Slogans are not business ideas

Slogans are not business ideas

Whenever you enter or leave train stations in various places, it is not difficult to see slogans with the words "on time", "speed up", "safety", "service" and so on. , hung high in the station hall or on the overpass of the platform, but trains are still often delayed. It turns out that those slogans of "quality service" and "arrival on time" should not be taken seriously. So why did the railway authorities have the original intention to carry out such publicity? Further promotion, can the "management slogan" be regarded as the "business philosophy" that guides the operation of the enterprise?

In recent years, companies have been affected by popular trends and have put forward their own concepts, "factory mottos", etc. These business concepts cover a wide range of things, and you can often see the following: "customer satisfaction, quality, Innovation, R&D, teamwork, integrity, service, efficiency, diligence, steadfastness, integrity..." etc.

The original intention of proposing these business concepts is of course good. Some of them are often what the managers think the value or spirit of the company is, and may be refined from the company's vision, tasks or missions, strategies, etc., after careful internal collective thinking and discussion, and then from top to bottom, to all employees. Inform customers. But once the business concept is formulated, it seems that the work is done. As long as the gold-lettered signboard is hung shining brightly in the company's lobby and reception room, or printed on the company's exquisite introduction brochure, everything can be realized naturally towards the concept.

Under normal circumstances, we can give such a description of the relationship between things: "If A, then B", we can also be more detailed and give more details about the connection between A and B. Detailed information: "If A, then B, because..." The advantage of doing this is to expose some implicit assumptions, clarify the intermediate process, and grasp the ins and outs of things.

An example is as follows: A company is determined to reduce the scrap rate from 9% to 5%. Someone proposed to use spiritual encouragement to post slogans in the factory and workshops: "Work smart rather than hard." ", "Do it well instead of doing it", etc. Let's do a logical analysis first:

"If we need to reduce the scrap rate from 9% to 5%;

And The workers noticed the slogan 'Work skillfully rather than hard';

And the workers noticed the slogan 'Do it well instead of doing it'.

Then, the scrap rate of the product is can be reduced from 9% to 5%".

Have you also begun to doubt the adequacy of the conditions in "if"? Obviously, to make the conditions sufficient, it is necessary to add "...and the product qualification rate is linked to workers' wages", "...and the quality responsibility is implemented to the people", "...and The quality inspection department is granted full rights", "...Moreover, senior corporate decision-makers can consistently invest people, money, and materials to ensure product quality"... Once these many conditions are not met or perfect, then It will be as shown in the following example:

A company engaged in manufacturing has been committed to improving quality in recent years and actively followed the trend of applying for ISO9000 certification. Its management slogan clearly indicates the quality policy, such as " Quality first, customer satisfaction", etc., and the quality inspection department has been instructed to strengthen inspection of finished products to ensure that the quality of the products meets customer requirements. During a certain quality inspection, the quality inspection department found that a batch of finished products that were about to be shipped had Due to quality issues, the products did not meet the inspection standards, and the production department was required to make repairs before shipment was allowed. However, the production department still had many orders to rush and could not send people to rework, and the production management department had promised the sales department to ship the goods to customers before the end of the month. The inspection department insisted on not releasing the goods for the sake of quality, and the production management department believed that they were justified in order to fulfill their promise to ship the goods as scheduled. They quarreled and had to ask the factory director for instructions. After the factory director learned about the actual situation, he was in a dilemma: The quality must be good and the delivery date must be accurate, but I can't make a decision, so I reported it to the general manager for instructions on how to deal with it. After listening to the report, the general manager asked how much the goods cost, and the subordinate replied that it was 5 million yuan. The general manager then asked how far this month's turnover was from the target. The subordinate replied that it was 3 million yuan. The general manager then instructed: "Ship! "─ No matter whether this batch of goods is later returned by the customer due to quality problems, the general manager is really concerned about performance. The sign hanging at the entrance of the company reads: "Quality first, meet customer requirements", it is just Beautiful decoration.

This company's quality policy became a dead letter under the "wise" instructions of the general manager.

It is obvious that a business philosophy with good intentions may end up being an empty and lifeless slogan. How could it be like this - because many employees, based on experience, believe that the boss, business owner, operator or senior executive is just talking. If he himself is not serious, why should employees take it seriously?

The business philosophy and slogan are of course consistent and complementary at first glance. However, the actual gap is as big as clouds and soil, and the effects and motivations produced are also completely different. The reason why there is such a big difference is often that the people who say it are only responsible for posting these slogans, but they have no determination to persist, implement, and sincerely support them, or they just talk about it and shout about it. Take the ISO9000 quality certification as an example. What it emphasizes is: "Speaking, writing, and doing in unison." However, even after obtaining certification, how many companies still only stop at "speaking" (publicity) and "writing" (regulations), leaving behind "Doing" (implemented at every level of work) seems to be still a long way away.