The Goal is a very compelling novel. Novel, HUH!! Who ever heard of a novel about a production plant? Well, Eli has
made the production managers have quite an epiphany. In one book he might have
changed the whole world of cost accounting. Eli approached the production world
with a common sense view. Using just one goal, making money, he referenced every
activity to it. Eli said, "I view science as nothing more than an
understanding of the way the world is and why it is that way." You see, Eli
is a physicist, and in being one, has to understand why things work the way they
do. His common sense approach is illustrated beautifully in this novel. He has
looked at cost accounting from the outside and has developed a whole new system
because of it.
Everyone from accountants to production managers to CEO’s should read this
book. Because of its fundamentals, it should be part of the curriculum of every
accounting program. This novel has and continues to help the industry to make
strides toward continuous improvement.
The first chapter gets the reader acquainted with Mr. Alex Rogo and his
apparent problems with his production plant. This is shown through a
confrontation between Mr. Rogo and his boss Mr. Peach, the Division Vice
President. The dispute is over an overdue order #41427. Through their
conversation it’s learned that Mr. Peach will not settle for anything less
than the order being shipped today, and since the plant is neither productive
nor profitable, Alex has three months to show an improvement or the plant will
be shut down!
This chapter gives insight to Alex’s home life. Since moving back to his
hometown six months ago, it seems adjustment isn’t going well for his family.
It’s great for Alex, but it’s a big change from the city life that his wife
is used to. You also experience Mr. Rogo’s background through his reflections
back on his travels to eventually find himself back where he started. "He’s
now 38 years old and a crummy plant manager". By the way, the order #41427
does get shipped, but not very efficiently. All hands in the plant are working
on one order with forbidden overtime to boot.
Mr. Peach calls a meeting at headquarters for all plant managers and his
staff. At the meeting everybody finds out how bad things are and are given goals
to achieve for the next quarter. Through the grapevine Mr. Rogo finds out
perhaps why Mr. Peach has been acting so erratic lately, the Division has one
year to improve or it’s going to be sold, along with Mr. Peach.
While at this meeting, Alex thinks back on a recent business trip where he
ran into an old physics professor, Jonah, at the airport. Jonah puzzles Alex
with how well he knows how Alex’s plant is doing. Jonah has no knowledge of
where Alex is employed. Johan predicts the problems of high inventories
and not meeting shipping dates. He also states that there is only one goal for
all companies, and anything that brings you closer to achieving it is productive
and all other things are not productive. (See What is this thing called Theory of Constraints for more on Alex's
encounter with Jonah.)
Alex decides to leave the meeting at the break. He has no particular place he
would like to go; he just knows this meeting isn’t for him, not today. He
needs to understand what the "goal" is. After a pizza and a six pack
of beer it hits him, money. The "goal" is to make money and anything
that brings us closer to it is productive and anything that doesn’t isn’t.
Mr. Rogo sits down with one of his accountants and together they define what
is needed in terms of achieving the goal. Net profit needs to increase along
with simultaneously increasing return on investment and cash flow. Now all that
is needed is to put his specific operations in those terms.
Alex makes the decision to stay with the company for the last three months
and try to make a change. Then he decides he needs to find Jonah.
Alex finally speaks to Jonah. He is given three terms that will help him run
his plant, throughput, inventory, and operational expense. Jonah states that
everything in the plant can be classified under these three terms. "Throughput is
the rate at which the system generates money through sales." "Inventory is
all the money that the system has invested in purchasing things which it intends
to sell." "Operational expense is all the money the system
spends in order to turn inventory into throughput." Alex needs more explanation.
Alex fresh off his talk with Jonah gets word that the head of the company
wants to come down for a photo opportunity with one of Alex’s robots. This
gets Alex thinking of the efficiency of these robots. With the help of the
accountant, inventory control woman, and the production manager, Alex discovers
the robots increased costs, operational expenses, and therefore were less
productive. Implementing the robots increased costs by not reducing others, like
direct labor. The labor was shifted to other parts of the plant.
After explaining everything, Alex and his staff (Bob from production, Lou
from accounting and Stacey from inventory control) hammered out the meaning of
throughput, inventory and operational expense until
satisfied. Lou, states the relationships as follows. "Throughput is money
coming in. Inventory is the money currently inside the system. And operational
expense is the money we have to pay out to make throughput happen." Bob is
skeptical that everything can be accounted for with three measurements. Lou
explains that tooling, machines, the building, the whole plant are all
inventory. The whole plant is an investment that can be sold. Stacey says,
"So investment is the same thing as inventory."
Then they decide that something drastic is needed to be done with the
machines. But how can they do that without lowering efficiencies? Another call
to Jonah is placed and Alex is off to New York that night.
The meeting with Jonah is brief. Alex tells Jonah of the problems at the
plant and the three months in which to fix them. Jonah says they can be fixed in
that time and then they go over the problems the plant has. First, Jonah tells
Alex to forget about the robots. He also tells Alex that "A plant in
which everyone is working all the time is very inefficient." Jonah suggest
that Alex question how he is managing the capacity in the plant and consider the
concept of a balanced plant. According to Jonah, this "is a plant where the
capacity of each and every resource is balanced exactly with demand from the
market." Alex thinks a balanced plant is a good idea. Jonah says no,
"the closer you come to a balanced plant, the closer you are to
bankruptcy." Then Jonah leaves Alex with another riddle, what
does the combination of "dependent events" and "statistical fluctuations"
have to do with your plant? Both of those seem harmless and should work
themselves out down the production line.
This short chapter tries to capture the essence of the problems the job is causing
at home with the extra workload. The marriage is very strained because of the
devotion Alex needs to give to the plant.
Stuck for the weekend as troop master, Alex discovers the importance of
"dependent events" in relation to "statistical
fluctuations". Through the analogy between a single file hike through the
wilderness and a manufacturing plant, Alex sees that there are normally limits
to making up the downside of the fluctuations with the following "dependent
events". Even if there were no limits, the last event must make up for all
the others for all of them to average out.
Finally, through the dice game or match bowl experiment, it becomes clear that with a
balanced plant and because of "statistical fluctuations" and
"dependent events" throughput goes down and inventory along with
operating expenses goes up. A balanced plant is not the answer. (See the Dice
Game or Match Bowl experiment note).
Fully understanding the "dependent events", Alex puts the slowest
kid in the front of the hike and he relieves him of extra weight he has been
carrying in his backpack. This balances the fluctuations and increases the kid’s
productivity, which increased the throughput of the team.
Well, after the camping trip the boys arrive home to find the mother has
disappeared. All the stress of his job was too much for her so she left. Now the
kids and the job are all Alex’s responsibility. This was supposed to be a
weekend for Alex and his wife, but when the hike came up it seemed to be the
last straw for her.
Alex tries to portray his new revelation to his team at the plant. Nobody
seems interested. But the walk in the woods becomes apparent when it is put to
the test for an overdue order in the plant. Now even the production supervisor agrees. Now what?
In this chapter Jonah introduces Alex to the concept of bottlenecks and
non-bottlenecks. Jonah defines these terms as follows. "A bottleneck is any
resource whose capacity is equal to or less than the demand placed upon it.
"A non-bottleneck is any resource whose capacity is greater than the demand
placed on it." Jonah explains that Alex should not try to balance capacity
with demand, but instead balance the flow of product through the plant.
Later, Alex and his team recognize the bottlenecks, the areas where capacity
doesn’t equal demand, like the slow kid Herbie on the hike. With this discovery goes
the ideas related to reorganizing the plant like Alex did with the hike. Production is a
process and it cannot be moved around so easily. Many processes rely on the
previous one to be able to complete the next. Alex would need more machines,
which takes more capital, and division is not going to go for that.
Well, Jonah makes a visit to the plant. Jonah tells Alex that a plant without
bottlenecks would have enormous excess capacity. Every plant should have
bottlenecks. Alex is confused. What is needed is to increase the capacity of the
plant? The answer is more capacity at the bottlenecks. More machines to do the bottleneck
operations might help, but how about making them run more effectively. Jonah
tells them that they have hidden capacity because some of their thinking is
incorrect. Some ways to increase capacity at the bottlenecks are not to have any down time within the bottlenecks, make sure they are only
working on quality products so not to waste time, and relieve the workload by
farming some work out to vendors. Jonah wants to know how much it cost when the
bottlenecks (X and heat treat) machines are down. Lou says $32 per hour for the
X machine and $21 per hour for heat treat. How much when the whole plant is
down? Around $1.6 million. How many hours are available per month? About 585.
After a calculation, Jonah explains that when the bottlenecks are down for an
hour, the true cost is around $2,735, the cost of the entire system. Every minute of downtime
at a bottleneck translates into thousands of dollars of loss throughput, because without the parts
from the bottleneck, you can’t sell the product. Therefore, you cannot
Alex organizes the bottlenecks to work on only overdue orders from the most
overdue to the least. He then finds his wife. She is at her parent’s house.
Through their conversation it is learned that she still needs to be away from everybody, even the kids.
The crew works out some of the details for keeping the bottlenecks constantly
busy. In the process they find that they need another system to inform the
workers what materials have priority at non-bottlenecks. Red and green tags are
the answer. Red for bottleneck parts to be worked on first as to not hold up the
bottleneck machine, and green for the non-bottleneck parts. That concludes
another week. The true test will be next week.
Great, twelve orders were shipped. Alex is pleased, but he definitely needs
more. He puts his production manager on it. His production manager rounds up
some old machines to complement what one of the bottlenecks does. Things are looking up.
They are becoming more and more efficient, but lag time arouse with the two
bottlenecks because of workers being loaned out to other areas and not being at
the bottlenecks when needed to process another order. It seems there was nothing
to do while waiting for the bottleneck machine to finish the batch. Therefore,
in keeping with the notion that everybody needs to stay busy, workers were at
other areas between batches. Alex decides to dedicate a foreman at each location
all the time. Then one of those dedicated foreman, the night foreman, discovers
a way to process more parts by mixing and matching orders by priority,
increasing efficiency by ten percent. Finally, one process being sent through a
bottleneck could be accomplished through another older way and therefore free up
time on the bottleneck.
Now that the new priority system is in place for all parts going through the
bottlenecks, inventory is decreasing. That’s a good thing right? But lower
inventory revealed more bottlenecks. This intrigues Jonah so he’s coming to take a look.
"There aren’t any new bottlenecks", says Jonah. What actually has
happened is a result of some old thinking. Working non-bottlenecks to maximum
capacity on bottleneck parts has caused the problem. All parts are stacked up in
front of the bottlenecks and others are awaiting non-bottleneck parts for final
assembly. There needs to be balance. The red and green tags need to be modified.
It seems as if the bottlenecks will again control the flow, by only sending them
exactly what they need and when they need it.
Ralf, the computer wiz, says he can come up with a schedule for bottleneck
parts and when they should be released. This will alleviate any excess inventory
in front of the bottlenecks, but what about the non-bottlenecks? Jonah says with
the same data out of the bottlenecks to final assembly, you should be able to
predict non-bottleneck parts as well. This will make some time, but there are
enough parts in front of the bottlenecks to stay busy for a month.
There is another corporate meeting. Mr. Peach doesn’t praise Alex like Alex
thinks he should. Alex decides to talk with him in private. Mr. Peach agrees to
keep the plant open if Alex gives him a fifteen percent improvement next month.
That will be hard because that relies heavily on demand from the marketplace.
Fifteen Percent!! Fifteen Percent!! Just then Jonah called to let Alex know
that he will not be available to speak with in the next few weeks. Alex informs
him of the new problem of more inventories and less throughput. Jonah suggests
reducing batch sizes by half. Of course, this will take some doing with vendors,
but if it can be done, nearly all costs are cut in half. Also, they get quicker
response times and less lead times for orders. Sounds good.
Alex is propositioned with a test. They can greatly increase sales, current
and future, if they can ship a thousand products in two weeks. Impossible
without committing the plant to nothing but the new order? Wrong! How about
smaller batch sizes. Cut them in half again. Then promise to ship 250 each week
for four weeks starting in two weeks. The customer loved it.
Seventeen percent!! That’s great, but it’s not derived from the old cost
accounting model. The auditors sent down to the plant from Division find just
12.8% improvement. Most of it accounts from the new order. Which by the way, the
owner of the company that placed the order came down personally to shake
everybody’s hand in the plant and to give a contract to them for not a
thousand parts but ten thousand. Anyway, tomorrow is the day of reckoning at division.
Well the meeting at Division started out rough. Alex thought he would be
meeting with Mr. Peach and other top executives. Instead, he met with their
underlings. He decides to try and convince them it doesn’t work. Just before
leaving he decides to see Mr. Peach. It’s a good thing he did, because he just
got promoted to Mr. Peach’s position. Now Alex has to manage three plants as
the whole division. He calls Jonah desperately and asks for help. Jonah declines
until he has specific questions.
Alex has a nice dinner with his wife. Through the veal parmesan and cheese
cake it is decided that Alex should ask Jonah how he can get other people to
understand these techniques that his team has discovered without being condescending.
Now is the time to assemble Alex’s team for Division. Surprisingly the
accountant with two years to retirement is on board, but the production manager
isn’t. He wants to be plant manager to continue their efforts. Everything is
totally into place at the plant but more is needed for division.
Alex is firmly engrossed with the problems of taking over the division. With
advice from his wife he decides to enlist the help of his team at the plant.
Every afternoon they will meet to solve the problem. After the first day it is obvious , they will need them all.
The second day they are led in a discussion about the periodic table of
elements, and how the scientists actually got a table of any sort. Maybe that is
how they will solve the massive problems of division, by understanding how the
scientists started with nothing and achieved order. A way to define them by
their intensive order is needed.
The team finally comes up with the process: Step one – identify the system’s
bottlenecks; Step two- decide how to exploit those bottlenecks; Step three-
subordinate everything else to step two decisions; Step four- evaluate the
systems bottlenecks; Step five- if, in a previous step, a bottleneck has been
broken, go to step one. It seems so simple, just different.
The team decides to revise the steps: Step one – identify the systems
constraints; Step two – decide how to exploit the systems constraints; Step
three – subordinate everything else to step two decisions; Step four –
evaluate the systems constraints; Step five- warning!!! If in the previous steps
a constraint has been broken, go back to step one, but don’t allow inertia to
cause a system constraint. It also has been discovered that they have been using the bottlenecks to
produce fictitious orders in an effort to keep the bottlenecks busy. That will
free up twenty percent capacity, which translates in to market share.
Talking with the head of sales. Alex finds out that there is a market order
to fill the capacity. It’s in Europe, so selling for less there will not
affect domestic clients. If it can be done, will open a whole new market. Then
Alex ponders Jonah’s question, to determine what management techniques should
be utilized. Alex determines how a physicist approaches a problem. Maybe this will lead to an answer.
Alex experiences a problem at the plant. It seems all the new orders have
created new bottlenecks. After analyzing the problem, they agreed to increase inventory in
front of the bottlenecks an tell sales to not promise new order deliveries for
four weeks, twice as much as before. This will hurt the new relationship between
sales and production, but it is needed. Production is an ongoing process of
improvement, and when new problems arise they need to be dealt with accordingly.
Finally, struggling with the answer to Jonah’s question, Alex comes up with some questions on his own: What to change? What to change to? How to cause the
change? Answering these questions are the keys to management, and the skills needed to answer them are the keys to a good manager and ultimately the answer
to Jonah’s question.
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driving factors behind each methodology. Journal of Cost Management
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Goldratt, E. M. 1990. What is this thing called Theory of Constraints.
New York: North River Press. (Summary).
Goldratt, E. M. 1990. The Haystack Syndrome: Sifting Information Out
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Goldratt, E. M. 1992. From Cost world to throughput world. Advances In
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Goldratt, E. M., E. Schragenheim and C. A. Ptak. 2000. Necessary But
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