Today, manufacturers are as responsible for their company’s product information as they are for the physical product. But, as many know, the manufacturing of physical goods is often more efficient and lean than the production of the accompanying product information. The creation of product information is mostly a chaotic and inefficient process, with enormous potential for improvement. This inefficiency in the product information management process is equally valid for managing data and digital assets, creating bundles and kits, and merchandising, publishing and syndication. The cost of the content creation chaos is enormous, and it is time to do something about it.
The lean way out of chaos
Chaotic and unstructured ways of working can cause waste in all sorts of production processes. This waste can increase production cost, cause a loss in sales, and be detrimental to the quality of the end-product. Lean production is a tool used by businesses to streamline manufacturing and production processes. Lean Six Sigma defines waste as any step or action in a process that is not required to complete it successfully; these steps are called “Non-Value-Adding.”
When all waste is removed, only the steps that are necessary to deliver a satisfactory product or service to the customer remain in the process; these steps are called “Value-Adding.” Removing actions that do not add value is, of course, common sense. Lean Six Sigma just provides some useful methods to do it in a structured way and to help refine the processes over time.
TIMWOODS for product information creation
Lean Six Sigma defines eight (7+1) primary types of waste in a process, and there is an acronym—“TIM WOODS”—to help us remember them. Nevertheless, the way that the types of waste are defined in Lean Six Sigma are not entirely applicable to the creation of product information, so we need to redefine the types of waste, so they better fit the creation of product information, rather than the production of physical products or services.
Let's look at TIM WOODS with our PIM glasses on:
The content creation factory
To make product content creation and distribution as efficient as all other production and logistics processes requires that we start looking at product content creation in the same way that we do with all other production. We need to build an efficient content creation factory combined with stellar information logistics. Looking at Lean Six Sigma can be one of many starting points to build an efficient content creation factory.
It is unwise to leap a chasm in two bounds; starting small is always advisable. However, every company that wants to win the battle of the customer must start now. Start with the people in the organization, define an efficient process, and procure the right tools. Lean Six Sigma aims to make the work simple enough to understand, execute, and manage. Having simplicity as a top priority will help you design a reliable, predictable, and repeatable process. Good luck in your endeavors to build your product content factory!
Johan Boström, Co-founder and Evangelist, inRiver