Serving Customers or Making Cars?

A great article from Dan Miller's 48 Days Newsletter....

There seems to be a subtle shift that takes place in the history of most businesses. Let's say Barney was a cave man who made great wagons. But there are only 20 people who live in his known world so as soon as he makes 20 wagons he's out of business. If he can't imagine using his skills for anything but wagon-making we might then see him sneaking around at night burning the wagons to rekindle demand. Or the town witch doctor knows he would not be needed if everyone were healthy. So he creates illnesses to keep his patients coming back rather than attempting to help them find ultimate health.

Now fast forward to 2008 in America same deal. We have auto manufacturers who can't risk making a car that really lasts they need 5-year obsolescence. Parts that wear out and systems that malfunction are a necessary component of keeping the machine of making cars in place. It would be self-defeating to make a car that semi-permanently met the customer's needs. You have to hope the customer doesn't stay happy with their purchase for too long.

Do you really think we aren't smart enough to make a lightbulb that would last essentially forever? But what would that do to the sales of lightbulbs?

What if a counselor or chiropractor really helped every client they saw? Got them to a point of healthy functioning on their own? How would he/she pay the mortgage the next month? Keeping people dependent on their services may become more important than seeing them get better.

If you realize your work is more dependent on keeping a system in place than on meeting the real needs of your customers, you are indeed vulnerable. Real estate developers, publishing houses, record labels, auto manufacturing and investment firms are all suffering in their attempts to keep systems in place rather than responding to the changes in demand of the marketplace.

What we need are new ways to engage our creative skills; not government support to allow us to keep doing what no longer works.

I happen to be a car enthusiast, but I think it's a joke that someone decided we needed new models every calendar year? My primary car is a 1991 Mercedes 500SL it's 18 years old! It looks great, has great styling and is fun to drive. I'd love to see a 5-year car where nothing changed for at least 5 years, or even 10. Can you imagine the streamlining of parts and service, and the reduced waste from excessive manufacturing?

Now what are you doing in your work or business to make sure you are serving your customer's needs, even if those needs change?