1st Edition

The Innovative Lean Machine Synchronizing People, Branding, and Strategy to Win in the Marketplace

By Anthony Sgroi, Jr. Copyright 2015
    264 Pages 104 B/W Illustrations
    by Productivity Press

    In order for an organization to thrive in a competitive business environment, its strategy, people, and branding must be fully optimized. The Innovative Lean Machine: Synchronizing People, Branding, and Strategy to Win in the Marketplace explains how to use Lean principles and visual tools to maximize these core components in any business.

    The book demystifies theory with examples of the various visual tools any organization can rely on during the idea generation, product development, and branding processes. Filled with easy-to-follow graphics, charts, and tables, the text provides a simple, yet effective, series of visual frameworks that readers can immediately apply with little or no difficulty.

    Describing how to ensure your business planning reflects what is most valuable to your customers, this resource presents the insights of a creative thought process that drives innovative solutions. It considers the key aspects of Lean that can help you drive innovation in the development of your organization’s branding, strategy, and in the selection and management of its people. It also includes discussions on the characteristics of highly effective and trustworthy people.

    After reading this book, you will better understand how to use Lean tools to build a stronger brand, build better market strategies, and identify and retain effective people. You will also gain an understanding of what it takes to align all organizational activities to ensure maximum value for your customers while relentlessly driving out waste.

    An Effective Business
    Introduction
    Branding: A Credible Source
    Stellar People
    Strategy
    Creative Innovation
    A Highly Effective Organization
    The Creative–Innovative Squeeze
    The Synchronized Organization
    Effectiveness: The Strategic Move
    Conclusion

    BRANDING: CREATING AND SUSTAINING A CREDIBLE AND REPUTABLE SOURCE

    Visual Branding
    Introduction
         The First Parameter of Branding
         The Second Parameter of Branding
         The Third Parameter of Branding
         The Fourth Parameter of Branding
    The Branding Icon
         Four Steps of Differentiation
    Conclusion

    Being First
    Introduction
    People Remember the "First-To"
    Mindshare Is Key
    Owning a Word or Concept
    Focusing on a Subcategory
    Imitation Barriers
    Becoming a Generic
         If You Are the Category Leader
         If You Are a Follower
    Conclusion

    Brand Focus

    Introduction
    Line Extensions
    Focus on a Single Attribute
    Focus on Being the Low-Cost Provider
    Focus on Premium Products
    Focus on Incredible Customer Service
    Quality and Reliability
    Keep It Simple
    Conclusion

    Effective Brand Communication

    Introduction
    The Oversimplified Message
    One-Word Commands
    Power of the Name (a Brand Is Only a Word)
    Slogans
    The Logo (Shape Matters)
    Promote the Category
    Repositioning
    Sticky Communications
    Advertising
    Conclusion

    Brand Credentials

    Introduction
    Endorsements
    The First to Understanding the Unique Selling Position
    Demonstrating the Difference
    Being the Market Leader
    Highest Quality
    Owning a Niche
    Heritage
    Being the Best in Class
    Attribute Ownership
    Technology Ownership
    Conclusion

    EFFECTIVE PEOPLE: IDENTIFY AND EMPOWER THEM

    The Cross-Functional Entrepreneur
    The Cross-Functional Entrepreneur
         Entrepreneurial System Designer
         Teams of Responsible Experts
         The Four Traits of Stellar People
    The First Parameter of Stellar People
    The Second Parameter of Stellar People
    The Third Parameter of Stellar People
    The Fourth Parameter of Stellar People
    The People Icon
    Conclusion

    Competence and Character: The Core of Trust and Leadership
    Introduction
    Competence: A Skilled Contributor
    Trust
    The First Wave of Trust
         Character: Core 1—Integrity
         Character: Core 2—Intent
         Competence: Core 3—Capabilities
         Competence: Core 4—Results
    The Second Wave of Trust
         Leadership
         Creativity
         Customer Understanding
         Technology Understanding
         Internal and External Negotiation
         Prioritization
         Execution
         The Unscattered Thinker
         Ideating around Nonwork Activities
         Attitude
         Passion
         Simplistic
         Continual Improvement
         Team Player
         Confidence
    Conclusion

    Tools and Purpose

    Introduction
    Tools
         Basics
         Nice-to-Haves
         The Greatest Gadgets
         Safe Work Environment
         Software
    People Resources
    Financial Resources
    Purposeful Environment
         Candor
    Purposeful Management Systems
    Expectation of Company Objectives
    Management Consistency
    Mentoring and Coaching
    Pay and Incentive
    Conclusion

    STRATEGY: KEEP IT CONSISTENT WITH THE BRAND

    Visual Strategy

    Introduction
    The First Parameter of Strategy
         Functional Solutions
              Utility
              Emotion
    The Second Parameter of Strategy
    The Third Parameter of Strategy
    The Fourth Parameter of Strategy
    The Strategy Icon
    Strategy: The What, Who, and How
    Conclusion

    A Qualitative View of Strategy

    Introduction
    The Five-Slide Approach in Finding the Big Idea
         Discussion Questions for Slide One
         Discussion Questions for Slide Two
         Discussion Questions for Slide Three
         Discussion Questions for Slide Four
         Discussion Questions for Slide Five
    Marketing Concepts
         Finding and Filling Needs
         Responsive Marketing
         Anticipative Marketing
         Need-Shaped Marketing
         Supplying Products in Short Supply
         Supplying Improved Products
         "Must-Be" Requirements
         One-Dimensional Requirements
         Attractive Requirements
         Supplying Products New to the World
    Conclusion

    A Quantitative View of Strategy

    Introduction
    Functional Solutions: Utility
    Emotion
    Visual Depiction of Products and Product Features
    Conclusion

    A Study of Function and Emotion
    Introduction
    A Quick Review of Value
    Brief Review of Function and Emotion
    Functional Aspects
         Doing a Job Better
         Doing a Job Faster
         Doing a Job More Easily
         Doing a Job More Safely
         Providing More Convenience
         Providing a Solution to Highly Skilled Tasks
         Providing a Solution That Requires Specialized Tools
    Emotional Aspects
    Conclusion

    PUTTING IT ALL TOGETHER

    Building Effective Teams

    Introduction
    The Team of Responsible Experts
    Roles of the Project Leader (ESD)
         ESDs Understand Customers
    The Four Behavior Styles
         The Four Styles
              Analytical
              Driver
         Amiable
         Expressive
    Conclusion

    Aligning Business Activities

    Introduction
    The Core Competence and Competitive Advantage
    The Synchronized Organization: Aligning Brand Position to Market Strategy
    The Individual Aligning Activities
    Creating Icons Aligned to a Relevant Market Condition
    Conclusion

    Epilogue

    Notes

    Index

    Biography

    Anthony Sgroi, Jr., is a broadly experienced innovative thinker with a rare combination and proven track record in the disciplines related to customer fulfillment. Mr. Sgroi is highly experienced in the fields of engineering, manufacturing, and law, with a strong understanding of marketing and business strategy. He has considerable experience in defining value-added customer offerings utilizing the principles of Lean product development.

    Mr. Sgroi has worked for many well-known companies in the areas of product development. He has developed a multitude of products that are currently on the market today. Mr. Sgroi began his career in the areas of product design and procurement. After successfully launching several products, he decided to broaden his skill set by studying business, where he acquired a strong interest in marketing and strategy. This understanding allowed him to make strong contributions across the various disciplines of business. Understanding the level of importance and to differentiate himself further, Mr. Sgroi successfully passed the patent bar, where he is admitted to practice before the US Patent and Trademark Office regarding patent matters. He is the holder of numerous patents, with several pending in the areas of compressed butane lighters, hydrogen generating devices for fuel cells, and various inventions related to cleaning tools.

    Mr. Sgroi has several forms of hands-on experience and multiple degrees from the University of New Haven in West Haven, Connecticut. His degrees are in physics and mechanical engineering, and he graduated magna cum laude. He also holds a master’s degree in business administration. He is the author of The Innovative Lean Enterprise.

    Tony Sgroi's new book is well organized, well written, and well worth reading. It's the only book I know that documents everything you need to do to build a successful company: brand, people, and strategy.
    —Al Ries, Legendary Branding Strategist, Bestselling Author, and Originator of the Concept of Positioning

    Tony Sgroi presents the key drivers for a winning company. By following his creative frameworks for building a recognized brand, developing a strong market strategy, and selecting great people to drive innovation, consumers will beat a path to your door.
    —Philip Kotler, S. C. Johnson & Son Distinguished Professor of International Marketing, Kellogg School of Management, Northwestern University

    The Innovative Lean Machine describes an insightful and very practical approach to developing the front-end market / branding strategy for your firm. The most difficult challenge in optimizing the new product development process is gaining a deep and empathic understanding of your market and your customer. This highly readable book provides unique and valuable tools to accomplish this goal. An excellent addition to your Lean enterprise bookshelf.
    —Ron Mascitelli, PMP, Author of Mastering Lean Product Development

    Tony Sgroi's new book hits it out of the park. His path to branding, marketing, and strategy is methodical and on target. Tony strikes at core necessities required in building a successful company. This is the 'how-to' branding and strategy manual!
    —Rick Constantine, Vice President of Marketing & Global Business Unit Leader, Acme United Corporation