Joysticks, Chapter II
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Toyota is adding joystick controls to their forklifts in order to entice young gamers to apply for jobs as material handlers (Wood).
Now Caterpillar is getting into the act, apparently for a different reason.
It so happens that the operators for road graders are retiring in record numbers (Brat). In order to keep them around, Caterpillar had to figure out a way make their job easier, without alienating them by creating something new - and unknown.
The best solution was joysticks, again. Operators go home more relaxed and less fatigued than before because joysticks are easier to use. Reducing the number of levers from fifteen to zero and eliminating the steering wheel, the new road graders are easier to use and give older workers a reason to stay around.
Toyota used joysticks to attract younger workers. Caterpillar used them to retain older workers. Two strategies end up having the same tactics.
Everybody wins, including Caterpillar. It ends up that the drive-by-wire road grader costs seven percent more.
References
Brat, Ilan. A Joy(stick) to Behold. The Wall Street Journal. 23 June 2008. R5.
Wood, Brett. Grand Strategy - Product Development: Toyota Fork-Lifts - A Case Study. Presentation to the Orange County Chapter of the Association for Strategic Planning. 22 January 2008. http://mixnerstrategy.com/blog/2008/02/joysticks_arent_just_for_video.html