Surprise!  We all use Six Sigma

Surprise! We all use Six Sigma

This article is part of a series of articles written by MBA students and graduates from the University of New Hampshire Peter T. Paul College of Business and Economics.

Corey Ducharme is Green Belt Certified in Six Sigma.  He has a BA in Business and is currently in the MBA program at the University of New Hampshire.  He has consulted at major corporations including Johnson & Johnson, Universal Studios, Sony Pictures, Oklahoma Oil & Gas, and Suncor as a management consultant at D&A Management.  He can be reached via e-mail

We all use Six Sigma problem solving whether we know it or not

How do humans tend to solve problems?  Consciously or unconsciously humans use a four-step method that is defined as:

Table 1: Traditional Problem Solving Process

traditional problem solving process

In the above example, the root cause is identified – exercise and eating less equals losing weight – and verified.  The conventional wisdom is proven true and there is little need to consider a more robust or analytical method.  Most humans solve their day-to-day issues in this manner whether consciously or unconsciously.  My root-cause analysis in this case (I exercise and eat less) is verified by the fact that I lost ten pounds and sustainable until my goal is achieved. (Losing 20 pounds).

Six Sigma Problem Solving six sigma

What if the root-cause lies outside of conventional wisdom or is difficult to determine?

These needle-in-a-haystack problems – due to limited business resources – cause businesses to lose revenue and lead to process failures, poor quality, and poor customer service.  These types of problems are at the heart of Six Sigma Problem Solving and are a way to find the needle-in-the-haystack.

The Six Sigma methodology is based on the DMAIC process and using our weight loss example we begin to see the similarities between the two methods.

  • Define Phase: What is the problem and set the end goal.
  • Measure Phase: What is the current state?
  • Analyze Phase: 1. Develop cause-and-effect analysis of problem.   What are the real causes and prove cause and effect links.
  • Improve Phase: Action
  • Control Phase: 1. Verify improvement and 2. Sustainability

What differs between the phases of conventional and Six Sigma problem solving begins in the Analyze Phase.  Six Sigma methodology demands the proof of cause be determined before a clear course of action is taken.  The proof of cause must be data-driven as root-cause analysis is at the core of Six Sigma problem solving.  It is also the reason that the Analyze phase is divided into the development of cause-effects and proof of cause-effect links.

The second difference is in the fifth phase.  In the Traditional problem-solving methodology, verification comes in the form of losing weight.  I can prove it by weighing myself.  In Six Sigma problem solving, a two-step process is needed.  Verification is essential (Did I improve?) and if so, a plan to sustain our gains is created.  This is not necessary in a Traditional methodology because our cause-effect is proven (exercise/eat less = weight loss); however, in the Six Sigma methodology our cause-effect must be tested and verified.

The Linguistics of Six Sigma: Y=f(X)

To speak in the language of Six Sigma, we need to change ‘problem’ with ‘Y’ and ‘cause’ with ‘X’.  The Y is the output and the X(s) are any inputs that are involved in producing the output.  In other words, the Y = 100% customer satisfaction and X(s) are the variables that affect the level of customer satisfaction. For more, click the following link: Y=f(X).

Using Six Sigma linguistics and the DMAIC process, we can combine the Traditional problem solving steps in Table 1 and we see that our four-step process has become a more robust seven-step process.   We can now use DMAIC to ask ourselves the most essential question:

If our root-cause analysis is discovered and proven true, then can the problem be solved or reduced by controlling or removing the cause(s)?

Table 2:  DMAIC Problem Solving

DMAIC Problem Solving

Real World Example: Boeing

Boeing’s Six Sigma team in Everett, WA discovered that root cause analysis is often like finding a needle-in-a-haystack, especially for the maker of the world’s largest commercial twin-engine airplane with millions of components.  (To read the entire story, click the following link: Problem-solving approach helps team pinpoint solution).  Boeing discovered that recirculating air fans were being rejected during production, costing Boeing money in waste, removal, testing, and cost of replacing the component.

Boeing assembled a cross-functional ‘detective squad’ that included employees from Engineering, Quality, Manufacturing, Supply Management, Procurement, and their supplier Hamilton Sundstrand who began the problem-solving techniques of the DMAIC process by examining data from the fans and beginning root-cause analysis.

This analysis determined that Foreign Object Debris (FOD) damaged the fans and the test tools.  Job done, right?  Not according to Kent Kuiper, Six Sigma expert at Boeing, the team had to dig deeper.  “For example,” he said, “when we found that FOD was a problem and determined the source for it, removing the FOD and replacing the fan wasn’t going to get us where we needed to go.  We had to figure out a way to keep the FOD from happening again.”

Further inspection led the team to discover failures in ductwork caps and plastic sheeting – two items ironically intended to prevent FOD damage and two electrical issues.  One failure of improperly modified test equipment and the second issue related to crimping procedures in manufacturing process that improved connections in the fans.  The results?  Although the FOD in the fans was the main X, the results were clear.  “After 18 fan failures in two years, we went four and a half months without a rejection,” said Max Limb, a supplier field service representative.  “We haven’t completely eliminated the rejections, but we’re close.”

“Our team has become well-versed in the concept of Six Sigma,” said Valerie Feiberti, Supply Management and Procurement Director of the Lean Promotion Team.  “We feel very strongly that it provides a way to correct production-related problems and proactively design-in quality.”

Summary

The DMAIC methodology is essentially a series of common sense questions to determine root-cause analysis, identification of X(s), elimination of problems, and maintaining of gains.  The DMAIC process asks the following questions:

  • Define: What is the Y that is performing poorly?
  • Measure: What is Y’s current performance?
  • Analyze: What are the X(s)? Are they real?
  • Improve: How can X(s) be controlled/eliminated?
  • Control: How can X(s) be controlled to sustain gains in Y?

Six Sigma problem solving is the data-driven representation of the conscious or unconscious thinking we use to solve problems in our lives and can be used to solve may needle-in-a-haystack problems that vex businesses.

Improve your marketing ROI through inbound marketing

Improve your marketing ROI through inbound marketing

inbound marketing

Inbound marketing costs less than outbound marketing. And it works.

The internet has empowered customers.  It has provided customers with new methods for finding and researching companies.  It has also provided customers with new methods for finding, researching, and buying products.

The internet has changed marketing from a one way street to a two way street.

Customers no longer rely solely on TV/newspaper/magazine ads, billboards, direct mail, email, banner ads, and other traditional outbound marketing channels to learn about new products. These methods are now viewed as too intrusive, especially among younger consumers who regularly tune out the tactics.

Customers want to find YOU (not the other way around)

A study conducted by the Corporate Executive Board’s (CEB) Marketing Leadership Council found that the average customer progresses nearly 60 percent of the way through the purchase decision-making process before engaging with a sales rep.  How are they able to do this?  By going online.  Customers are using websites, blogs, and social media.

study by Pardot found that 72 percent of B2B buyers begin their research with Google.  Other starting points for research: personal networks (15.58%), Yahoo (5.53%), Bing (2.76%), LinkedIn (2.51%) and social networks (2.01%).

What is inbound marketing?

Inbound marketing focuses on consumers finding you.

Inbound marketing meets your customers and prospects where they are, with the information for which they are looking, and at the right moment.  Inbound marketing provides value, builds trust and authority, which ultimately result in increased leads and higher conversion rates.

The components of inbound marketing are pretty simple: Create and distribute fresh, relevant, targeted content specifically designed to reach a target audience.

Strategies include:

  • Social media marketing
  • Blogging and content marketing
  • Podcasts
  • White papers
  • ebooks
  • Infographics
  • Search engine optimization (SEO)
  • Case studies

What is outbound marketing?

In contrast, outbound marketing focuses on paying to broadcast your message to find consumers who will listen to you.

Outbound marketing is a value-driven numbers game.  The more banner ads, print ads, and direct mailings you pay for, the more people see your product, and the more sales you’ll make.  However, it is costly.  Outbound marketing costs 38% more than inbound marketing.  The average cost per lead using outbound marketing is $373.  The average cost per lead using inbound marketing is $143.

Outbound marketing strategies include:

  • Print ads
  • TV ads
  • Banner ads
  • Telemarketing
  • Cold calling
  • Press releases
  • Trade shows
  • Email marketing
  • Direct mail

Inbound marketing makes sense

Inbound marketing just makes sense.  It is a proven methodology and it costs less.  Isn’t it time to meet your customers where they are?  Get online.  Create content. Distribute content. Engage with customers. Optimize your website.

Fronetics Strategic Advisors is a management consulting firm focused on strategy and inbound marketing.  When it comes to inbound marketing we take a different approach than other firms.  This is because of our business experience and background.  We know ROI is important, so our approach is data driven and produces results.

We understand that developing and implementing an inbound marketing strategy can seem daunting.  We are here to help.  We are happy to take a few minutes and look at your current strategy and give you ideas on how to start, or suggestions on what you can do to make your current strategy more successful.  We are also happy to talk with you about what we can do.

We’d love to talk with you about how you can grow your business through inbound marketing.






Improve your marketing ROI through inbound marketing

Improve your marketing ROI through inbound marketing

inbound marketing

Inbound marketing costs less than outbound marketing. And it works.

The internet has empowered customers.  It has provided customers with new methods for finding and researching companies.  It has also provided customers with new methods for finding, researching, and buying products.

The internet has changed marketing from a one way street to a two way street.

Customers no longer rely solely on TV/newspaper/magazine ads, billboards, direct mail, email, banner ads, and other traditional outbound marketing channels to learn about new products. These methods are now viewed as too intrusive, especially among younger consumers who regularly tune out the tactics.

Customers want to find YOU (not the other way around)

A study conducted by the Corporate Executive Board’s (CEB) Marketing Leadership Council found that the average customer progresses nearly 60 percent of the way through the purchase decision-making process before engaging with a sales rep.  How are they able to do this?  By going online.  Customers are using websites, blogs, and social media.

study by Pardot found that 72 percent of B2B buyers begin their research with Google.  Other starting points for research: personal networks (15.58%), Yahoo (5.53%), Bing (2.76%), LinkedIn (2.51%) and social networks (2.01%).

What is inbound marketing?

Inbound marketing focuses on consumers finding you.

Inbound marketing meets your customers and prospects where they are, with the information for which they are looking, and at the right moment.  Inbound marketing provides value, builds trust and authority, which ultimately result in increased leads and higher conversion rates.

The components of inbound marketing are pretty simple: Create and distribute fresh, relevant, targeted content specifically designed to reach a target audience.

Strategies include:

  • Social media marketing
  • Blogging and content marketing
  • Podcasts
  • White papers
  • ebooks
  • Infographics
  • Search engine optimization (SEO)
  • Case studies

What is outbound marketing?

In contrast, outbound marketing focuses on paying to broadcast your message to find consumers who will listen to you.

Outbound marketing is a value-driven numbers game.  The more banner ads, print ads, and direct mailings you pay for, the more people see your product, and the more sales you’ll make.  However, it is costly.  Outbound marketing costs 38% more than inbound marketing.  The average cost per lead using outbound marketing is $373.  The average cost per lead using inbound marketing is $143.

Outbound marketing strategies include:

  • Print ads
  • TV ads
  • Banner ads
  • Telemarketing
  • Cold calling
  • Press releases
  • Trade shows
  • Email marketing
  • Direct mail

Inbound marketing makes sense

Inbound marketing just makes sense.  It is a proven methodology and it costs less.  Isn’t it time to meet your customers where they are?  Get online.  Create content. Distribute content. Engage with customers. Optimize your website.

Fronetics Strategic Advisors is a management consulting firm focused on strategy and inbound marketing.  When it comes to inbound marketing we take a different approach than other firms.  This is because of our business experience and background.  We know ROI is important, so our approach is data driven and produces results.

We understand that developing and implementing an inbound marketing strategy can seem daunting.  We are here to help.  We are happy to take a few minutes and look at your current strategy and give you ideas on how to start, or suggestions on what you can do to make your current strategy more successful.  We are also happy to talk with you about what we can do.

We’d love to talk with you about how you can grow your business through inbound marketing.






How companies within the manufacturing, logistics, and supply chain industries can increase their B2B visibility on LinkedIn

How companies within the manufacturing, logistics, and supply chain industries can increase their B2B visibility on LinkedIn

how to increase B2B visibility on LinkedInI wrote a guest blog for freight logistics company Cerasis in October which discussed how companies within the manufacturing, supply chain, logistics, and industrial industries can increase their B2B visibility on LinkedIn.

The catalyst for writing the blog were results from a recent survey focused on the supply chain and logistics industry.  58% of respondents rated LinkedIn as “very impactful,” and 37% rated LinkedIn as “somewhat impactful.”  At the same time, respondents reported challenges associated with strategy (33%) and a lack of understanding about the application of social media (24%).

Leveraging LinkedIn

There are over 3 million LinkedIn company pages.  Being present on LinkedIn is critical, but is not enough.  To maximize your LinkedIn presence you need to take steps to increase your B2B visibility.  Here’s how:

  1. Create a compelling company page

Your company page is an extension of your company.  Make sure that the page is compelling, informative, and presents your company as a leader within the industry.

  1. Be active

In addition to keeping your company page up-to-date, you need to be active on LinkedIn on a daily basis.  LinkedIn groups are great.  Actively participating in LinkedIn groups will allow your company to: 1) gain business and market intelligence; 2) introduce you to new, interesting, and relevant topics; 3) help you increase brand awareness; and 4) position your company as an industry leader.

  1. Distribute content

If you want your content to be seen you need to get it out there; you need to distribute your content.  Distribute your content and curated content via your company page and (when relevant) within the LinkedIn groups to which you belong.

  1. Employee engagement

Your employees are your brand ambassadors.  Empower your employees to be active within LinkedIn groups as representatives of your company.  Encourage employees to share your content and industry content with their connections.  Additionally, encourage employees to share open positions with their LinkedIn connections, and to identify great talent within their network.

  1. Prospect for leads

LinkedIn is an effective prospecting tool.  Use LinkedIn to prospect for leads and to build your sales pipeline.

  1. Optimize your profile

Every employee is a reflection of the company.  Encourage employees to optimize their personal LinkedIn profiles.

  1. Don’t be annoying

You will fail if you take a “me, me, me attitude.”  Constantly self-promoting is bad for business.

If your company is not using LinkedIn you are missing out on opportunities and revenue.

How companies within the manufacturing, logistics, and supply chain industries can increase their B2B visibility on LinkedIn

How companies within the manufacturing, logistics, and supply chain industries can increase their B2B visibility on LinkedIn

how to increase B2B visibility on LinkedInI wrote a guest blog for freight logistics company Cerasis in October which discussed how companies within the manufacturing, supply chain, logistics, and industrial industries can increase their B2B visibility on LinkedIn.

The catalyst for writing the blog were results from a recent survey focused on the supply chain and logistics industry.  58% of respondents rated LinkedIn as “very impactful,” and 37% rated LinkedIn as “somewhat impactful.”  At the same time, respondents reported challenges associated with strategy (33%) and a lack of understanding about the application of social media (24%).

Leveraging LinkedIn

There are over 3 million LinkedIn company pages.  Being present on LinkedIn is critical, but is not enough.  To maximize your LinkedIn presence you need to take steps to increase your B2B visibility.  Here’s how:

  1. Create a compelling company page

Your company page is an extension of your company.  Make sure that the page is compelling, informative, and presents your company as a leader within the industry.

  1. Be active

In addition to keeping your company page up-to-date, you need to be active on LinkedIn on a daily basis.  LinkedIn groups are great.  Actively participating in LinkedIn groups will allow your company to: 1) gain business and market intelligence; 2) introduce you to new, interesting, and relevant topics; 3) help you increase brand awareness; and 4) position your company as an industry leader.

  1. Distribute content

If you want your content to be seen you need to get it out there; you need to distribute your content.  Distribute your content and curated content via your company page and (when relevant) within the LinkedIn groups to which you belong.

  1. Employee engagement

Your employees are your brand ambassadors.  Empower your employees to be active within LinkedIn groups as representatives of your company.  Encourage employees to share your content and industry content with their connections.  Additionally, encourage employees to share open positions with their LinkedIn connections, and to identify great talent within their network.

  1. Prospect for leads

LinkedIn is an effective prospecting tool.  Use LinkedIn to prospect for leads and to build your sales pipeline.

  1. Optimize your profile

Every employee is a reflection of the company.  Encourage employees to optimize their personal LinkedIn profiles.

  1. Don’t be annoying

You will fail if you take a “me, me, me attitude.”  Constantly self-promoting is bad for business.

If your company is not using LinkedIn you are missing out on opportunities and revenue.