TECHNICAL COMMUNICATION  AS AN AGENT OF GROWTH   A Presentation By:  Udit Chaudhuri   First presented:  Learning Session o...
THE IMPACT OF  TECHNICAL DOCUMENTATION   Bird Hit Simulator – a Story
Bird Hit Simulator – a Story  Bird hits are a major threat to all aircraft. The FAA or Federal Aviation Authority in the U...
Bird Hit Simulator – a Story A railway authority testing a new locomotive model learned of this superb device. They borrow...
Bird Hit Simulator – a Story <ul><li>“ Use a thawed chicken.”  </li></ul><ul><li>Moral of the story: </li></ul><ul><li>Com...
CLASSIC SUCCESSES   <ul><li>SKF in bearings </li></ul><ul><li>Carl Mahr, Fowler, Mitutoyo in metrology  </li></ul><ul><li>...
CLASSIC SUCCESSES <ul><li>Full range, therefore reach to all user types </li></ul><ul><li>Wide distribution of literature ...
PC REVOLUTION  <ul><li>APPLE – “ takes the fear out of computing ”  </li></ul><ul><li>MS WINDOWS – emphasis on GUIs, visua...
PC REVOLUTION <ul><li>The product and user  </li></ul><ul><li>“ speak” to each other.  </li></ul>
CORE STRATEGY <ul><li>Target oriented specialisation - of product, service, technology  … line of business </li></ul><ul><...
TC’S WEAPON <ul><li>Key words:  </li></ul><ul><li>Simple Application  </li></ul><ul><li>Mass appeal  </li></ul><ul><li>SAM...
MARKETING STRATEGY <ul><li>Components:  </li></ul><ul><li>Entry strategy  </li></ul><ul><li>Consolidation strategy </li></ul>
POSITIONING ELEMENTS <ul><li>“ Who am I?”  </li></ul><ul><li>“ What do I do?”  </li></ul><ul><li>“ For whom?”  </li></ul><...
POSITIONING EFFECTS <ul><li>IBM Vs GE – computers </li></ul><ul><li>IBM reached more customers, even with GE’s better tech...
UNDERSTANDING GROWTH
GROWTH MODELS <ul><li>Capacity expansion  </li></ul><ul><ul><li>“ De-bottle-necking”   </li></ul></ul>Feeder Technology Do...
GROWTH MODELS <ul><li>Capacity expansion  </li></ul><ul><ul><li>Enhancement, line extension, syndication / co-operation   ...
GROWTH MODELS <ul><li>Forward integration </li></ul>Phase - 1 Raw Materials Phase - 2 Intermediate Products Phase - 3 Fini...
GROWTH MODELS <ul><li>Reverse integration  </li></ul>Phase   - 1 Finished   Products Phase - 2 Critical Intermediates Phas...
GROWTH OF MARKETS <ul><li>Technology Adaption Life Cycle </li></ul>Time Market  size Early  Adopters/ Innovators Visionari...
GROWTH OF MARKETS <ul><li>TALC –stages “What am I selling?”   </li></ul><ul><li>Technology   - to the enthusiast & innovat...
CHALLENGE TO TC <ul><li>To mould each communication  </li></ul><ul><li>about the technology, breakthrough, product and the...
CHALLENGE TO TC <ul><li>…  to navigate the technology company along the TALC </li></ul>
GROWTH & POWER <ul><li>All systems of growth strike an equilibrium with power </li></ul><ul><li>EKS is the core science of...
GROWTH & POWER <ul><li>Efficient growth needs tackling of the“Minimum deficit factor” </li></ul>The “most burning problem”...
GROWTH & POWER <ul><li>Growth of a system is its  </li></ul><ul><li>process of integrating  </li></ul><ul><li>with the env...
GROWTH & POWER <ul><li>Power to overcome bottlenecks, deficiencies  </li></ul><ul><li>Power to sustain growth  </li></ul><...
BASIC LAWS <ul><li>Advance not broadly, but pointedly  </li></ul><ul><li>Don’t be a nomad – settle down  </li></ul><ul><li...
“ TENSION” <ul><li>“ Tension” – relationship between minimum factor and the company – analogous to electrical </li></ul>Se...
PROBLEM <ul><li>Process  - what does it do? </li></ul><ul><li>Structure – what is made of? </li></ul>A B C C A B
HIERARCHY <ul><li>Energy strategy </li></ul><ul><li>Power problems </li></ul><ul><li>Psychological problems </li></ul><ul>...
GENERATION OF POWER <ul><li>Power   </li></ul>Performance Dependence Power
PINCER GRIP CONCEPT  Power Performance Dependence
TENSION BALANCE SHEET <ul><li>Tension Balance Sheet – 4 parts  </li></ul><ul><ul><li>Conventional Balance Sheet, P&L A/c <...
TENSION BALANCE SHEET <ul><li>Compared to conventional balance sheet: </li></ul><ul><li>Monitors development of all partic...
9 PHASE GROWTH SPIRAL <ul><li>Some know-how:  </li></ul><ul><li>A cycle  </li></ul><ul><li>of nine steps  </li></ul><ul><l...
9 PHASE GROWTH SPIRAL <ul><li>Profile your activities, capabilities, priorities, … </li></ul>Market Research Product Devel...
9 PHASE GROWTH SPIRAL <ul><li>Pick the special qualities – relatively </li></ul>Market Research Product Development Commun...
9 PHASE GROWTH SPIRAL <ul><li>Identify most burning issues that this profile can address – your  suitability profile </li>...
9 PHASE GROWTH SPIRAL <ul><li>From the problem to the target group – who needs this suitability? </li></ul>All Logistics c...
9 PHASE GROWTH SPIRAL <ul><li>Identify target prospects – enthusiasts, visionaries, pragmatists, conservatives …  who buys...
9 PHASE GROWTH SPIRAL <ul><li>Possibilities within the target group, elimination  </li></ul>All Logistics cells Call centr...
9 PHASE GROWTH SPIRAL <ul><li>Profiling within selected segments  </li></ul>Creative databases Media mgt systems Multimedi...
9 PHASE GROWTH SPIRAL <ul><li>Differentiation of the target group  </li></ul>Ad agencies Studios Customer satisfaction:
9 PHASE GROWTH SPIRAL <ul><li>The “central knot” – cybernetically most effective point  </li></ul>Lead time slippage Colle...
9 PHASE GROWTH SPIRAL <ul><li>Set long term targets and review all earlier steps “constant life task”  </li></ul><ul><li>G...
9 PHASE GROWTH SPIRAL <ul><li>Essence of the growth strategy:  </li></ul><ul><li>Define, re-define  your  Suitability </li...
REFERENCES <ul><li>Wolfgang Mewes Verlag (EKS)  - Methodology Chart & Checklists Manual  - Various references & study mate...
THANK  YOU   Udit  Chaudhuri PIP COMMUNICATIONS  Strategic Solutions UNIKA  ENTERPRISES   eNabling Growth http://unika.fre...
Upcoming SlideShare
Loading in …5
×

Growth by Communication - Lessons in strategy

513 views

Published on

Published in: Education, Technology
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
513
On SlideShare
0
From Embeds
0
Number of Embeds
4
Actions
Shares
0
Downloads
10
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide
  • Friends. You have done me an honour by inviting me to present our profession of technical communications as an agent of growth. I would like to thank all of you for being present and evincing interest in this subject.
  • I begin with an anecdote that was printed in a TC-Forum publication few years ago, very much a case in point. As you know, bird hits are quite a safety issue in aviation. The FAA or Federal Aviation Authority devised a simple, yet ingenious device to test aircraft for fitness against this. A calibrated catapult was used, to propel a packed chicken on to the windscreen of a stationary aircraft. Notably, the device came with a comprehensive manual that very clearly instructed how to simulate bird hits and aircraft speeds ranging to 500 - 600 miles an hour, possibly by setting the weight of the chicken and the pull-force of the catapult. It was very effective in preventing accidents and won good praises. One of the railway authorities testing a new locomotive model, learned of this superb device and borrowed it, so as to guarantee this new locomotive’s safety even though all trains are much more sturdy and much slower. The inspector hence decided to test the windscreen for impact at 300 miles, well below the maximum. So he loaded the chicken and catapulted it - to find in horror - that it smashed the windscreen, punched through the driver’s back-rest and jammed itself into a control panel further behind, after breaking some instruments. The authorities re-checked and found no answer. Mystified, they sent a report to the concerned FAA official, who, obviously quite embarrassed, sent a one line clarification: “ Use a thawed chicken” Suppose this was a commercial situation, you can imagine what it would have done to the catapult manufacturer’s business! This should convince anyone doubting the impact – in real and physical terms – of technical documentation on the growth prospects of a business.
  • These are companies whose catalogues are bible to their users. The SKF catalogue is even referred by
  • Growth by Communication - Lessons in strategy

    1. 1. TECHNICAL COMMUNICATION AS AN AGENT OF GROWTH A Presentation By: Udit Chaudhuri First presented: Learning Session of the Society of Technical Communicators Mumbai, 24 th August, 2002.
    2. 2. THE IMPACT OF TECHNICAL DOCUMENTATION Bird Hit Simulator – a Story
    3. 3. Bird Hit Simulator – a Story Bird hits are a major threat to all aircraft. The FAA or Federal Aviation Authority in the US devised a simple, yet ingenious device to test aircraft for fitness against these. A calibrated catapult was used, to propel a packed chicken on to the windscreen of a stationary aircraft. Notably, the device came with an instruction manual that very clearly instructed how to simulate bird hits at various aircraft speeds, as high as 500-600 miles an hour. This catapult was very effective in preventing accidents and won good praise.
    4. 4. Bird Hit Simulator – a Story A railway authority testing a new locomotive model learned of this superb device. They borrowed it, so as to guarantee this new locomotive’s safety, even though all trains are much more sturdy and much slower. This team hence decided to test the windscreen for impact at 300 miles, well below the maximum. Much to their horror, the chicken smashed the windscreen, punched through the driver’s back-rest and jammed itself into a panel further behind, after breaking some instruments. The authorities checked, re-checked and found no answer. Mystified, they sent a report to the concerned FAA official, and quickly received a one-line reply …
    5. 5. Bird Hit Simulator – a Story <ul><li>“ Use a thawed chicken.” </li></ul><ul><li>Moral of the story: </li></ul><ul><li>Communication is vital to a technology’s success </li></ul>
    6. 6. CLASSIC SUCCESSES <ul><li>SKF in bearings </li></ul><ul><li>Carl Mahr, Fowler, Mitutoyo in metrology </li></ul><ul><li>D-M-E, Fasco in mould bases & components </li></ul><ul><li>Omron, Autonics, Eagle, Veedor Root in controls </li></ul><ul><li>AEG-NGEF in LT motors </li></ul><ul><li>Classic catalogues - built global brands </li></ul>
    7. 7. CLASSIC SUCCESSES <ul><li>Full range, therefore reach to all user types </li></ul><ul><li>Wide distribution of literature </li></ul><ul><li>Logical product classification </li></ul><ul><li>Standardisation </li></ul><ul><li>Selection by user application </li></ul><ul><li>Clear-cut differentiation </li></ul><ul><li>Effective marketing via communication </li></ul>
    8. 8. PC REVOLUTION <ul><li>APPLE – “ takes the fear out of computing ” </li></ul><ul><li>MS WINDOWS – emphasis on GUIs, visuals, simplified usage </li></ul><ul><li>LINUX - performance, reliability, economy, open source … </li></ul><ul><li>User experience builds reputation </li></ul>
    9. 9. PC REVOLUTION <ul><li>The product and user </li></ul><ul><li>“ speak” to each other. </li></ul>
    10. 10. CORE STRATEGY <ul><li>Target oriented specialisation - of product, service, technology … line of business </li></ul><ul><li>Information strategy – audience, content </li></ul><ul><li>Integrate with environment * </li></ul><ul><li>* e.g. Govt, promoters, bankers buyers, users … </li></ul>
    11. 11. TC’S WEAPON <ul><li>Key words: </li></ul><ul><li>Simple Application </li></ul><ul><li>Mass appeal </li></ul><ul><li>SAM – letter, mailer, brochure, ad, … </li></ul>
    12. 12. MARKETING STRATEGY <ul><li>Components: </li></ul><ul><li>Entry strategy </li></ul><ul><li>Consolidation strategy </li></ul>
    13. 13. POSITIONING ELEMENTS <ul><li>“ Who am I?” </li></ul><ul><li>“ What do I do?” </li></ul><ul><li>“ For whom?” </li></ul><ul><li>“ Why me?” </li></ul>
    14. 14. POSITIONING EFFECTS <ul><li>IBM Vs GE – computers </li></ul><ul><li>IBM reached more customers, even with GE’s better technology </li></ul><ul><li>IBM Vs XEROX - computers Xerox lead office equipment market, but could not enter computer market </li></ul><ul><li>XEROX Vs KODAK - copiers Kodak retained lead in studio equipment, but not in copiers </li></ul><ul><li>Altair Vs Apple – small computers Altair was first in market, but Apple was “visible” as first </li></ul>
    15. 15. UNDERSTANDING GROWTH
    16. 16. GROWTH MODELS <ul><li>Capacity expansion </li></ul><ul><ul><li>“ De-bottle-necking” </li></ul></ul>Feeder Technology Downstream Portfolio size Core Servicing
    17. 17. GROWTH MODELS <ul><li>Capacity expansion </li></ul><ul><ul><li>Enhancement, line extension, syndication / co-operation </li></ul></ul>Line - 3 Esteem AX Line - 2 Esteem VX Line – 1 Esteem AX
    18. 18. GROWTH MODELS <ul><li>Forward integration </li></ul>Phase - 1 Raw Materials Phase - 2 Intermediate Products Phase - 3 Finished Products
    19. 19. GROWTH MODELS <ul><li>Reverse integration </li></ul>Phase - 1 Finished Products Phase - 2 Critical Intermediates Phase - 3 Core Raw Material
    20. 20. GROWTH OF MARKETS <ul><li>Technology Adaption Life Cycle </li></ul>Time Market size Early Adopters/ Innovators Visionaries Pragmatists Conservatives End of Life
    21. 21. GROWTH OF MARKETS <ul><li>TALC –stages “What am I selling?” </li></ul><ul><li>Technology - to the enthusiast & innovator </li></ul><ul><li>Killer app - to the visionary </li></ul><ul><li>Whole product – to the pragmatist </li></ul><ul><li>Company - to the conservative </li></ul>
    22. 22. CHALLENGE TO TC <ul><li>To mould each communication </li></ul><ul><li>about the technology, breakthrough, product and the company in step with its maturity in the market. Thus, … </li></ul>
    23. 23. CHALLENGE TO TC <ul><li>… to navigate the technology company along the TALC </li></ul>
    24. 24. GROWTH & POWER <ul><li>All systems of growth strike an equilibrium with power </li></ul><ul><li>EKS is the core science of growth – Wolfgang Mewes </li></ul><ul><li>Major European groups e.g. ABB, DAF, IBM (Germany) use EKS </li></ul><ul><li>A number of IT solutions for growth management, including ERP and EWI systems, use EKS </li></ul>
    25. 25. GROWTH & POWER <ul><li>Efficient growth needs tackling of the“Minimum deficit factor” </li></ul>The “most burning problem” shifts cyclically … Mewes drew this N-P-K analogy from Leibig’s study of plants Potassium Phosphorus Nitrogen
    26. 26. GROWTH & POWER <ul><li>Growth of a system is its </li></ul><ul><li>process of integrating </li></ul><ul><li>with the environment </li></ul>
    27. 27. GROWTH & POWER <ul><li>Power to overcome bottlenecks, deficiencies </li></ul><ul><li>Power to sustain growth </li></ul><ul><li>Power to resist overgrowth </li></ul><ul><li>Power = Harmony with environment </li></ul>
    28. 28. BASIC LAWS <ul><li>Advance not broadly, but pointedly </li></ul><ul><li>Don’t be a nomad – settle down </li></ul><ul><li>Don’t go towards the large crowd – move into the gap between others </li></ul><ul><li>Advance not towards breadth and perfection but towards more central problems and interrelationships </li></ul><ul><li>EKS is an integration strategy, not conflict strategy </li></ul>
    29. 29. “ TENSION” <ul><li>“ Tension” – relationship between minimum factor and the company – analogous to electrical </li></ul>Self-organisation + Energy to resolve - Problem area Tension
    30. 30. PROBLEM <ul><li>Process - what does it do? </li></ul><ul><li>Structure – what is made of? </li></ul>A B C C A B
    31. 31. HIERARCHY <ul><li>Energy strategy </li></ul><ul><li>Power problems </li></ul><ul><li>Psychological problems </li></ul><ul><li>Informational problems </li></ul><ul><li>Financial problems </li></ul><ul><li>Economic problems </li></ul><ul><li>Technical problems </li></ul><ul><li>Material problems </li></ul>
    32. 32. GENERATION OF POWER <ul><li>Power </li></ul>Performance Dependence Power
    33. 33. PINCER GRIP CONCEPT Power Performance Dependence
    34. 34. TENSION BALANCE SHEET <ul><li>Tension Balance Sheet – 4 parts </li></ul><ul><ul><li>Conventional Balance Sheet, P&L A/c </li></ul></ul><ul><ul><li>Most essential changes in figures - trends etc </li></ul></ul><ul><ul><li>Shortages, dependencies, attractiveness, tangible and intangible gains … tensions </li></ul></ul><ul><ul><li>Analysis of the minimum factor or greatest bottleneck </li></ul></ul>
    35. 35. TENSION BALANCE SHEET <ul><li>Compared to conventional balance sheet: </li></ul><ul><li>Monitors development of all participating factors, not only capital </li></ul><ul><li>Directs attention and research to the cybernetically most effective point or central knot . Several trends thus become visible </li></ul><ul><li>Over & above material & financial changes, it monitors mental, emotional and tension conditions </li></ul>
    36. 36. 9 PHASE GROWTH SPIRAL <ul><li>Some know-how: </li></ul><ul><li>A cycle </li></ul><ul><li>of nine steps </li></ul><ul><li>in growth </li></ul>
    37. 37. 9 PHASE GROWTH SPIRAL <ul><li>Profile your activities, capabilities, priorities, … </li></ul>Market Research Product Development Communications Sales Logistics Customer Support
    38. 38. 9 PHASE GROWTH SPIRAL <ul><li>Pick the special qualities – relatively </li></ul>Market Research Product Development Communications
    39. 39. 9 PHASE GROWTH SPIRAL <ul><li>Identify most burning issues that this profile can address – your suitability profile </li></ul>Tailor-made solutions Supply-chain mgt Multimedia
    40. 40. 9 PHASE GROWTH SPIRAL <ul><li>From the problem to the target group – who needs this suitability? </li></ul>All Logistics cells Call centres Studios Pharma companies Ad agencies
    41. 41. 9 PHASE GROWTH SPIRAL <ul><li>Identify target prospects – enthusiasts, visionaries, pragmatists, conservatives … who buys? </li></ul><ul><li>Identify mode of communication </li></ul><ul><li>Reach out – “Simple Application, Mass Appeal” SAM </li></ul><ul><li>Evaluate feedback, resources, etc </li></ul><ul><li>FIRE ALL YOUR SAMs! </li></ul>
    42. 42. 9 PHASE GROWTH SPIRAL <ul><li>Possibilities within the target group, elimination </li></ul>All Logistics cells Call centres Studios Pharma companies Ad agencies
    43. 43. 9 PHASE GROWTH SPIRAL <ul><li>Profiling within selected segments </li></ul>Creative databases Media mgt systems Multimedia presentations Ad agencies, studios:
    44. 44. 9 PHASE GROWTH SPIRAL <ul><li>Differentiation of the target group </li></ul>Ad agencies Studios Customer satisfaction:
    45. 45. 9 PHASE GROWTH SPIRAL <ul><li>The “central knot” – cybernetically most effective point </li></ul>Lead time slippage Collections on time Client responses Ad agency bottlenecks:
    46. 46. 9 PHASE GROWTH SPIRAL <ul><li>Set long term targets and review all earlier steps “constant life task” </li></ul><ul><li>Goal </li></ul><ul><li>Vision </li></ul><ul><li>Societal obligations </li></ul>
    47. 47. 9 PHASE GROWTH SPIRAL <ul><li>Essence of the growth strategy: </li></ul><ul><li>Define, re-define your Suitability </li></ul><ul><li>Determine basic direction </li></ul><ul><li>Initiate contact with target market/s </li></ul><ul><li>Market analysis – size, segments, feedback … </li></ul><ul><li>Determine ‘basic task’ - thrust area </li></ul><ul><li>Identify bottlenecks, ‘tensions’ , evaluate them </li></ul><ul><li>Prioritise using NPK analogy … “central knot” </li></ul><ul><li>Sharpen focus, differentiate </li></ul><ul><li>Review & repeat above, for long term growth </li></ul>
    48. 48. REFERENCES <ul><li>Wolfgang Mewes Verlag (EKS) - Methodology Chart & Checklists Manual - Various references & study materials </li></ul><ul><li>Al Ries & John Trout - Positioning – The Battle For Your Mind - Immutable Laws of Marketing </li></ul><ul><li>Geoffrey Moore - Crossing The Chasm </li></ul>
    49. 49. THANK YOU Udit Chaudhuri PIP COMMUNICATIONS Strategic Solutions UNIKA ENTERPRISES eNabling Growth http://unika.freehomepage.com 6, Roop Kala 128, West Avenue Santacruz West Mumbai 400054 INDIA Tel: +91-22-26045595 e-mail: [email_address]

    ×