Product – Page 10 – understand-culture

Command or Auftrag

A command, an order, an Auftrag are all forms in which military commanders communicate their intent. They are different in character, however. Commands and orders are strict, well defined, to be executed as stated. An Auftrag is the least strict in the sense of prescriptive, of defining the how as well as the what.

A command or order allows for little freedom in defining the how. A command defines the what and the how in detail. An Auftrag describes only the goal, thus allowing freedom to choose the best path to it. An Auftrag communicates intent, clearly and within the broader strategic context.

Depending on the situation, the line between an order and an Auftrag is in flux. The core of an Auftrag is the what. It can, though, include parameters such as the when and the where. The more detailed an Auftrag is about the how, the more it takes on the character of a command or order.

build a better mousetrap

“Build a better mousetrap, and the world will beat a path to your door” is attributed to the American writer Ralph Waldo Emerson from the late 19th century.

It may, however, be a misquotation of “If a man has good corn or wood, or boards, or pigs, to sell, or can make better chairs or knives, crucibles or church organs, than anybody else, you will find a broad, hard-beaten road to his house, though it be in the woods“.

The phrase “to build a better mousetrap”, has come to signify a false belief that companies need only build a better product for them to succeed, as if the sales and marketing of that product played an insignificant role. Americans rarely believe that a product can sell itself.

Quality is key

When it comes to the so-called magic triangle – schedule, budget, quality – Germans will almost always sacrifice one of the first two, or both, before reducing quality. The German customer, whether internal or external, expects nothing less. They will wait, and might even pay more if necessary, as long as they receive what they have ordered, or better. Germans expect completeness and quality.

Germans respect – and enjoy – work completed properly and presented in good form. For they are critical people always looking for what is not quite right, even if it has little to no effect on the purpose of the work: Spelling mistakes, scratches, inconsistent file formats, unclear graphics, creaky joints, unnecessarily sharp edges, dripping faucets. A job completed and well done requires no rework, no improvement, deserves only praise, is a work of art. Satisfaction.