In every process you've got quality, cost, and time. The quality of what you're making or doing if it's a service, the cost of the
process, and the time it takes. And by the way, time isn't the hours spent doing the work, because that's cost. It's the lead time.
How long customers have to wait after placing an order. And time could also be on time delivery, although that's usually a function
of variability which is more likely to be to do with quality. If things vary each time you do them, maybe having to be done twice,
then your on time delivery will be affected. So really when you boil it down, you've got quality, cost, and time at the root of your
processes. And the problem is that you can't have all three. You can get your costs down by reducing your quality. Higher quality usually
takes longer to produce. Or less obviously, it costs you more to produce things quicker, and I'll explain that in a minute. Many organizations
haven't really thought this through. They want to deliver great quality at a low price, and as soon as the customer wants it. And often
this is what's promised to the customer by the sales guys or by the advertising campaign. And the plan is to deliver it by either putting
lots of pressure on the workforce, maybe even shouting at them, or by putting one person in charge of each thing. A quality manager,
an operations manager, a sales manager, and a finance manager, and letting them fight it out. The risk with this is that you might
get a sub-optimal mix. Whoever is strongest will win. Or you'll end up with a lukewarm mixture of quality, cost, and time, when maybe
the type of market that you're in means that you should be going for maximum quality or maximum speed of delivery and making a conscious,
realistic decision to be less good at the other two factors. Generally in most markets there's been a trend from cost to quality and
then to time. Until maybe the '50s, it was all about being the cheapest. And then quality became an issue. Just think about Japanese
cars and how they went from cheap to high quality. And now that everything's well made, the low-quality producers have mostly gone
bust. The focus is mostly on time. However, the Chinese have maybe moved the emphasis back to cost since they can produce things so
incredibly cheaply because of their lower wage cost and their economies of scale. And another reason why cost is a focus at the moment
is that the internet has made shopping around on price so easy. But this could be short term. There is research that shows that in
the end its the high quality producers, think German cars or Apple laptops, that slowly build market share and make more profit per
unit. So they make the most profit in the end. In the next section I'm going to show you why this might be true by looking at the relationship
between quality, cost, and therefore profit. And we'll come back to lead times later. But first, maybe it would be interesting to think
about your organization or your market. How cost sensitive is it, and would you do better to be focusing on low costs and prices or
high quality or rapid delivery times? What are your competitors doing? And should you be changing your overall strategy do you think?