SOME SCOFF that it’s just the latest corporate management fad.
But it’s proven to be very good for many companies, and it’s great for us consumers.
What is it?
It’s six sigma, dummy.
And what the heck is that, you might wonder.
That’s what I wondered too when I saw this ad for Six Sigma Academy, the leader in consulting firms helping top corporations achieve it.
The ad wasn’t very helpful. Then I decided it must be my fault for being so stupid. Everybody but me knows all about six sigma, especially in corporate management circles, and the prospects would be insulted if the ad explained it to them.
But then as I dug deeper, first into its Web site and then into the online brochure offered there, I found a complete and clear explanation. Scoring a six sigma means you’ve reached the ultimate in eliminating operational errors or defects.
Wait a minute. Something here doesn’t make sense.
If the prospects wouldn’t be insulted to have six sigma defined for them in the company brochure, why would they be insulted to have it explained to them in the ads?
Then I realized the real reason was probably to be found in those ol’ familiar debbils, brandadvertising-itis and artdirector-itis.
Nobody will read all that copy, the argument goes. Just give them a catchy headline, a few words of general copy and a striking design element.
But forgive me for saying the obvious again
Network
