So this is team configurable furniture.
And really the premise of this team is, hey, some people live in small spaces and most
of the furniture is not configurable and maybe there is an opportunity here to create furniture
that is configurable.
And so the team here presents its market segmentation.
And the market segments here are, there is a person who moves frequently, there is a
person who is a minimalist, and there is a person who is a single parent.
And that's what the team is exploring in terms of possibilities to address.
And now, if I may give the floor to Ingrid to describe the term mutually exclusive and
collectively exhaustive, and I'm going to ask you to do that with the following caveat
and that this three segments can really be one segment.
A person can move frequently and be a minimalist and be a single parent at the same time, does
it have to be three separate segments?
The floor is yours Ingrid.
Thank you Erdin.
Yeah, I'm very proud.
So we actually covered this in the previous webinar so for the ones that were in the building
your business feed we discussed what mutually exclusive and collectively exhaustive, or
MECE for short, is.
And basically it's like when we are looking to structure an argument, we have to make
sure that all the categories don't overlap.
So as he was saying, someone can be a single parent, minimalist, and moves frequently,
right?
So these three explanations are really mixing together.
And we also want to make sure that they are collectively exhaustive so that we actually
are covering the whole universe of possibility in the infrastructure that we are putting.
So for example, here we are talking moves frequently and single parents.
So what about the families?
What about the people that are single and have no kids?
So are you not including them in the analysis at all?
So when you're looking for this, you want to find a structure that allows you to cover
all the possibilities and cover them in a way that they don't overlap.
Does that help?
It helps.
And let me add a sub story here.
And I think it's going to be a fascinating example for you.
This concept was pioneered in professional use by McKinsey & Company, and that is the
premier management consulting firm.
And we study this firm to the extent that we can, and obviously that's Ingrid's former
employer so we can learn a lot from her.
Because we were looking always for new ideas to make teams better.
And we study effective organizations, we deduce what's effective about them.
And we always strive to find ways to infuse our teaching with such examples.
And what was really powerful, when Ingrid shared this with me, it really blew my mind.
This firm as early as the 1950s began thinking that it is imperative to have women on each
consulting team, right?
And the 1950s, we would take this for granted today, now we view it as a necessity and it's
sort of unspoken necessity that women should be integrated into any professional process.
But the 1950s were a different time and for a firm, for a professional firm that catered
to corporations, which at the time were male dominated and many still are, to think in
such far reaching ways.
I think this is really one of the reasons for their success.
Can you comment on that Ingrid?
Yeah.
Well, Marvin Bower, the founder of McKinsey, a guy that really created management consulting,
he was big in diversity and he was like, we definitely need a woman in each team and we
need to hire people, very smart people, not people that know about anything in particular
just very smart.
So he went to hiring people like from all careers, right?
Not only business people.
And I think that's the basics of the McKinsey success from the beginning and then a lot
of things happen.
But I was very inspired when I read that to join a firm that believed in women back in
the '50s.
And the message to you and this story is not just a detour for us.
The message here is directly relevant to you, and you should understand your very special
role in society.
You could be doing things today that are going to be taken for granted 50 years from now.
Think about how special that is.