When you think of Lean Manufacturing, efficiency and waste reduction probably come to mind. But at its core, Lean is focusing on what customers value most, even when they can’t articulate it themselves. In this episode, we continue our discussion on Lean and explore how understanding customer value shapes every decision in the Lean process. Amtech CEO Jay Patel shares insights on why defining value isn’t as simple as it seems and how we have to dig deeper to uncover what customers truly need—sometimes before they even know it themselves. We discuss the tension between efficiency and customer experience with real-world examples that challenge conventional thinking, like why airlines intentionally create “inefficient” processes to enhance perceived value. We also discuss how mapping workflows, adapting to changing needs, and continuously questioning assumptions help your business stay aligned with your customers. Featuring Jay Patel.