EDCA Cycle Description for Lean Engagement

This presentation is an overview on how to implement EDCA (Explore – Do – Check – Act) in the field of Lean Sales and Marketing. It also includes an outline for standard work. It also includes an embedded video that discusses the book, This is Service Design Thinking: Basics – Tools – Cases and reference to another book, , Designing for Growth: A Design Thinking Toolkit for Managers (Columbia Business School Publishing). The concepts explored in both of these assist in providing a path on utilizing customer involvement as a method of innovation and growth.

I was first introduced to the concept of EDCA (Explore-Do-Check-Act) through Graham Hill. Graham was the head of CRM at Toyota Financial Services. He stated that:

Marketing in highly competitive markets is about exploring new propositions on the innovation fitness landscape. The environment determines where to start and complex marketing environments need EDCA. EDCA = Explore, PDCA = Plan, SDCA = Standardize, marketing operations are all about moving along the EDCA>PDCA>SDCA pathway.

As a result it was refine into three separate distinctive cycles of SALES EDCA, SALES PDCA, SALES SDCA. Viewing your value stream/marketing cycle in this manner creates endless opportunities for improvement. It is also easier to handle the team concept of sales and marketing with this outline. More information is available in my post, Lean Canvas for Lean EDCA-PDCA-SDCA.

Related Information:
It’s not about the things we make, it’s how we use the things we make
Successful Lean teams are iTeams
Continuous Improvement Sales and Marketing Toolset
The Common Thread of Design Thinking, Service Design and Lean Marketing