Research & Development is the core engine of all companies, but yet many organizations still get it wrong.
I have listed down here 5 ways how R&D will never be as effective as it should be:
- Top Down – Process problem: R&D to Market instead of Market to R&D. Also known as the ego-myopic problem with most R&D staff: “this is what we developed. Now go sell”
- Because I can - Competency problem: Being too good is a weakness. Certain R&D staff will keep on developing stuff not relevant to needs of the customers but instead based on what they are good at
- Poor business value – Ignorance problem: Most R&D teams are not aware that every organizations focus is different i.e. Market Disciplines. They do not understand what is the business model and strategy, thus having the wrong priorities as far as R&D is concerned.
- No budget lah - Alignment Problem: There are five areas of R&D that needs to be aligned: Philosophy, Structure, Resources, Leadership, and People. Most R&D are unable to muster and focus resources to produce good R&D deliverables because of this mis-alignment problem.
- Not-Invented-Here – ego problem: Apple readily admitted that their iPhone was developed based on swiping many different ideas from outside Apple. That is why they have a good product. A lot R&D in companies (in Malaysia anyway) that are so egostic up to such a point where they say that anything not invented from themselves should be allowed to see the light of day.
OK...so how do we make R&D more effective then? I have listed down here
- Know Your Business: Focus on what makes the business tick. McDonald's have never focused on making their beef burgers better (my theory. otherwise I cannot explain why their beef patties have been consistently terrible for the past 10 years). McDonald's grew big because they focused on R&D in areas where it is important to them: burgers that can be eaten with one hand while driving. This is because 50% of their business comes from drive-thru.
- Research: Be very very very very careful on how R&D staff research and filter information. All human beings are likely to fall into the 8 "Information Drifts", thus altering data and research info until it suits their thinking.
- Reverse Marketing: Develop what the market needs, not what we can. Simple, but most R&D knuckleheads do not seem to get this point.
- Align: Again, focus on aligning the five areas of R&D: Philosophy, Structure, Resources, Leadership, and People. This will ensure that resources are optimized.
- R&D Today → RD&D*: The new phrase is Research, Development & DESIGN. Design talks about three core areas: Function, Aesthetics and Logistics. 'Function' is about making the product/service practical e.g. iPod, iPhone, Nokia OS, Waterlife DIY, CNI SC88 Detergent cover, cup with bags stuck on bottom. 'Aesthetics' focuses on the looks e.g. mickey mouse shaped Vitamin Pills, Google interface, iPod. 'Logistics' includes studying the product/service in relation to their distribution & storage – IKEA, car boot for MLM.
So... let's go out there are develop something good.
This article, "5 Ways How R&D Will Not be Effective" - can also be found in the EzineArticles.com directory:http://EzineArticles.com/?id=682461
-TURD-
*P.S. You can also download a related article by "Karen E. Spaeder" from Entrepreneur.com called "Designed to Sell". Alternatively you can download it from the Selected Training Materials Download section on the right column.
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