Monday, March 26, 2007
There is an early warning indicator.
Last Tuesday's Wall Street Journal article "New Detroit Woe: Makers of Parts Won't Cut Prices" included a table of ten parts suppliers to the automotive industry. Six of the ten were in Chapter 11.
This statistic plus the countless billions of dollars lost by the Big Three in recent years is evidence of a classic case of denial. Denial that's transcended more than three decades. What can we learn from this debacle?
We can learn to spot the early warning sign of denial. If you feel compelled to lower prices you're in denial. You're not facing the reality of what's driving the competitive advantage others have over you. In the words of Steven Levitt, the author of Freakonomics, you're asking "uninspired questions."
In the case of the automotive industry, the inspired questions they weren't asking are "How do we:
- leapfrog foreign competitors' quality advantage?
- streamline the design, prototype, product cycle process and its attendant costs?
- identify other competitive advantages our foreign competitors have?
- partner with the unions to regain a competitive advantage while helping their members maintain their lifestyles?"
It's counter-intuitive, but feeling compelled to lower prices is an indicator that you're in denial. That's when you need to ask "What competitive advantages do my competitors have? What will those advantages be in the future? How do I leapfrog my competitors to regain and maintain a competitive advantage of my own?"
As evidenced by the automotive industry, lowering prices isn't the answer.
My goal is to provide information that will help you manage your business more effectively. If you're facing an unusual challenge, please email them to me at dale@furtwengler.com and I'll deal with the topic in an upcoming blog.
I have the privilege of being able to present two full day seminars and a breakout session for the national conference of the American Society for Quality. For information on this conference visit http://www.asq-stl.org/2007_Spring_Conference/asq_stl_qc07_brochure.pdf






