Typically, when I create an A3, I go about it a little differently by utilizing the Six Sigma principles of DMAIC. This acronym stands for Define-Measure-Analyze-Improve-Control. The Six Sigma process improvement process(DMAIC) is closely related to the PDCA lean process. The difference is the set of tools being utilized. I believe DMAIC has a stronger set for variation and process control. The PDCA process has a more simplified version. Depending on your needs either tool applied appropriately can be utilized. Lean has a tendency to be favored initially because of the lack of measurements within most organizations and that process is a little more forgiving. The important part is that you start the process. The chart simplifies the DMAIC process:

• Define -What is important?
• Measure – How are we doing?
• Anaylyze – What is wrong?
• Improve – What needs to be done?
• Control – How do we guarantee performance?

Whether you decide to use DMAIC or PDCA for your A3 makes little difference. The tools are just that, tools. The important part is that you have flexibility to format your A3 report in any way that most effectively can tell and demonstrate your story to your team and others. Your goal is not to complete the A3 report, it is to harness all of the benefits through implementation from the problem solving that took place.

I use A3 Reporting in the marketing process. It demonstrates and recaps the thoughts, efforts and actions that took place for a particular campaign, such as advertising or public relations or even a launch. This report can really highlight the value that marketing supplies. I will be discussing DMAIC and A3 and how it applies to the foundation of the Lean Marketing House™ in the upcoming weeks.

Related Information:

Lean Six Sigma Templates for DMAIC and A3

Why use A3 in Marketing

Why do The Pillars of the Lean Marketing House™ crumble?

Lean Marketing House™ – Foundation

Technorati : A3, DMAIC, Lean, Marketing, PDCA, Six Sigma

The benefits of A3 are :

1. It helps define a standard for all to use.
2. It provides a clear and concise method of reporting information.
3. Method of operation is visible and accessible to all.
4. It can promote communication, and team working.
5. It leads to a reduction of waste.
6. A continuous improvement activity.
7. It creates an efficient working environment.

So what is so special?

1. I think it has several qualities:
2. It makes you think graphically.
3. It forces you to make the story flow logically.
4. It makes you condense words.

To go about laying the A3 Report out, I have included a diagram from Systems2win for you to use as a guideline. However, another format to follow for the A3’s can vary as long as your story line stays intact. The value comes from the thinking that goes into generating the A-3 reports (as Tim Berry says, “It’s the act of creating the plan that has value”, not conformance to a specific template. If you’re familiar with the Define-Measure-Analyze-Improve-Control (DMAIC) process it can make a great story line for most problem solving A3’s. However, using the DMAIC process you can:

Define how a particular problem was identified and why it is a problem.

Measure the current state of the problem and how the problem was investigated and Analyze what solutions were considered.

Improve the plan for solving the problem and how the Control or follow-up will be done.

The reason I encourage using the A3 in the marketing process is it demonstrates and recaps the thoughts, efforts and actions that took place for a particular campaign, such as advertising or public relations or even a launch. This report can really highlight the value that marketing supplies. However, always remember that the A3 report is meant to tell a story.

Related Post:

How do you create a scorecard?

Why do we measure?

Technorati : A3, DMAIC, Lean, Lean Sigma, Marketing Reports, Six Sigma