The Power of WHY – the Key to Excellence

Abstract

To do the right things from start and do it all the time might sound like an apparent statement, however, it is easier said than done. The prerequisite, as this dissertation will show, to do the right things from the start and do it all the time is to thoroughly understand what to do, how to do it and most essentially, why do what you do. This MSc dissertation investigates how a deeper understanding of the underlying why behind customer expectations can enhance value creation and customer satisfaction within product development processes. Using Aurobay as a case study and utilising the highly data-driven and fact-based improvement methodology, Six Sigma, the research explores the current state of the quote process and its impact on business operations, the influence of expectation alignment on perceived quality, and potential methods for bridging the gap between current and future states. The findings indicate that while existing processes are standardised, they lack sufficient focus on identifying the root drivers of customer value. This limitation leads to misaligned value propositions, increased rework, and reduced customer satisfaction. To address this, a method was developed, grounded in Sinek’s Golden Circle and the Value Definition Model, to support early-stage identification and prioritisation of customer expectations. The proposed approach promotes cross-functional collaboration and encourages a shift from task-driven to needs-driven thinking. The author proposes a novel quality definition. The definition is based on the premise that quality should be assessed not solely by measurable attributes, but by the extent to which a product or service meets or exceeds customer expectations. As such, a product may be perceived as superior in quality even if it is objectively outperformed by alternatives, provided it delivers greater alignment with user expectations. This perspective underscores the importance of perception and expectation management. The study concludes that embedding a deeper understanding of the 'why' behind customer expectations into early development stages enables more accurate value alignment, enhances perceived quality, and supports strategic decision-making. By shifting from a task-focused to a purpose-driven approach, organisations like Aurobay can foster stronger customer alignment, reduce inefficiencies, and create sustainable competitive advantage through improved product development practices. Ultimately, the thesis highlights the importance of understanding not just what and how to deliver, but why—providing strategic insights for improving customer alignment and value delivery in complex development environments