like to get your feedback on this,” he says.

That’s nice, right? Isn’t that exactly what’s needed to ensure smooth management of change? You’ll give your feedback, and then when it’s time to adopt the process, it will go great – right?

In short, NO.

For change to be smooth and effective, people have to feel like they’re part of the process of developing the solution. Although people might feel slightly more comfortable if they’re asked for their thoughts on a proposal, the resultant solution is not theirs — in fact, their feedback might not even be incorporated into it. There’s no “skin in the game.”

In contrast, think about a scenario where you get an email or an invitation to a meeting. “We need to create a new process to decide which of our leads we’ll follow up on, and evaluate whether we made the right decision. We’d like it to achieve [the following goals]. We have to deal with [X, Y and Z] boundary conditions, which we can’t change due to [some factors that are well articulated and understandable].”

You go to the meeting, and two hours later all the stakeholders in the room have co-created a solution. What’s going to happen when it’s time for that process to be implemented? That’s right — little or no resistance. Why would anyone resist a change that they thought up themselves?

Satisficing

Find the resistance, cast it out, and co-create solutions. But don’t forget the most important step: recognizing that perfection is not always perfect. (For quality professionals, this one can be kind of tough to accept at times.)

What this means is: in situations where change is needed, sometimes it’s better to adopt processes or practices that are easier or more accessible for the people who do them. Processes that are less efficient can sometimes be better than processes that are more efficient, if the difference has to do with ease of learning or ease of execution. Following these tips will help you help others take some of the pain out of change.


Markus, M. L. (1983). Power, politics, and MIS implementation.  Communications of the ACM, 26(6), 430-444. Available from http://130.18.86.27/faculty/warkentin/papers/Markus1983_CACM266_PowerPoliticsMIS.pdf

Imperfect Action is Better Than Perfect Inaction: What Harry Truman Can Teach Us About Loss Functions (with an intro to ggplot)

One of the heuristics we use at Intelex to guide decision making is former US President Truman’s advice that “imperfect action is better than perfect inaction.” What it means is — don’t wait too long to take action, because you don’t want to miss opportunities. Good advice, right?

When I share this with colleagues, I often hear a response like: “that’s dangerous!” To which my answer is “well sure, sometimes, but it can be really valuable depending on how you apply it!” The trick is: knowing how and when.

Here’s how it can be dangerous. For example, statistical process control (SPC) exists to keep us from tampering with processes — from taking imperfect action based on random variation, which will not only get us nowhere, but can exacerbate the problem we were trying to solve. The secret is to apply Truman’s heuristic based on an understanding of exactly how imperfect is OK with your organization, based on your risk appetite. And this is where loss functions can help.

Along the way, we’ll demonstrate how to do a few important things related to plotting with the ggplot package in R, gradually adding in new elements to the plot so you can see how it’s layered, including:

  • Plot a function based on its equation
  • Add text annotations to specific locations on a ggplot
  • Draw horizontal and vertical lines on a ggplot
  • Draw arrows on a ggplot
  • Add extra dots to a ggplot
  • Eliminate axis text and axis tick marks

What is a Loss Function?

A loss function quantifies how unhappy you’ll be based on the accuracy or effectiveness of a prediction or decision. In the simplest case, you control one variable (x) which leads to some cost or loss (y). For the case we’ll examine in this post, the variables are:

  • How much time and effort you put in to scoping and characterizing the problem (x); we assume that time+effort invested leads to real understanding
  • How much it will cost you (y); can be expressed in terms of direct costs (e.g. capex + opex) as well as opportunity costs or intangible costs (e.g. damage to reputation)

Here is an example of what this might look like, if you have a situation where overestimating (putting in too much x) OR underestimating (putting in too little x) are both equally bad. In this case, x=10 is the best (least costly) decision or prediction:

plot of a typical squared loss function
# describe the equation we want to plot
parabola <- function(x) ((x-10)^2)+10  

# initialize ggplot with a dummy dataset
library(ggplot)
p <- ggplot(data = data.frame(x=0), mapping = aes(x=x)) 

p + stat_function(fun=parabola) + xlim(-2,23) + ylim(-2,100) +
     xlab("x = the variable you can control") + 
     ylab("y = cost of loss ($$)")

In regression (and other techniques where you’re trying to build a model to predict a quantitative dependent variable), mean square error is a squared loss function that helps you quantify error. It captures two facts: the farther away you are from the correct answer the worse the error is — and both overestimating and underestimating is bad (which is why you square the values). Across this and related techniques, the loss function captures these characteristics:

From http://www.cs.cornell.edu/courses/cs4780/2015fa/web/lecturenotes/lecturenote10.html

Not all loss functions have that general shape. For classification, for example, the 0-1 loss function tells the story that if you get a classification wrong (x < 0) you incur all the penalty or loss (y=1), whereas if you get it right (x > 0) there is no penalty or loss (y=0):

# set up data frame of red points
d.step <- data.frame(x=c(-3,0,0,3), y=c(1,1,0,0))

# note that the loss function really extends to x=-Inf and x=+Inf
ggplot(d.step) + geom_step(mapping=aes(x=x, y=y), direction="hv") +
     geom_point(mapping=aes(x=x, y=y), color="red") + 
     xlab("y* f(x)") + ylab("Loss (Cost)") +  
     ggtitle("0-1 Loss Function for Classification")

Use the Loss Function to Make Strategic Decisions

So let’s get back to Truman’s advice. Ideally, we want to choose the x (the amount of time and effort to invest into project planning) that results in the lowest possible cost or loss. That’s the green point at the nadir of the parabola:

p + stat_function(fun=parabola) + xlim(-2,23) + ylim(-2,100) + 
     xlab("Time Spent and Information Gained (e.g. person-weeks)") + ylab("$$ COST $$") +
     annotate(geom="text", x=10, y=5, label="Some Effort, Lowest Cost!!", color="darkgreen") +
     geom_point(aes(x=10, y=10), colour="darkgreen")

Costs get higher as we move up the x-axis:

p + stat_function(fun=parabola) + xlim(-2,23) + ylim(-2,100) + 
     xlab("Time Spent and Information Gained (e.g. person-weeks)") + ylab("$$ COST $$") +
     annotate(geom="text", x=10, y=5, label="Some Effort, Lowest Cost!!", color="darkgreen") +
     geom_point(aes(x=10, y=10), colour="darkgreen") +
     annotate(geom="text", x=0, y=100, label="$$$$$", color="green") +
     annotate(geom="text", x=0, y=75, label="$$$$", color="green") +
     annotate(geom="text", x=0, y=50, label="$$$", color="green") +
     annotate(geom="text", x=0, y=25, label="$$", color="green") +
     annotate(geom="text", x=0, y=0, label="$ 0", color="green")

And time+effort grows as we move along the x-axis (we might spend minutes on a problem at the left of the plot, or weeks to years by the time we get to the right hand side):

p + stat_function(fun=parabola) + xlim(-2,23) + ylim(-2,100) + 
     xlab("Time Spent and Information Gained (e.g. person-weeks)") + ylab("$$ COST $$") +
     annotate(geom="text", x=10, y=5, label="Some Effort, Lowest Cost!!", color="darkgreen") +
     geom_point(aes(x=10, y=10), colour="darkgreen") +
     annotate(geom="text", x=0, y=100, label="$$$$$", color="green") +
     annotate(geom="text", x=0, y=75, label="$$$$", color="green") +
     annotate(geom="text", x=0, y=50, label="$$$", color="green") +
     annotate(geom="text", x=0, y=25, label="$$", color="green") +
     annotate(geom="text", x=0, y=0, label="$ 0", color="green") +
     annotate(geom="text", x=2, y=0, label="minutes\nof effort", size=3) +
     annotate(geom="text", x=20, y=0, label="months\nof effort", size=3)

Planning too Little = Planning too Much = Costly

What this means is — if we don’t plan, or we plan just a little bit, we incur high costs. We might make the wrong decision! Or miss critical opportunities! But if we plan too much — we’re going to spend too much time, money, and/or effort compared to the benefit of the solution we provide.


p + stat_function(fun=parabola) + xlim(-2,23) + ylim(-2,100) + 
     xlab("Time Spent and Information Gained (e.g. person-weeks)") + ylab("$$ COST $$") +
     annotate(geom="text", x=10, y=5, label="Some Effort, Lowest Cost!!", color="darkgreen") +
     geom_point(aes(x=10, y=10), colour="darkgreen") +
     annotate(geom="text", x=0, y=100, label="$$$$$", color="green") +
     annotate(geom="text", x=0, y=75, label="$$$$", color="green") +
     annotate(geom="text", x=0, y=50, label="$$$", color="green") +
     annotate(geom="text", x=0, y=25, label="$$", color="green") +
     annotate(geom="text", x=0, y=0, label="$ 0", color="green") +
     annotate(geom="text", x=2, y=0, label="minutes\nof effort", size=3) +
     annotate(geom="text", x=20, y=0, label="months\nof effort", size=3) +
     annotate(geom="text",x=3, y=85, label="Little (or no) Planning\nHIGH COST", color="red") +
     annotate(geom="text", x=18, y=85, label="Paralysis by Planning\nHIGH COST", color="red") +
     geom_vline(xintercept=0, linetype="dotted") + geom_hline(yintercept=0, linetype="dotted")

The trick is to FIND THAT CRITICAL LEVEL OF TIME and EFFORT invested to gain information and understanding about your problem… and then if you’re going to err, make sure you err towards the left — if you’re going to make a mistake, make the mistake that costs less and takes less time to make:

arrow.x <- c(10, 10, 10, 10)
arrow.y <- c(35, 50, 65, 80)
arrow.x.end <- c(6, 6, 6, 6)
arrow.y.end <- arrow.y
d <- data.frame(arrow.x, arrow.y, arrow.x.end, arrow.y.end)

p + stat_function(fun=parabola) + xlim(-2,23) + ylim(-2,100) + 
     xlab("Time Spent and Information Gained (e.g. person-weeks)") + ylab("$$ COST $$") +
     annotate(geom="text", x=10, y=5, label="Some Effort, Lowest Cost!!", color="darkgreen") +
     geom_point(aes(x=10, y=10), colour="darkgreen") +
     annotate(geom="text", x=0, y=100, label="$$$$$", color="green") +
     annotate(geom="text", x=0, y=75, label="$$$$", color="green") +
     annotate(geom="text", x=0, y=50, label="$$$", color="green") +
     annotate(geom="text", x=0, y=25, label="$$", color="green") +
     annotate(geom="text", x=0, y=0, label="$ 0", color="green") +
     annotate(geom="text", x=2, y=0, label="minutes\nof effort", size=3) +
     annotate(geom="text", x=20, y=0, label="months\nof effort", size=3) +
     annotate(geom="text",x=3, y=85, label="Little (or no) Planning\nHIGH COST", color="red") +
     annotate(geom="text", x=18, y=85, label="Paralysis by Planning\nHIGH COST", color="red") +
     geom_vline(xintercept=0, linetype="dotted") + 
     geom_hline(yintercept=0, linetype="dotted") +
     geom_vline(xintercept=10) +
     geom_segment(data=d, mapping=aes(x=arrow.x, y=arrow.y, xend=arrow.x.end, yend=arrow.y.end),
     arrow=arrow(), color="blue", size=2) +
     annotate(geom="text", x=8, y=95, size=2.3, color="blue",
     label="we prefer to be\non this side of the\nloss function")

Moral of the Story

The moral of the story is… imperfect action can be expensive, but perfect action is ALWAYS expensive. Spend less to make mistakes and learn from them, if you can! This is one of the value drivers for agile methodologies… agile practices can help improve communication and coordination so that the loss function is minimized.

## FULL CODE FOR THE COMPLETELY ANNOTATED CHART ##
# If you change the equation for the parabola, annotations may shift and be in the wrong place.
parabola <- function(x) ((x-10)^2)+10

my.title <- expression(paste("Imperfect Action Can Be Expensive. But Perfect Action is ", italic("Always"), " Expensive."))

arrow.x <- c(10, 10, 10, 10)
arrow.y <- c(35, 50, 65, 80)
arrow.x.end <- c(6, 6, 6, 6)
arrow.y.end <- arrow.y
d <- data.frame(arrow.x, arrow.y, arrow.x.end, arrow.y.end)

p + stat_function(fun=parabola) + xlim(-2,23) + ylim(-2,100) + 
     xlab("Time Spent and Information Gained (e.g. person-weeks)") + ylab("$$ COST $$") +
     annotate(geom="text", x=10, y=5, label="Some Effort, Lowest Cost!!", color="darkgreen") +
     geom_point(aes(x=10, y=10), colour="darkgreen") +
     annotate(geom="text", x=0, y=100, label="$$$$$", color="green") +
     annotate(geom="text", x=0, y=75, label="$$$$", color="green") +
     annotate(geom="text", x=0, y=50, label="$$$", color="green") +
     annotate(geom="text", x=0, y=25, label="$$", color="green") +
     annotate(geom="text", x=0, y=0, label="$ 0", color="green") +
     annotate(geom="text", x=2, y=0, label="minutes\nof effort", size=3) +
     annotate(geom="text", x=20, y=0, label="months\nof effort", size=3) +
     annotate(geom="text",x=3, y=85, label="Little (or no) Planning\nHIGH COST", color="red") +
     annotate(geom="text", x=18, y=85, label="Paralysis by Planning\nHIGH COST", color="red") +
     geom_vline(xintercept=0, linetype="dotted") + 
     geom_hline(yintercept=0, linetype="dotted") +
     geom_vline(xintercept=10) +
     geom_segment(data=d, mapping=aes(x=arrow.x, y=arrow.y, xend=arrow.x.end, yend=arrow.y.end),
     arrow=arrow(), color="blue", size=2) +
     annotate(geom="text", x=8, y=95, size=2.3, color="blue",
     label="we prefer to be\non this side of the\nloss function") +
     ggtitle(my.title) +
     theme(axis.text.x=element_blank(), axis.ticks.x=element_blank(),
     axis.text.y=element_blank(), axis.ticks.y=element_blank()) 

Now sometimes you need to make this investment! (Think nuclear power plants, or constructing aircraft carriers or submarines.) Don’t get caught up in getting your planning investment perfectly optimized — but do be aware of the trade-offs, and go into the decision deliberately, based on the risk level (and regulatory nature) of your industry, and your company’s risk appetite.

Make Strategic Alignment Actionable with Baldrige

It can be difficult to focus on strategy when your organization has to comply with standards and regulations. Tracking and auditing can be tedious! If you’re a medical device manufacturer, you may need to maintain ISO 13485 compliance to participate in the supply chain. At the same time, you’ve got to meet all the requirements of 21 CFR 820. You’ve also got to remember other regulations that govern production and postmarket. (To read more about the challenges, check out Wienholt’s 2016 post.) There’s a lot to keep track of!

But strategy is important. Alignment is even more important! And in my opinion, the easiest way to improve alignment and get “Big Q” quality is to use the Baldrige Excellence Framework. It was developed by the Baldrige Performance Excellence Program, and is administered by NIST.

In Is Good, Good Enough for You? Taking the Next Step After ISO 9001:2015, former Baldrige Program Executive Director Harry Hertz outlines similarities and differences between ISO 9001:2015 and Baldrige. After examining complements, Harry shows how Baldrige helps organizations grow beyond the conformance mindset:

I have not shared all the commonalities of or differences between ISO 9001:2015 and the Baldrige Excellence Framework. Instead, I have tried to show the organizational possibilities of building on conformity assessment to establish a holistic approach for achieving excellence in every dimension of organizational performance today, with a look to the strategic imperatives and opportunities for the future. Baldrige helps an organization take this journey with a focus on process (55% of the scoring rubric) and results (45% of the rubric), recognizing that great processes are only valuable if they yield the complete set of results that lead to organizational sustainability… I encourage organizations that have not gone beyond conformity to take the next step in securing your future.

Read More Here! –>

The Achilles Heel of Customer Journey Mapping

Journeying through western Wyoming in August 2011. Image Credit: me.

Achilles was that guy in Greek mythology whose mother, when he was born, wanted to protect him soooo much that she held him by the heel and dipped him in the power-giving waters of the River Styx — making him bullet proof (and much more; no bullets then), except at the heel, because for some reason she didn’t think about just dunking him a few inches deeper. Maybe she didn’t want to get her hand wet? Who knows. (In the research literature this is called perverse unintended consequences — it happens in business too. You try to make an improvement or protect against a particular hazard and oops, you made it worse.)

Customer Journey Maps (CJM)

I’ve been reading a lot about the Customer Journey Maps (CJM) technique used in marketing (see Folstad & Kvale (2018) for a fantastic and comprehensive review). It formalizes the very good suggestion that when you’re trying to figure out how to engage with prospects, you should put yourself in their shoes. Empathize with them. Figure out what they need, and when they need it. Then, identify how your company can not only meet them there — but connect with them in a compelling way.

CJM also goes beyond conceptual modeling. For example, Harbich et al (2017) uses Markov models to predict the most likely path and timing of a customer’s journey. Bernard & Andritsos (2018) mine actual customer journeys from sales force automation systems and use them in a Monte Carlo like way to uncover patterns. There’s even a patent on one method for mining journey data.

Benefits of Journey Maps

Annette Franz says that “done right, maps help companies in many ways, including to…

  • Understand experiences.
  • Design [new] experiences.
  • Implement and activate new experiences.
  • Communicate and share experiences.
  • Align the organization… get executive commitment for the customer experience (CX) strategy, get organizational adoption of the customer-centric focus, provide a line of sight to the customer for employees, and help employees understand how they impact the experience.”

But like Achilles, Customer Journey Mapping has a vulnerable spot that can wipe out all its potential benefits. (Fortunately, success lies in the way your organization wields the tool… so there’s a remedy.)

The Achilles Heel of CJM

Here’s the problem: creating a journey map does indeed ensure that you focus on the customer, but does not ensure that you’re focusing on that customer’s experience. Diagnosing Voice of the Customer (VoC) is hard [long explanation; shorter explanation], and there are tons of ways to do it! Through journey mapping, you may accidentally be focusing on your company’s experience of that customer throughout the stages of the journey. 

Diagnosing the Symptoms

How can you tell? Here’s a non-exhaustive list of ways to diagnose the symptoms, based on recent research and observing companies who do this since about 2009 (please add in the comments if you’ve observed any other ones):

  • Do you ever hear “How can we move the customer from [this stage] to [the next stage]?”
  • … or “How do we get more customers to join us [at this stage of the journey]?”
  • … or maybe “How can we get customers to [take this action] [at this stage of the journey]?”
  • Does your customer journey address differences in customer personas, or do you have a one-size-fits-all map? Rosenbaum et al (2016) says “We contend that most customer journey maps are critically flawed. They assume all customers of a particular organization experience the same organizational touchpoints and view these touchpoints as equally important.”
  • Do you systematically gather, analyze, and interpret data about what your current customers are experiencing, or do you just kind of guess or rely on your “experience”? (Hint: subconscious biases are always in play, and you’ll never know they’re there because they are subconscious).
  • Do you systematically gather, analyze, and interpret data about what your prospects would benefit from experiencing with/through you, or do you just kind of guess or rely on your “experience”?
  • Do you focus on ease of use over utility? (Just like perfect is the enemy of perfectly OK, easy can be the enemy of possible if you’re not careful. This often shows up in the journey mapping process.)

Like I mentioned earlier, this is definitely not a comprehensive list.

The Solution

What’s the solution? ASK. Ask your customer what they need. Find out about their pain points. Ask them what would make it easier for them to do their job. Finally, ask them if you’re getting it right! And even though I said “customer” — I do mean you should ask more than one of them, because needs and interests vary from person to person and industry to industry. Just interacting with one customer isn’t going to cut it.

Ask early, ask often! (As people learn and evolve, their needs change.)

Improving the Method

How can we improve the quality of customer journey mapping? Share your insights and lessons learned! CJM is a promising technique for helping organizations align around empathetic value propositions, but just like agile methods, it’s got to be applied strategically and deliberately… and then checked on a continuous basis to make sure the map is in tune with reality.

Improve Writing Quality with Speaking & Storyboarding

For a decade, I supervised undergrads and grad students as they were completing writing projects: term papers, semester projects, and of course — capstone projects and thesis work. Today, I’m responsible for editing the work of (and mentoring) junior colleagues. The main lesson I’ve learned over this time is: writing is really hard for most people. So I’m here to help you.

Me, Reviewing Someone Else’s Work

If I had a dollar for every time this scenario happened, I’d… well, you get my point:

ME (reading their “final draft”): [Voice in Head] Huh? Wow, that sentence is long. OK, start it again. I don’t understand what they’re saying. What are they trying to say? This doesn’t make any sense. It could mean… no, that’s not it. Maybe they mean… nope, that can’t be it.

ME: So this sentence here, the one that says “Start by commutating and telling the story of what the purpose of the company’s quality management software is, the implementation plans and the impact to the current state of quality roles and responsibilities for everyone involved.”

THEM (laughing): Oh! Commutating isn’t a word. I meant communicating.

ME: Have you tried reading this sentence out loud?

THEM (still laughing, trying to read it): Yeah, that doesn’t really make sense.

ME: What were you trying to say?

THEM: I was trying to say “Start by explaining how quality management software will impact everyone’s roles and responsibilities.”

ME: Well, why don’t you say that?

THEM: You mean I can just say that? Don’t I need to make it sound good?

ME: You did just make it sound good when you said what you were trying to say.

What Just Happened?

By trying to “make it sound good” — it’s more likely that you’ll mess it up. People think speaking and writing are two different practices, but when you write, it’s really important that when you speak it out loud, it sounds like you’re a human talking to another human. If you wouldn’t say what you wrote to someone in your target audience in exactly the way that you wrote it, then you need to revise it to something you would say.

Why? Because people read text using the voice in their heads. It’s a speaking voice! So give it good, easy, flowing sentences to speak to itself with.

What Can You Do?

Here are two ways you can start improving your writing today:

  1. Read your writing out loud (preferably to someone else who’s not familiar with your topic, or a collaborator). If it doesn’t sound right, it’s not right.
  2. Use a storyboard. (What does that mean?)

There are many storyboard templates available online, but the storyboard attached to this post is geared towards developing the skills needed for technical writing. (That is, writing where it’s important to support your statements with citations that can be validated.) Not only does citing sources add credibility, but it also gives your reader more material to read if they want to go deeper.

Storyboarding

The process is simple: start by outlining your main message. That means:

  1. Figure out meaningful section headers that are meaningful on their own.
  2. Within each section, write a complete phrase or sentence to describe the main point of each paragraph or small group of paragraphs
  3. For each phrase or sentence that forms your story, cut and paste material from your references that supports your point, and list the citation (I prefer APA style) so you don’t forget it.
  4. Read the list of section headers and main points out loud. If this story, spoken, hangs together and is logical and complete — there’s a good chance your fully written story will as well.

Not all elements of your story need citations, but many of them will.

Next Steps

When the storyboard is complete, what should you do next? Sometimes, I hand it to a collaborator to flesh it out. Other times, I’ll put it aside for a few days or weeks, and then pick it up later when my mind is fresh. Whatever approach you use, this will help you organize your thoughts and citations, and help you form a story line that’s complete and understandable. Hope this helps get you started!

STORYBOARD (BLANK)

STORYBOARD (PARTIALLY FILLED IN)

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