Voice of the Business (VOB) represents the strategic needs, goals, and requirements of an organization that must be considered when initiating any Lean Six Sigma project. It encompasses the critical business objectives, financial targets, regulatory compliance requirements, and operational prioriti…Voice of the Business (VOB) represents the strategic needs, goals, and requirements of an organization that must be considered when initiating any Lean Six Sigma project. It encompasses the critical business objectives, financial targets, regulatory compliance requirements, and operational priorities that drive organizational success.
In the Define Phase of a Lean Six Sigma project, understanding VOB is essential because it ensures that improvement initiatives align with what the company needs to achieve. VOB typically includes profitability goals, market share objectives, cost reduction targets, compliance mandates, shareholder expectations, and strategic growth plans.
VOB differs from Voice of the Customer (VOC) in that it focuses on internal business priorities rather than external customer expectations. However, both voices must be balanced to create successful projects. A project that satisfies customers but harms profitability, or one that improves margins but alienates customers, will ultimately fail.
Key sources for capturing VOB include executive leadership interviews, strategic planning documents, annual reports, financial statements, regulatory requirements, and departmental performance metrics. Business leaders articulate their expectations through these channels, providing project teams with clear direction on organizational priorities.
When defining a project, Green Belt practitioners must translate VOB into measurable Critical to Quality (CTQ) characteristics. These CTQs become the foundation for project objectives and success criteria. For example, if VOB indicates a need to reduce operational costs by 15%, the project team must identify specific processes where cost savings can be achieved and measured.
Integrating VOB early in the Define Phase helps secure executive sponsorship, allocate appropriate resources, and maintain organizational support throughout the project lifecycle. Projects that demonstrate clear alignment with business objectives are more likely to receive funding, overcome obstacles, and achieve sustainable results that benefit both the organization and its stakeholders.
Voice of the Business (VOB) - Complete Guide
What is Voice of the Business (VOB)?
Voice of the Business (VOB) refers to the strategic needs, goals, financial objectives, and operational requirements of an organization. It represents what the business needs to succeed, grow, and remain competitive in the marketplace. VOB encompasses metrics such as profitability, market share, revenue growth, cost reduction, regulatory compliance, and shareholder value.
Why is VOB Important?
Understanding VOB is critical in Six Sigma projects because:
• Strategic Alignment: Ensures improvement projects support organizational goals and priorities • Resource Justification: Helps justify the allocation of resources to specific projects • ROI Focus: Keeps teams focused on delivering measurable financial returns • Stakeholder Buy-in: Gains executive sponsorship when projects align with business objectives • Project Selection: Guides the selection of high-impact projects during the Define Phase • Balanced Decision Making: Ensures customer needs are balanced with business sustainability
How VOB Works in the Define Phase
During the Define Phase, VOB is captured through:
1. Financial Analysis: Reviewing profit margins, cost structures, and revenue targets 2. Strategic Plans: Examining annual business plans and long-term strategies 3. Stakeholder Interviews: Speaking with executives, managers, and department heads 4. Performance Metrics: Analyzing KPIs, balanced scorecards, and operational dashboards 5. Competitive Analysis: Understanding market position and competitive pressures
Key Components of VOB
• Financial targets and profitability goals • Operational efficiency requirements • Risk management and compliance needs • Growth and expansion objectives • Employee productivity and retention goals • Supply chain and inventory requirements
VOB vs. VOC (Voice of the Customer)
While VOC focuses on external customer needs and expectations, VOB focuses on internal business requirements. Successful Six Sigma projects must balance both voices to ensure solutions satisfy customers while remaining financially viable and strategically aligned.
Translating VOB into CTQs
VOB statements must be converted into Critical to Quality (CTQ) characteristics:
VOB Statement → Business Driver → CTQ Metric
Example: 'Reduce operating costs' → Cost Efficiency → 'Reduce process cycle time by 20%'
Exam Tips: Answering Questions on Voice of the Business (VOB)
1. Remember the Definition: VOB represents internal business needs, goals, and requirements - not customer desires
2. Know the Sources: VOB comes from strategic plans, financial reports, executive interviews, and internal metrics
3. Distinguish VOB from VOC: If a question mentions customer satisfaction or customer requirements, that is VOC. If it mentions profitability, cost reduction, or strategic goals, that is VOB
4. Link to Project Selection: Questions often ask how VOB influences which projects get prioritized - answer by emphasizing strategic alignment and financial impact
5. Understand the Balance: Exam questions may test whether you understand that successful projects must satisfy both VOB and VOC
6. Focus on Measurability: VOB must be translated into measurable CTQs - look for answer choices that include specific metrics
7. Watch for Stakeholders: When asked who provides VOB input, select executives, managers, and internal stakeholders rather than customers or end-users
8. Define Phase Context: Remember that VOB is primarily addressed in the Define Phase when scoping and justifying the project