What do most organizations misunderstand about cost reduction?

I think that a lot of companies don't see cost reduction as a one-off type exercise.

So you come across an issue where you are, your margins are, are low, and you find at that point you need to start reducing-- you think you need to start reducing costs, which is definitely apparent.

But if you can get to the point where you are looking at cost at all times and looking at it more consistently, then you can keep your mar- your margins much more trimmer and, and keep higher margins if you can keep your, your costs within check on a continuing basis.

The other thing that people misunderstand is they think the engineers are responsible for cost or manufacturing engineers are responsible for cost.

And when you look at it truly, it's actually a lot of the organization is responsible for cost.

It's not just the engineering organization, it's the whole organization.

Why is this so critical?