DESIGN THE COMPLETE EXPERIENCE
“If you can't describe what you are doing as a process, you don't know what you're doing.”
—W. EDWARDS DEMING
A PROCESS IS “a series of planned activities that convert a given input into a desired output” (Rummler, 2007, p. 197). Since its introduction after World War II by Deming, Juran, and others, process thinking has transformed businesses and generated consistently higher-quality goods and services at lower cost. Process thinking has also reshaped the nature of competition, so that today “competition is not between people, products, or companies: it is between processes” (Tenner & DeToro, 1997, p. 15). The ...
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