Care-is-Cure: Aesthetics Spills-Over Function, Want Spills-Over Need (Part-2)

While I was forced to challenge aesthetic-design of the cup in Part-1 of this blogpost, incidentally I was heading to conduct a workshop on Value: Value-Engineering and Value-Analysis.

Value-Engineering And Value-Analysis

On one hand, increased cost to deliver same-or-reduced benefits-or-function in an offering implies that the value is reduced. On the other hand, offering the same-or-enhanced benefit/s-or-function/s at a reduced total cost to customer or end consumer means value is increased.

Making improvements with realisation of this re-actively (i.e. after the design is already in commercial use creating trouble for customer) though is about the concept of value-analysis. Realizing this proactively (i.e. making all-round improvements while testing the design itself keeping customer in the loop adequately) is about value-engineering.

Modifying the design of the cup after a customer faces difficulties (as in Part-1 of this blogpost) is about value-analysis. Launching an offering with well-tested trouble-free design by listening to unspoken voice-of-customer and the impact of the design on ecology is about the concept of value-engineering.

Both lead to enhanced value but the later generates more value by preempting the costs that otherwise tangibly incur in case of the former. The round shaped cup for instance preempts the COPQ (Cost-Of-Poor-Quality) incurred by the square-cup design (as in Part-1 of this blogpost).

Look at the shape of the ice-cream glass in the picture. It's an example of value-engineered judicious balance of the aesthetics-with-function. The value created in terms of the aesthetic shape of the glass without interfering with its function is designed-in into the offering.

Need Spills-Over Want

Function is a need: the primary requirement a customer expects an offering to serve.

Aesthetics is a want that is desire-based and is actually secondary requirement or in some situations even tertiary one as in case of coloring hair in VIBGYOR shades or colouring food-grains. I've seen color-coated groudnuts especially in some parts of Gujarat!

A judicious balance of 'needs' and 'wants' is the need-of-the-hour. Rather eco-friendly design of the offerings revolving purely around basic-or-primary 'needs' is actually the 'Survival-Need' of the warming-planet itself.

Most costs to the customer, society, and the planet get designed-in due to inadequate designs of products, services, processes, policies, etc.

So designers and leaders should value the value-engineering more. They should promote corresponding Kaizen improvements so that need for value-analysis at the cost of the COPQ incurred by the customer gets reduced if not eliminated.

In fact they should steer their organisations towards finding and marketing the 'needs' rather than 'pushing' consumerist attitude and habits towards desire-based 'wants'. Such leaders are the real friends of the planet. Those who nurture excessive wants are in a way a burden on the planet.

Greedy-wants push-up unnecessary human activities (non-value-activities). Unnecessary human activities be those at personal level or at corporate business level lead to over-consumption of resources. Over-consumption of resources is like raping the planet if I may say so!

An Exercise

Look at the picture for self-study at a little higher level of difficulty though.

It has five different designs (1, 2, 3, 4, 5) of a nose-mask. Different designs are expected to serve different functions in different situations. You may like to attempt answering following questions:

1/ Which product-design is designed to serve what function in what situation?
2/ Which product-design can serve what function in what situation as an alternative? Justify the "how?"!
3/ In that case, which product-design offers maximum Value? Justify the "how?" with its likely COPQ?
4/ Which product-design is a case of Value-Engineering and which one is of Value-Analysis? Justify the "how?"!
5/ What kind of greed-based 'wants' make the corresponding product a necessity?
6/ What are the 'needs' in the above context? And with what alternatives can we move towards satisfying the 'needs'?

What are the lessons¹?

1/ Let's change our mindsets to value 'needs' more than 'wants' while designing products, services, processes, and policies.

2/ Let's go beyond the myopic vision of running businesses for the sake of 'profit only' as its moto! Visualize the 'profit-for-planet' by viewing life-cycles of products, services, processes, and policies as subsets of the evolving need-cycles.

3/ Unnecessary aesthetic sheen while doing so is a want that does increase unnecessary cost. Enhanced cost does force a compromise on functional quality.

4/ Desire for Wants spills-over Needs and in turn spills-over the planet.

Aesthetics Spills-Over Function, Want Spills-Over Need !

Unwanted Aesthetic-Sheen

With a desire to be seen
Maketh a Person Mean

Hi-Cost-Lo-Function: The affair routine
Defies the very purpose of Lean
That of making the planet Green