{"id":37426,"date":"2024-06-21T05:00:00","date_gmt":"2024-06-21T09:00:00","guid":{"rendered":"https:\/\/www.lean.org\/?p=37426"},"modified":"2024-06-20T17:35:15","modified_gmt":"2024-06-20T21:35:15","slug":"pursuing-perfection-craftsmanship-in-product-development","status":"publish","type":"post","link":"https:\/\/www.lean.org\/the-lean-post\/articles\/pursuing-perfection-craftsmanship-in-product-development\/","title":{"rendered":"Pursuing Perfection: Craftsmanship in Product Development"},"content":{"rendered":"\n<p><em>Be among the first to get the latest insights from LEI\u2019s&nbsp;<a href=\"https:\/\/www.lean.org\/lexicon-terms\/lean-product-and-process-development\/\" target=\"_blank\" rel=\"noreferrer noopener\">Lean Product and Process Development<\/a>&nbsp;(LPPD) thought leaders and practitioners. <em>This article was delivered to subscribers of&nbsp;<\/em><\/em><a href=\"https:\/\/share.hsforms.com\/1cgM78bPtQOK04fsI-K1weg48bn7\" target=\"_blank\" rel=\"noreferrer noopener\">The Design Brief<\/a><em><em>, LEI\u2019s newsletter devoted to improving organizations\u2019 innovation capability.<\/em><\/em><\/p>\n\n\n\n<div class=\"wp-block-buttons is-content-justification-center is-layout-flex wp-container-core-buttons-is-layout-1 wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/share.hsforms.com\/1cgM78bPtQOK04fsI-K1weg48bn7\" target=\"_blank\" rel=\"noreferrer noopener\">Subscribe now<\/a><\/div>\n<\/div>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Our last two&nbsp;<em>Design Briefs<\/em>&nbsp;focused on&nbsp;important&nbsp;aspects of quality.&nbsp;The&nbsp;<a href=\"https:\/\/www.lean.org\/the-lean-post\/articles\/design-brief-whatever-happened-to-quality-first\/\">first<\/a>&nbsp;was&nbsp;on improving quality in development, and the&nbsp;<a href=\"https:\/\/www.lean.org\/the-lean-post\/articles\/from-concept-to-reality\/\">second<\/a>&nbsp;addressed leveraging manufacturing know-how during development,&nbsp;to make things well. This&nbsp;<em>Design Brief&nbsp;<\/em>examines another, perhaps more elusive characteristic of quality,&nbsp;craftsmanship. We also discuss what it takes to grow the designers and engineers who can deliver it,&nbsp;and finally, the benefits for your organization.<\/p>\n\n\n\n<p>So, what do I mean by craftsmanship? You can recognize craftsmanship in products and services by the precise execution of their essential characteristics. Elimination of the superfluous and the simple elegance and seamless fit of the elements that remain. These products feel, look, sound, and at times even taste well made. They are, in short, a joy to experience. However, in a world of the disposable that values speed and novelty more than enduring excellence, they are increasingly the exception despite their exceptional value.&nbsp;<\/p>\n\n\n\n<p>Why? That\u2019s hard to say. I suspect there are several reasons unique to each organization\u2019s circumstances. Some think it doesn\u2019t apply to their business. Some are just too distracted with day-to-day survival to give it much thought. Still, others&nbsp;no doubt&nbsp;think craftsmanship is an archaic and esoteric concept that applies only to artisans and has little to do with today\u2019s technology-driven development or the designers and engineers who engage in it.&nbsp;Or perhaps they&nbsp;just&nbsp;don\u2019t think the benefit is worth the effort.&nbsp;Who am I to say they are wrong?<\/p>\n\n\n\n<p>But there are a couple of things you may still wish to consider. Product development remains an inherently creative endeavor dependent on the capabilities and motivation of skilled people. And despite the availability of similar technologies, individual organizations have significantly different outcomes in product development. There are, of course, many reasons for this. But one undeniable reason is the skills of the people involved and the way they approach their work every day.&nbsp;I believe that organizations&nbsp;that enable people to pursue mastery of&nbsp;their respective disciplines create better products, have more productive cultures, and happier people.<\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading\">There&nbsp;is&nbsp;no craftsmanship without&nbsp;craftsmen.<\/h4>\n\n\n\n<p>First, please note that I use the term craftsman in&nbsp;a completely&nbsp;gender-neutral way. Becoming a craftsman is a uniquely personal decision. It requires that you commit yourself to the continuous development of your craft. Traditionally,&nbsp;craftsmen&nbsp;developed their skills through apprenticeship to those masters of the craft who came before them.&nbsp; &nbsp;<\/p>\n\n\n\n<p>Although we typically think of apprenticeships in skilled trades, engineers and designers should&nbsp;not&nbsp;be&nbsp;afraid to embrace this paradigm.&nbsp;I have written&nbsp;before about my own&nbsp;experience as an apprentice working for a demanding German tool maker. It&nbsp;was&nbsp;difficult&nbsp;and not always pleasant \u2013- but the feeling of finally getting it right was almost intoxicating. I found the same process worked in engineering and later in leadership. The pursuit of mastery is nearly universal. For anyone considering this path, keep these principles in mind:&nbsp;&nbsp;<\/p>\n\n\n\n<ul>\n<li><strong>Find an organization that will and can support your efforts.<\/strong>&nbsp;Avoid companies that refuse to invest in their people or don\u2019t have sufficiently skilled individuals to mentor you.<\/li>\n\n\n\n<li><strong>Work in your discipline long enough to master it.<\/strong>&nbsp;Too many engineers move to other positions to improve their chances of promotion long before mastering their craft.&nbsp;In some cases, they trade the opportunity to create new value to become a bureaucrat.&nbsp;<\/li>\n\n\n\n<li><strong>Find a technical mentor.&nbsp;<\/strong>Your mentor must be someone who has done it. Someone who knows your craft better than you, who will push you, be candid with you, and support your growth.&nbsp;This&nbsp;can be&nbsp;difficult, especially when your boss does not do your job as well as you. Keep looking.<\/li>\n\n\n\n<li><strong>Engage with your work and challenge yourself.<\/strong>&nbsp;Pursue excellence, not mediocrity. Don\u2019t be satisfied with just doing your job. Don\u2019t be afraid to invest part of yourself in your work.&nbsp;&nbsp;<\/li>\n\n\n\n<li><strong>Learn to accept criticism and react appropriately.<\/strong>&nbsp;That\u2019s how you grow. Nobody likes it when someone \u201ccalls your baby ugly.\u201d&nbsp;&nbsp;When you put so much effort into something,&nbsp;it can be&nbsp;difficult&nbsp;to hear&nbsp;that what you\u2019ve done isn\u2019t good enough. Get over it. It\u2019s not personal.&nbsp;&nbsp;<\/li>\n<\/ul>\n\n\n\n<p>This journey is not easy \u2013 so be patient with yourself. Mathew Crawford sums up my thoughts well in his outstanding book&nbsp;<a href=\"https:\/\/www.amazon.com\/Shop-Class-Soulcraft-Inquiry-Value\/dp\/0143117467\"><em>Shop Class as Soul Craft<\/em><\/a>. \u201cAny discipline that deals with an authoritative, independent reality requires honesty and humility. If we fail to respond appropriately to these authoritative realities, we remain idiots. And I continue to commit acts of idiocy to this day. But less often, I think.\u201d He reminds us that objective, physical reality is an inflexible master, and both the apprentice and journeyman should approach their task&nbsp;with equal parts humility&nbsp;and tenacity.&nbsp; &nbsp;<\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading\">A culture that cultivates excellence<\/h4>\n\n\n\n<p>Craftsmen&nbsp;may be self-made, but their chances of flourishing are much better in a culture of excellence where the organization supports their growth. Organizations can dramatically improve their chances of creating a culture of excellence by investing in their people\u2019s skill development early and often. One such organization is Toyota. Jeff Liker and I documented Toyota\u2019s intense devotion to developing its engineers in both&nbsp;<a href=\"https:\/\/www.amazon.com\/Toyota-Product-Development-System-Integrating\/dp\/1563272822\"><em>The Toyota Product Development System<\/em><\/a>and&nbsp;<a href=\"https:\/\/www.lean.org\/store\/book\/designing-the-future\/\"><em>Designing the Future<\/em><\/a><em>,&nbsp;<\/em>and it&nbsp;requires far more space than is available here.&nbsp;This process, starting with \u201cthe freshman project\u201d and relying heavily on a strong journeyman\u2013apprentice relationship, along with&nbsp;about 60 technical classes each engineer must take, has contributed to its industry-leading quality, profitability, and growth for many years.<\/p>\n\n\n\n<p>Craftsmen&nbsp;also do better when they are surrounded by like-minded people.&nbsp;Today, most developers work as part of a team and operate in a larger context. Their job gets a lot more difficult when they work with people who are not committed to the same standard of excellence they are, like Robert Pirsig\u2019s \u201cchimpanzee\u201d mechanics in his book&nbsp;<a href=\"https:\/\/www.amazon.com\/s?k=Zen+and+The+Art+of+Motorcycle+Maintenance&amp;i=stripbooks&amp;ref=nb_sb_noss\" class=\"broken_link\"><em>Zen and The Art of Motorcycle Maintenance<\/em><\/a><em>.<\/em>&nbsp;These people have no connection to the work.&nbsp;No emotional or intellectual investment.&nbsp;It\u2019s just a job. Just one of these folks, especially in an influential position, can hold&nbsp;a lot of&nbsp;good people back.&nbsp;As the&nbsp;old saying goes, \u201cYou must change the people, or you must change the people.\u201d&nbsp;&nbsp;<\/p>\n\n\n\n<p>One such example goes back to my days at Ford. We had started on our improved craftsmanship journey and were at what I considered a tipping point. In the middle of&nbsp;a particularly difficult&nbsp;exchange about product standards, one very frustrated long-time Ford manager shouted, \u201cWe will not sell one more damn car because of these tougher standards!\u201d He was wrong. Improved body craftsmanship was one of the most noted improvements in our new products. But more importantly, that was not the point. The point was to set a standard of excellence \u2013 not just when it was convenient, but during our most challenging times. The manager in question took early retirement soon after, and it was like a breadth of fresh air for his organization.<\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading\">The matrix organization<\/h4>\n\n\n\n<p>A word about the much-maligned matrix organization. The&nbsp;matrix, as practiced by Toyota and others, allows&nbsp;strong functional&nbsp;organizations to develop&nbsp;craftsmen&nbsp;within each critical discipline&nbsp;while&nbsp;the horizontal program side, led by the chief engineer, harnesses this incredible capability in&nbsp;service of the customer&nbsp;and the problem to be solved. When operating at its best, the program side focuses on creating great products for your customers, while&nbsp;the functional side is responsible for creating great people capable of delivering the vision.&nbsp;&nbsp;<\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading\">The challenge \u2013 choosing excellence<\/h4>\n\n\n\n<p>This&nbsp;may be the&nbsp;toughest&nbsp;challenge we have yet leveled in a Design Brief. Not only is it difficult at an individual level, but&nbsp;creating a truly crafted product for your customer requires everyone in the organization to make this journey together. Designers, engineers, manufacturing specialists, and&nbsp;everyone engaged in the value stream must embrace the vision of excellence. And that creates massive pressure and stress for everyone \u2013- especially for leaders. It can seem so much easier to settle for mediocrity. It is a decision and commitment that&nbsp;must be made&nbsp;both&nbsp;at an individual and organizational level.<\/p>\n\n\n\n<p>But if you choose excellence and decide to&nbsp;be part of&nbsp;a team in pursuit of perfection, you will not only create truly exceptional products but also have one of your best professional experiences.&nbsp;I hope you do.<\/p>\n\n\n\n<p>In this month\u2019s Design Brief:<\/p>\n\n\n\n<ul>\n<li>Dave Leone, Senior Director of Dimensional Control, and Mark Weaver, Technical Director of Craftsmanship at GE Appliances, share how the company has transformed its product development process using digital technologies.<\/li>\n\n\n\n<li>Steve Shoemaker, a former global engineering leader at Caterpillar, explains the importance of developing and retaining highly skilled engineers.<\/li>\n\n\n\n<li>Software pioneer Robert Martin discusses the industry\u2019s challenges and how \u201csoftware craftsmanship\u201d can help solve them.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:36px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">Download the latest issue of the <em>Design Brief.<\/em> <\/h3>\n\n\n\n<div style=\"height:38px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><a href=\"https:\/\/www.lean.org\/design-brief-signup\/\" target=\"_blank\" rel=\"noreferrer noopener\"><img loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"300\" src=\"https:\/\/www.lean.org\/wp-content\/uploads\/2024\/06\/DB10-pursuing-pdf.jpg\" alt=\"\" class=\"wp-image-37433\" srcset=\"https:\/\/www.lean.org\/wp-content\/uploads\/2024\/06\/DB10-pursuing-pdf.jpg 600w, https:\/\/www.lean.org\/wp-content\/uploads\/2024\/06\/DB10-pursuing-pdf-300x150.jpg 300w, https:\/\/www.lean.org\/wp-content\/uploads\/2024\/06\/DB10-pursuing-pdf-150x75.jpg 150w, https:\/\/www.lean.org\/wp-content\/uploads\/2024\/06\/DB10-pursuing-pdf-375x188.jpg 375w, https:\/\/www.lean.org\/wp-content\/uploads\/2024\/06\/DB10-pursuing-pdf-190x95.jpg 190w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><\/a><\/figure><\/div>\n\n\n<div style=\"height:46px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n","protected":false},"excerpt":{"rendered":"<p>This month\u2019s Design Brief explores the concept of craftsmanship in design and engineering, how to cultivate it in individuals and organizations, and the benefits of pursuing excellence.<\/p>\n","protected":false},"author":23,"featured_media":37454,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_relevanssi_hide_post":"","_relevanssi_hide_content":"","_relevanssi_pin_for_all":"","_relevanssi_pin_keywords":"","_relevanssi_unpin_keywords":"","_relevanssi_related_keywords":"","_relevanssi_related_include_ids":"","_relevanssi_related_exclude_ids":"","_relevanssi_related_no_append":"","_relevanssi_related_not_related":"","_relevanssi_related_posts":"7226,13255,13207,10095,7320,7315","_relevanssi_noindex_reason":"","footnotes":""},"categories":[31],"tags":[27,29],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Design Brief \u2013 Pursuing Perfection<\/title>\n<meta name=\"description\" content=\"This article explores the concept of craftsmanship in design and engineering, how to cultivate it 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