Subject: This email was made in Japan
In Spain,
there is an expression to describe the quality of a product:
“es de los chinos” (Made in China).
When someone says a product is “de los chinos”,
it is saying, without saying it,
that the product is low quality and low price.
However,
there is not the same expression for the Japanese.
In fact,
when we read on the package of a product “Made in Japan”,
we associate it with a high-quality product.
You may think that Japanese products have been always very high quality,
and you would be right,
but only after the 1950s.
Japan and high quality in the same sentence have not been always the case.
Prior 1950s,
Japan had a reputation for producing low-cost and low-quality goods.
(same as the Chinese)
Let me repeat it again.
Prior to the 1950s,
Japan had a reputation for producing low-cost and low-quality goods.
What happened in the 1950s?
Joseph Moses Juran – a Romania engineer-
and one of the fathers of the quality movement appeared on the scene,
to be more precise in Tokyo.
He was invited by the Japanese Union of Scientists and Engineers,
to discuss his theories regarding quality and process improvements.
His theory was simple:
Instead of focusing on trying to fix everything in a product,
he focused on improving those few things that are truly vital to the product.
Imagine if the Japanese people liked his ideas, (or Joseph liked the sushi)
that they invited him for 9 more visits.
The result of his visits?
He changed upside down the quality of the Japanese industry.
It went from producing low-quality goods,
to consistently delivering high-quality goods at a fair price.
Do you know how?
Only by focusing on improving those vital elements of the product.
The same,
you can do in your speech.
You can make your speech “Made in Japan”
Instead of trying to cover many elements in your speech,
try to cover only a few ideas that are vital to your audience.
Pick up one or two ideas,
(maximum three) and build on them during your speech.
Once again, this is important.
Not five or six ideas,
focus on one or two (maximum three) and elaborate on them.
With this simple trick,
you will see a major engagement from your audience.
It is not that Less is more,
it is as Germans would say “Weniger aber besser,”
Less but better.
It is not us saying it, it is Steve Jobs saying it.
To engange with your adueince is here.