The importance of understanding the customer, both internal and external

Lean begins with understanding Value -- which is defined by the customer's conscious -- and unconscious -- needs.

If we misunderstand the customer, our definition of Value erodes and over time our activities lose meaning.

Think of Dilbert. "Here's one more stupid thing I have to do..."

Here's the rub -- even a small misalignment, say 5 degrees, can become a chasm over time.

So leaders need to reflect on the following: "How do we continually reinforce the idea of Value in our organization?"