This is an interesting question.  At the surface, it appears that there are no links associated between these groups, especially free CDs.  However, a close view of this grouping indicates something else.  This is a nice marketing campaign by Bob Dylan that directly connects with the customer.

Since the legendary Folk performer’s customers are of a age fitting with the AARP, this association will place him directly with his customer on a different level, beyond music.  Along with provided 50,000 free CDs to the AARP membership, the additional marketing promotion is gained.  I would have never recognized the new CD unless it was though this type of effort.  Also, the platform of the music fits with the customer.  I don’t think this is a 100% music download crowd.

LEAN SIX SIGMA TEACHING POINT:  We can all learn more about ourselves and our goals if we focus on the customer needs and problems.  By solving our customer problem, we create value.  This lesson learned from a folk singer is subtle in some ways, but very honest when you break down the overall message. Even though I am not a big fan of the genre of music, I can appreciate the commitment to detail and understating of one’s customer base.  As black belts, we need to be aware of our customer at all stages to validate we are solving the customers problem and not something else.

Article Link:

Gary Kapanowski – Lean Six Sigma Master Black Belt – Excelsior

The following blog is the opinion of Gary Kapanowski and  It is the sole intent to broadcast this opinion from Gary Kapanowski and exclusively and not to reflect on any other institutions or organizations associated with Gary Kapanowski or

Leave a Reply

Your email address will not be published. Required fields are marked *