The Goal

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sounds like a good goal. But can that goal keep the plant work- ing?

I'm bothered by some of the examples that come to mind. If the goal is to produce a quality product efficiently, then how come Volkswagen isn't still making Bugs? That was a quality product that could be produced at low cost. Or, going back a ways, how come Douglas didn't keep making DC-3's? From ev- erything I've heard, the DC-3 was a fine aircraft. I'll bet if they had kept making them, they could turn them out today a lot more efficiently than DC-10's.

It's not enough to turn out a quality product on an efficient basis. The goal has to be something else.

But what?

As I drink my beer, I find myself contemplating the smooth finish of the aluminum beer can I hold in my hand. Mass produc- tion technology really is something. To think that this can until recently was a rock in the ground. Then we come along with some know-how and some tools and turn the rock into a light- weight, workable metal that you can use over and over again. It's pretty amazing-

Wait a minute, I'm thinking. That's it!

Technology: that's really what it's all about. We have to stay on the leading edge of technology. It's essential to the company. If we don't keep pace with technology, we're finished. So that's the goal.

Well, on second thought... that isn't right. If technology is the real goal of a manufacturing organization, then how come the most responsible positions aren't in research and develop- ment? How come RD is always off to the side in every organiza- tion chart I've ever seen? And suppose we did have the latest of every kind of machine we could use-would it save us? No, it wouldn't. So technology is important, but it isn't the goal.

Maybe the goal is some combination of efficiency, quality and technology. But then I'm back to saying we have a lot of impor- tant goals. And that really isn't saying anything, aside from the fact that it doesn't square with what Jonah told me.

I'm stumped.

I gaze down the hillside. In front of the big steel box of the plant there is a smaller box of glass and concrete which houses the offices. Mine is the office on the front left corner. Squinting at