Continuing the story of a man, his dog, and … actually we’re continuing a conversation reflecting on the “10 Principles of Good Design” as applied to Supply Chain and Supply Chain Management ( Design for the Supply Chain ). The topic this week is Principle #2: Good design “Makes a product useful” , which states that, “A product is bought to be used. It has to satisfy not only functional, but also psychological and aesthetic criteria. Good design emphasizes the usefulness of a product whilst disregarding anything that could detract from it.” – ‘ Dieter Rams: ten principles for good design’ Usefulness almost seems self-evident for the supply chain given the focus on ‘Continuous Process Improvement’, ‘Business Re-engineering’, ‘Cost Reduction’, etc. I think it’s in our blood to try and make supply chains efficient and effective. But what about the psychological and aesthetic appeal factor, that element that makes it fun and interesting both for the driver and the consumer of the supply chain? I think it’s that “blue ocean” thing – creating a supply chain solution that is differentiated and innovative enough to inspire those who manage it to take pride in making it stand out while at the same time providing real benefits to the customers of the supply chain. One supply chain that I have been enamored with for years that has most facets of its operations designed for and incorporated into its supply chain is the clothing and accessories retailer Zara . “Zara has over 2,000 stores strategically located in leading cities across 88 countries. Zara’s designers and customers are inextricably linked. Specialist teams receive constant feedback on the decisions its customers are making at every Zara store. This feedback inspires Zara’s creative team which is made up of over 200 professionals.” – Inditex Zara: […]