Gaetano Cocco, a World-Champion Technical Engineer

Gaetano Cocco has been a technical engineer all his life. After graduating in Mechanical Engineering he joined Alfa Romeo then living its golden years and rose through the ranks before returning to his homeland, Veneto, where he joined Aprilia the world known motorbikes manufacturer. During the twenty years spent with Aprilia he played a decisive role in designing the motorbikes which won a good number of world championships. After leaving Aprilia he spent four years with a company which is world leader in the design and manufacturing of thrill rides and roller coasters before choosing to become a consultant.

Which one of your experiences has been the most important for you and the one which gave you the most?

No doubt my experience with Aprilia. I have never ceased to love motorbikes and I have even written a book on them.

How many world titles did you win with Aprilia? What does a designer feel when his invention wins a world championship?

I had a part in the first title in the 125 class and in the first two in the 250 class. It is impossible to describe the joy one feels when achieving such a goal as a world championship. One thing I can tell you: these victories have motivated me to love my job all the more and to commit myself to achieving the best possible level of excellence in what I do.

It would be interesting to go on talking of these unforgettable moments, but we have to go back to our theme: what are the main changes that have taken place in technical design over the last twenty years?

Information technology has brought about a true revolution in design, calculation and data management. But in countries like Italy, and due to a lack of competence, these tools have not been used to the full.

Another important change has been caused by the new rules on security and quality which have become more and more severe and as a consequence have made technical design more and more complex.

Today what are the main problems of a Technical and Design Department?

I think it has three major problems.

The first is the absolute need to reduce time to market: if a company wants to remain competitive new products must be developed at a much faster rate than in the past.

The second problem is the lack of integration between the Technical and Design Department and the rest of the company.

The third is the difficulty to define a coherent new product development plan.

The first of the problems you quoted was the need to reduce time to market: how is it possible to achieve this goal?

It is necessary to improve project management and this can be achieved in many ways: selecting the project leaders, using methodologies which allow to keep the project under control in a simple yet effective way, involving in the project not only technical designers, but also people from manufacturing, purchasing etc. and, wherever needed, customers and suppliers as well.

What about the second problem: integration. How is it possible to improve it?

This is always one of the most difficult and strategic problem because about 70% of a company’s costs are decided in the design phase. To improve integration a company must work on communication both formal and informal.

Using all the tools available (Training, team building etc.) a new culture must be created instead of the old culture according to which the Technical and Design Department is an “ivory tower” impenetrable and separated from the rest of the company.

Another major problem is the development of the new product plan. Haw can this strategic activity be improved?

Only through the cooperation of various functions such as Marketing, Manufacturing, Technical and Design and the implementation of proper procedures and methodologies.

As you see integration plays a very important part even in the definition of the product plan.

As you have pointed out often the Technical and Design Department appears as an “ivory tower” which has its own independent life and operates without any controls from outside. Is it possible according to your experience to keep this important department under control?

Contrary to a widespread opinion it is not difficult to put the department under control. Along the years I have developed a set of indicators to monitor the efficiency and the effectiveness of the Technical and Design function and these indicators are easy to get on a monthly basis or even more often and are easy to understand even for non technical people.

In conclusion I ask you to provide three suggestions to Technical and Design Managers……..

I would rather give them four.

First. Open the doors and listen to the needs of the rest of the company and ask them to listen to your needs.

Second. Insist on the definition and periodical revision of the new product plan in order to have a valid guideline for your work.

Third. Keep up to date not only as far as computerised tools are concerned but also in modern methodologies for project management aimed at reducing time to market.

Fourth. Do not be afraid to measure your efficiency and effectiveness and to show your performances to the whole company.

My present job as a consultant is aimed at helping my clients in implementing these suggestions.