During this year’s Super Bowl, many advertisers wasted their time and money. According to media critics, their TV commercials failed to convey a clear message about their products or services. And, several of the ads were centered on dreams rather than real-life situations.
The same thing happens every day in the world of manufacturing. Many engineers fail to communicate their actual goals to systems integrators. Instead, they often focus on dream goals that convey their wishes for automated equipment.