May - 20218 MANUFACTURING TECHNOLOGY INSIGHTSA Framework for Next Level Manufacturing: Purpose, Awareness and PassionBy Leonel Leal, Director, Global Advanced Manufacturing Engineering, Whirlpool Company [NYSE:WHR]Today, I see the digitization of product and process development through an unexpected lens of marketing, known as the jobs-to-be-done theory. While not directly parallel, I like to apply this theory to transformation efforts because I believe success comes through clearly understanding customers' needs as addressable "jobs." Instead of just delivering technology products or services, we need to first listen and learn. The job-to-be-done in manufacturing, is not simply the output of a sum of parts or processes, but instead, positive impact. The impact of manufacturing is what makes it matter, and therefore should inform our digital transformation efforts today.At Whirlpool Corporation, we believe manufacturing is in the process of undergoing innovative enhancements that will enable organizational capabilities throughout the entire value chain, from initial concept to product development and design, and finally through execution. When we embarked on our digital transformation efforts in manufacturing, we asked ourselves: "What does that mean and what are we changing? Who are our customers and what do they need?" Through analysis and strategic reflection, we defined what positive impact looks like, visualized a roadmap for how to get there, and then built a mechanism for collaboration. It is well known that developing a standard for continuous improvement leads to repeatable results. I believe the same applies to industrial digital transformation. With that in mind, I wanted to document and share what I learned when building up our industrial digital transformation methodology. The elements that make up this framework are: Purpose, Awareness, and Passion.Purpose We began our transformational framework by revisiting our "Why." At Whirlpool Corporation our vision is to be "the best kitchen and laundry company, in constant pursuit of improving life at home." Through the vision--a common purpose--we could both globally and locally align our initiatives with this centering theme. Additionally, reflecting on our purpose gives us an emotional connector to assess our future state. In other words, if you embark on transformation but do not know why you are doing it, then you are likely to end up somewhere you did not expect. Purpose also means that you bring a collective group together to the future state. With these ideas in mind, we outlined our foundational needs as data connectivity, data-driven cultural mindset, and process enablers.Leonel LealIN MY OPINION
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