I took the liberty of re-building the Toyota Lean house to what I believe is a great structure for today’s marketing. I am going to do a series of blog post on this structure but the three central themes of the structure is Mirror Marketing(Lean), Measurement(Six Sigma) and Target Marketing(Channel Management).

Without understanding these central themes thoroughly, the answer you receive from most people is that there is not one thing that works. Why do you think that answer is so prevalent? Study the Lean Marketing House and tell me what you think it is?

When building a house you follow the same steps and principles as building a Lean Organization. The first step is building a strong foundation. Secondly, I use the Lean diagram to determine the customer’s need and the philosophy we need to develop the plan. This helps us build the plan for each market segment which is depicted by the 7 pillars. It does not matter how many pillars you have, just that each marketing channel(ideal client and target market) is well defined.

The Lean House’s foundation that the pillars stand on is the work we do each day and it is what insures the marketing vision is implemented. In accordance to Lean house philosophy, it doesn’t necessarily matter which tools the organizations uses but which tools are effective with the customer or the particular customer segment, represented by the pillars. The number of blocks and the depth will differ with each organization but what is important is that they are all considered and that the foundation is strong enough to support the pillars.

Below the foundation is a substructure of Six Sigma that will be the measurement practice that is implemented through out the foundation. This allows us constant feedback and and will heighten our awareness that a weakness of measurement is what will allow the foundation to start crumbling.