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Part 7: Advertisement with Emotional Phrases(1999/06)

Many AD professionals try to develop market in China. For Taiwanese ones, they have some advantages of using the same language as Chinese, some of phrases has successfully replace the original one, like using Mr. And Miss to replace Comrade (someone was sad because the "efficiency' or "productivity" of using Comrade is 100% higher than
using Mr. and Miss). But the rules of PRC AD Administration Agency are quite different, for example, they don't like Taiwanese using puns because that might mislead the targeted audience.

But one thing people like is using some emotional phrases like "the best", "No.1","Super-powerful" and so on…For most of them, there must be something in the cargo self-clamed the best.

Most Chinese still not know W. A. Shewhart's operational definition or operational meaning: "best estimate" or "most probable value" might not be better than " acceptable values" for some physical constants.

But I am optimistic. The reason is that in ancient China has a good story since around two thousand years ago, one guy tried to promote his home-made shield and spear. He claimed one by one that his products are all with No. 1 performance in the world. Some people asked him how about testing with his spear against his shield?

To put it in another way, 'putting it all together' approach doesn't guarantee the requirement of consistency in aim for a system. For example, in a textbook of Total Quality Management by T. L. Richardson, the quotations at the opening of chapter 5 'Quality as a philosophy' is a message from W. E. Deming:

It is not enough that top management commits itself for life to quality and productivity. They must know what it is that they are committed to --that is, what they must do. These obligations cannot be delegated. Support is not enough; action is required.

While the quotation of charter 6 on 'Strategy for TQM' is from ex-chairman of DuPont:

To compete and win, we must redouble our efforts, not only in the Quality of our goods and services, but in the quality of our thinking, in the quality of our response to customers, in the quality of our decision-making, in the quality of everything we do.

Both quotations might be not consistent with each other. They are both world-class spear and shield. But putting them together might not be a good idea from a system of transformation or operational meaning view-points.

Yes, best efforts are not enough! Think about learning a world-class best practice in business or any instant puddings or any mass applications of some magic management or improvement programs or fads.



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