Finding the right direction in times of great change
-Dieter Adam, The Manufacturers Network Returning from Europe recently, I found myself on an airplane watching Butch Cassidy and the Sundance Kid. If you don’t know the story it is loosely based on two Wild West outlaws Butch Cassidy played by Paul Newman, and his partner the “Sundance Kid” played by Robert Redford. The pair are on the run from a crack US posse after a string of train robberies and forced to flee to Bolivia in search of a more successful criminal career. I had seen the film before, but this time I watched it from a manufacturing perspective. These two ‘experts’ run a small, highly specialised and profitable business. They could be considered leading operators in their field and they have impressive brand recognition. As the regulatory environment changes, they ultimately realise that their business model is unsustainable, but instead of changing the model, they opt to take their current operations to a different market. That is initially unsuccessful, mainly because of a lack of understanding of local conditions, including language, and a lack of ability and willingness to acquire the necessary knowledge, in spite of the best efforts of their ‘consultant’, the Sundance Kid’s girlfriend, played by Katherine Ross. When they eventually realise they need to adjust their business model, they do so half-heartedly and use their first failure as an excuse to revert to the ‘tried and true’ method, only to ultimately fail spectacularly in the face of overwhelming regulatory action. This movie could act as a great ‘how not to’ guide for manufacturers in times of uncertainty and change. A living example of this in the real world is in the German car industry, which has largely been accused of napping at the wheel’ when it comes to switching from internal combustion engines (ICE) to […]