Summary: Anything that helps us in the Value Line is called a Value Creator. Let’s look at the Value Line again first, before going on to Value Creators.
The Value Line for anything that gives value looks exactly the same.
Identify Value – Create Value – Communicate Value (targeted exposure level) – Communicate Value (effectiveness) – Deliver Value – Support Value – Monitor and Measure Value – Sustain Value
The Company Value Line is every single thing your business owns, does and knows. Every product or brand has its own Product Value Line that uses the Company Value Line. This Company Value Line either aids or inhibits these Product Value Lines, and likewise Product Value Lines can aid each other as well. Some companies are able to run many product Value Lines from their Company Value Line, others only run one. In either case, a Value Line is a continual line, as you can see by the sustain value part at its end, which leads once more to identifying value again.
In plain English the Company Value Line means -
- Find out where you can help people do things better and how (identify)
- Actually make the solutions (create)
- Tell the right number of the right people, in the right way, all about it (communicate)
- Get what they want to them (deliver)
- Help them with any problems (support)
- Deliver what you promised and ask people what they thought of what they got and how we can improve it (monitor/measure)
- Continual improvement by beginning again! (sustain)
So
Identify Value (Find out where there is value to me made) – Create Value (think about what value we are going to make, how, and make it) – Communicate Value (tell enough people what we have made in the right way) – Deliver Value (everything we do to get the value to the customer) – Support Value (help them with the value) – Monitor and Measure Value (see what people think) – Sustain Value (continual improvement by beginning again)
Any work that does contribute to The Value Line is called “muda”. This is Japanese for worthless, and is the opposite of value.
Muda can be of course be working on things of little Value – or working of things of Value… but where any of the following occur -
- Overproduction
- Waiting (time on hand)
- Unnecessary transport or conveyance
- Over processing or incorrect processing
- Excess inventory
- Unnecessary movement
- Defects
- Unused employee creativity
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