The order book is full to March. The price list is from last year.

A stretched lead time is a pricing signal that most businesses file as a scheduling problem, and the mistranslation quietly reshapes who your customers are.

By Steve 5 min read
Abstract bridge artwork for The order book is full to March. The price list is from last year.

A full order book feels like the reward for doing the work well. Enquiries convert, the diary fills out to March, and the conversation inside the business turns to capacity: whether to add a second shift, hire another two, take a unit down the road. What rarely enters that conversation is the price list, which is often the same one that was in force when lead times were three weeks. This is a mistranslation, and it is one of the most common in mid-sized businesses. A lengthening queue is not…

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