By Theo Giordano
More consumers are actively seeking out and choosing green products every day. This current movement, combined with the economic challenges facing most consumers today, has reformed spending patterns; now, leaning cautiously towards products of value, consumers have once again become more discriminating, selecting those that are durable, energy efficient, of high quality, non-toxic and environmentally friendly.
This shift in consumer behavior has created and demanded a new direction in today's manufacturing and business practices. Congratulations! The vision for our future is beginning to look much brighter indeed, thanks to them.
Many of you might not know of William Deming, an American engineer, but if he were still with us, I am sure that he would be very happy about these recent shifts. Considered a hero by the Japanese, he is credited with reorganizing manufacturing and business practices in Japan after WWII. And what a fabulous job he did, indeed.
While learning about him when starting out as an industrial designer, I always wondered why we let a man of such significant talent go out of our reach. It’s not that I bemoan the contributions he made to Japan. Quite the contrary! At such a desperate time, massive changes were necessary and vital for their re-growth. Helping them rebuild after such devastation was more than the right thing to do. I congratulate them on their wise choice. But I must admit, I was always a little envious of their gift, only because our modern day direction appeared obviously devoid of his brilliant leadership.
Deming, who considered the exploiting of short term profits along with the lack of constancy of purpose to be deadly sins, instead, focused on building quality into the entire system from step 1. Improving quality as well as service, he adopted new philosophies with visionary leadership. We have so much to learn from his methods; perhaps now that our economic conditions, and consumers demand a new direction, we as a nation might be more accepting of his approach, and therefore, reap major benefits: economic, environmental, as well as societal.
Companies producing green products have the potential to embody such true change in manufacturing today. Integrating quality as well as sound environmental policies into all phases of manufacturing today, they too can become true leaders. In the spirit of reinvention, I will examine and discuss those that stand out above all others.
I already knew it, but whatever thanks.
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