Leader Standard Work is becoming more commonplace and the standard for the development of a Lean Culture. It is extremely adaptable and found both in trade and professional services. It excels in experienced based professions but it may struggle in what I would call knowledge-based services. The problem is there are more knowledge-based jobs being created every day. The experience based jobs either get automated or outsourced. For more information on that subject, read Dan Pink’s, A Whole New Mind: Why Right-Brainers Will Rule the Future.

Since Lean is so intrinsically tied to standard work, many believe Lean cannot apply to their “Knowledge Based” occupation. In fact, it is often resisted in these circles.

When met with resistance, I have found that typically there is a good reason why. As I review most Leader Standard Work for knowledge workers, I still find them heavily laden with specific instructions and very results based focus. In Sales and Marketing (I am considering Sales and Marketing to be knowledge work) , you will see instructions such as make 25 calls, send out 15 e-mails, 3 blog posts a week, etc. On the other hand, I do see slack time allowed under the disguise of daily or weekly Kaizen. So Leader Standard Work can apply to Sales and Marketing, or can it?

Leader Standard Work will fizzle out quickly in the Sales and Marketing arena if you simply try to practice Leader Standard Work through Lean Training, coupled with your experience and try to become more proficient through iteration after iteration. It doesn’t work that way. In fact, it may take years, certainly months, to acquire the skills needed. What stops you is that you not only have to learn new skills but these skills and learning are not stagnant. They are in constant turmoil; developing, adapting and evolving while obsoleting the existing structure.

Many companies may fall short as a result of not creating the internal collaboration structure needed for learning. The organization must develop as a whole and this can only be accomplished by developing their personnel by providing the necessary resources and opportunities. We also need to promote individual differences. Instead of teaching the way to do some things, we may need to step back and determine the key points that are required, as Simon Sinek says the “Why” while leaving the how alone (Start with Why: How Great Leaders Inspire Everyone to Take Action).

What will drive Leader Standard Work in Lean Sales and Marketing is the “Why” more so than the “How”. The “Why” provides the clear strategic intent which will provide the fuel for Leader Standard Work. This analogy is wonderfully described in David Mann’s Book Creating a Lean Culture: Tools to Sustain Lean Conversions, Second Edition where he uses the automotive analogy to describe the four principles of the Lean Management System:

1. Leader Standard Work – Engine
2. Daily Accountability Process – Gas Pedal and Steering Wheel
3. Visual Controls – Transmission
4. Discipline – Fuel

When developing your Leader Standard work for Lean Sales and Marketing address these three items;

1. Clarification – Minimum standard is explicit
2. Commitment – Level of commitment is expected from the individual
3. Connection – A path for support through conversation is provided.

Can your Leader Standard Work pass the 3 C Test?

Related Information:
Lean Sales and Marketing works because of Leader Standard Work
Inspiring Innovation thru Standard Work
It’s the Who, not the Why @simonsinek