Key to plastics industry success? Try getting entangled with your customers


Quantum entanglement basically means that when two molecules interact, then become separated by distance, and a measurement is made, entanglement causes one member of the pair of molecules to take on a different value (e.g. clockwise spin) than the other member, which will be found to have taken on a complementary value (e.g. counterclockwise spin). The gist is that there is a correlation between the results of measurements performed on entangled pairs, and this occurs even though the entangled pair may be separated by arbitrarily large distances.

So, how do we transfer this correlation into a business model? OEMs and their suppliers (the molecular pair) are entangled. They are inextricable bound into each others' business, no matter how far apart these two business entities may be geographically or philosophically. This entanglement means that if the success of both entities is dependent upon the individual success of each entity. The destiny of each company is tied into the success of the companies as a whole.

This leads directly to the next question: how does one ensure the success of both? Each one must relate the value of their contribution to the OEM/supplier relationship in such a way that the destiny of each company as an individual entity and as a whole (relationally), benefit from the value that each provides to the other. And this value can, and indeed should, be measured. This co-destiny of both OEM and supplier is the focus of a new book, "CoDestiny: Overcome Your Growth Challenges by Helping Your Customers Overcome Theirs" by Atlee Pope and George Brown Jr....
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