The Salve of Strategy: Operations vs. Marketing through the Theory of Constraints

 

The Salve of Strategy: Operations vs. Marketing through the Theory of Constraints

To understand the difference between how Operations and Marketing perceive value, we look to the ancient Taoist text, the Zhuangzi (Chapter 1, "Free and Easy Wandering"), which tells the story of the "Ointment for Chapped Hands."

The Story: The Ointment for Chapped Hands

In the state of Song, a family had a secret recipe for a salve that prevented hands from chapping or frostbite. For generations, they used this ointment to survive their trade as silk-bleachers, working in freezing river water.

A traveler heard of the salve and offered the family one hundred pieces of gold for the recipe. The family gathered and reasoned: "We have bleached silk for generations and earned only a pittance. Now we can sell this secret for a fortune in a single day. Let’s do it."

The traveler took the recipe to the King of Wu, who was at war with the state of Yue. It was winter, and the armies were engaged in a naval battle. The King’s soldiers used the ointment, keeping their hands healthy and nimble, while the Yue soldiers suffered from crippling frostbite. The King of Wu won a decisive victory. For his contribution, the traveler was rewarded with a fiefdom and a high title, becoming a wealthy lord.

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The Theory of Constraints (TOC) Analysis

In the Theory of Constraints, a "constraint" is anything that prevents a system from achieving more of its goal. This story illustrates how a single product can be viewed as a cost-saving tool or a throughput-generating weapon.

1. The Operations Perspective: The "Cost World"
The silk-bleaching family viewed the ointment through an Operations lens. To them, the ointment was a "support tool" used to maintain their local process.

• The Constraint: Their physical discomfort and skin damage.
• Focus: Local efficiency. The ointment allowed them to keep washing silk in winter, maintaining a steady but low Throughput (money generated through sales).
• Value Perception: They saw the value of the recipe relative to their manual labor. To them, 100 gold pieces was the "maximum price" because they only measured the ointment by the cost of the time it saved them.

2. The Marketing/Strategist Perspective: The "Throughput World"
The traveler viewed the ointment through a Marketing and Strategic lens. He ignored the silk and looked for a Global Constraint.

• The Constraint: The biological limit of human endurance in winter warfare. This was the bottleneck preventing the King from winning the war.
• Focus: Global Optima. He saw the ointment as a Competitive Edge that removed a massive barrier for a high-value "customer" (the King).
• Value Perception: He understood that the value of a product is not what it costs to make, but the magnitude of the problem it solves. By removing the constraint of frostbite, he transformed a commodity hand cream into a high-leverage "Throughput Generator" that won a kingdom.

The Manager’s Lesson:
Operations ensures the "ointment" is made efficiently so the "silk" can be washed (minimizing Operating Expense). Marketing finds the "war" where that same ointment is worth a province (maximizing Throughput). To scale your business, stop looking at what your product is and start looking at what constraint it removes for the market.

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From Products to T-Generators: Redefining the Roles of Operations, Marketing, and R&D

One of Eli Schragenheim’s most thought-provoking insights is the distinction between what operations and marketing truly deliver. Operations, he argued, produce products. Marketing, on the other hand, sells t-generators—the tangible or intangible entities that generate throughput.

This distinction opens the door to a deeper rethinking of organizational roles. If marketing is not merely about pushing existing products, but about shaping and selling throughput generators, then the function of R&D cannot remain confined to “product development.” R&D must be integrated into marketing’s mission of designing and evolving t-generators—whether they take the form of products, services, or even innovative business models.

The Redefinition of Roles

1. Operations: Builders of Capability
   Operations’ role is clear and stable. They are responsible for transforming resources into reliable outputs—whether physical products, digital deliverables, or service executions. Their success lies in efficiency, quality, and dependability. Operations are the foundation on which throughput potential rests.

2. Marketing (including R&D): Designers and Multipliers of Throughput
   Marketing’s mission is not simply to promote what operations produce. It is to define and develop the t-generatorsthat maximize the organization’s throughput. This means understanding customer needs, market dynamics, and competitive landscapes to identify what kind of t-generators can create sustainable streams of value.

   R&D belongs here, not as a separate silo. Its task is not just to “invent” or “improve” products, but to co-create with marketing new and more effective throughput generators—be they subscription models, service packages, ecosystems, or platforms. This reframing aligns R&D’s creativity with the ultimate economic engine: throughput.

3. KPI Realignment
   Traditional KPIs often measure marketing by sales volume and R&D by the number of new products launched. This misses the point. If marketing plus R&D is truly about generating throughput, their KPI must reflect the net throughput potential created by the portfolio of t-generators.

   • Not “How many products did we launch?” but “How much throughput capacity have we created?”

   • Not “How many leads were generated?” but “How effectively are our t-generators sustaining throughput growth?”

Why This Matters

Most organizations unintentionally limit R&D by tethering it to operations. The result is incremental product improvements that do not necessarily translate into stronger t-generators. By placing R&D under marketing, innovation becomes market-driven, strategically aligned, and directly linked to throughput.

This redefinition also clarifies the boundaries:

• Operations excel at execution.

• Marketing (with R&D) excels at conception and value creation.

• Together, they form a coherent system where throughput is not left to chance but is deliberately designed and reliably delivered.

Conclusion

Organizations that adopt this perspective will unlock a sharper division of labor, a more focused set of KPIs, and above all, a deeper alignment with the fundamental goal of business: to maximize sustainable throughput.

When marketing and R&D unite around the design of t-generators, and operations delivers them with excellence, the organization as a whole achieves clarity of purpose and strength of execution.