Quality during Design
154 episodes - English - Latest episode: 3 days ago -Quality during Design is a podcast for product designers, engineers, and anyone else who cares about creating high-quality products. In each episode, we explore the principles of quality design, from user-centered thinking to iterative development. We introduce frameworks to make better design decisions and reduce costly re-designs. We explore ways to co-work with cross-functional teams. We also talk to experts in the field about their experiences and insights.
Join host Dianna Deeney in using quality thinking throughout the design process to create products others love, for less. Whether you're a seasoned designer or just starting out, looking to improve your existing designs or start from scratch, Quality during Design is the podcast for you.
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Episodes
Discrete Data vs. Continuous Data
March 02, 2022 12:00 - 10 minutes - 7.17 MBSend us a Text Message. Once we've decided to control something (think of our prevention and detection controls), we then need to decide how to measure it. Different controls may need different measuring requirements, which can give us discrete or continuous data. We treat these data types differently when collecting it, determining sample sizes, and analyzing it for results. Tune-in to learn more about how to take the next step in defining controls: figuring out how to measure it and consi...
Prevention Controls vs. Detection Controls
February 23, 2022 03:00 - 10 minutes - 7.43 MBSend us a Text Message. Not all controls are equal, and we don't have to wait for something bad to happen to start designing with them. We compare different types of controls in product development and design engineering: Prevention Controls vs. Detection Controls. We review concepts, uses for controls, risk-based controls, and how to prioritize design efforts for the right controls. Visit the podcast blog for a Venn diagram and other links. Get the poka-yoke mistake-proofing checklist he...
Try this Method to Help with Complex Decisions (DMRCS)
February 16, 2022 13:00 - 9 minutes - 6.37 MBSend us a Text Message. Your team is faced with a complex decision. Maybe it's complex because you have a lot of options or maybe it's complex because it's technically challenging and requires some testing. You may want to consider a structured approach: DMRCS. Define Measure Reduce Combine Select Learn more about this approach by statisticians Dr. Anderson-Cook and Dr. Lu. Check the podcast blog for their articles and examples. Give us a Rating & Review **NEW COURSE** FMEA in Practice:...
Overlapping Ideas: Quality, Reliability, and Safety
February 09, 2022 13:00 - 7 minutes - 5.3 MBSend us a Text Message. We’ve identified safety concerns about our product design. How concerned do we need to be about quality while we’re determining root causes? There is an intersection of quality, reliability, and safety. We talk about how they fit together. Visit the podcast blog at QualityDuringDesign.com for a graphic that shows how they fit together. Give us a Rating & Review **NEW COURSE** FMEA in Practice: from Plan to Risk-Based Decision Making is enrolling students now. Vi...
Using SIPOC to Get Started
February 02, 2022 13:00 - 12 minutes - 8.59 MBSend us a Text Message. We’re at the concept phases of our product design, trying to get our heads around the high-level steps that our users are going to take to use our product. We have an idea that we’ll have many different user groups interacting with our product, but we’re not so clear about the big picture – who is doing what, when and who needs what afterwards. To put it all together, we can help ourselves with a common quality tool: a SIPOC diagram. SIPOC is an acronym for Supplie...
Risk Barriers as Swiss Cheese?
January 26, 2022 13:00 - 8 minutes - 6.13 MBSend us a Text Message. There's a model that can help us visualize and consider the different barriers to harm: The Swiss Cheese Model of Accident Causation. Learn what makes up this model and how ideas are represented. There are also different ways that the model is being used today. How can we design for controls, policies, or actions that are part of the use of our product but outside of our control? We step through an example of a situation where we're thinking about our product desig...
Environmental Stress Testing for Robust Designs
January 19, 2022 13:00 - 9 minutes - 6.52 MBSend us a Text Message. There is a rather large family of test methods associated with Qualitative Accelerated Tests. They're also known as RETs (or Reliability Enhancement Tests). Today, we’re focused on the models that are used to help us with the design. Awareness about these methods will help us with future test plans and project management. We talk about environmental stress testing and remind ourselves a little about HALT. Visit the podcast blog for a transcript. If you'd like to ...
Choosing a Confidence Level for Test using FMEA
January 12, 2022 13:00 - 5 minutes - 3.9 MBSend us a Text Message. We’re developing requirements for our product, including setting reliability requirements. Or we’re setting acceptance criteria for our test plans. What confidence levels do we choose? We don’t have to blindly set them - we can base it off the risks of failure, using our FMEA (failure mode effects analysis). FMEA is a great tool for us to refer to, to help us choose a relevant confidence level by basing our decision on one or more metrics that the FMEA can provide. ...
Getting Started with FMEA - It All Begins with a Plan
January 05, 2022 18:00 - 7 minutes - 5.41 MBSend us a Text Message. We’re starting to populate an FMEA table with our team. We get it started, but then we get stuck in disagreements. Or we think we finish it and then we don’t know what to do with it. We can avoid these headaches with a little planning (or maybe a lot of planning - it depends on the project). We talk about risk management planning as it relates to FMEA. Visit the podcast blog for a transcript. Give us a Rating & Review **NEW COURSE** FMEA in Practice: from Plan t...
2021 Retrospective & Looking Ahead in 2022
December 29, 2021 20:00 - 9 minutes - 6.84 MBSend us a Text Message. It's almost a new calendar year! We look back at the most popular episodes, my favorite episodes, recommendations for conferences, and a look ahead at what 2022 will bring to Quality during Design. Subscribe for a weekly newsletter and to keep up to date with the new offerings in 2022. Let me know what you like by filling out this brief survey - it will help me to develop the type of content that's just for you! Thank you for listening in 2021, and I look forward...
How can 8D help solve my recurring problem?
December 22, 2021 19:00 - 11 minutes - 7.65 MBSend us a Text Message. We talk about the 8D methodology, describe situations where we could benefit from it, list each of the 8 Disciplines, and compare it to PDSA and DMAIC. Check the podcast blog for the stopwatch graphic from Chris S.P. Visser, download a summary sheet, my book recommendation, and a link to 8D forms. Give us a Rating & Review **NEW COURSE** FMEA in Practice: from Plan to Risk-Based Decision Making is enrolling students now. Visit the course page for more information ...
Mistake-Proofing - The Poka-Yoke of Usability
December 15, 2021 16:00 - 15 minutes - 10.4 MBSend us a Text Message. How do we go about mistake-proofing our product design? There are steps we can take and a checklist we can use, based on a well-known manufacturing production method: poka-yoke. Download the guidelines and checklist, and then follow-along with the podcast. Give us a Rating & Review **NEW COURSE** FMEA in Practice: from Plan to Risk-Based Decision Making is enrolling students now. Visit the course page for more information and to sign up today! Click Here **FREE...
Getting Comfortable with using Reliability Results
December 08, 2021 18:00 - 16 minutes - 11 MBSend us a Text Message. We want to engage a reliability engineer in an analysis for our product design. They can help us produce some great information from which we can make decisions. You might be feeling uncomfortable about our team making a design decision based on those results. You don’t quite understand how the reliability engineer came up with the answer. You want to know where that information comes from so you can gauge the level of project risk of our decision. We peel-back the...
How to Self-Advocate for More Customer Face Time (and why it's important)
December 01, 2021 14:00 - 12 minutes - 8.28 MBSend us a Text Message. There are many stories of design successes attributed to the right level of understanding of the customer. Product designers make decisions, daily, about how a product is going to look and perform. So, we need to really understand the customer. And, to really get the customer, engineers need to spend time with them. Sometimes, the business doesn’t want us to interact with the customer or doesn’t think it would be valuable. Objections include that we're not prepared...
Choosing Quality Tools (Mind Map vs. Flowchart vs. Spaghetti Diagram)
November 24, 2021 14:00 - 14 minutes - 10.2 MBSend us a Text Message. Within our quality toolbox, there are a lot of graphical organizers. Some are better at fulfilling different goals than others. If we have a goal in mind, then we may choose a certain tool. However, we don’t want analysis paralysis about which tool is best to stop us from using any tool at all. I share my 3 general guidelines about choosing a graphical quality tool, how to draw them, and when to use them. Plus, we talk about 3 tools in particular, prompted by a s...
The DFE Part of DFX (Design For Environment and eXcellence)
November 17, 2021 14:00 - 12 minutes - 8.38 MBSend us a Text Message. Design for Excellence (DFX) is a concept that includes many initiatives, like design for usability, design for manufacturability and assembly, and design for environment and disassembly. It’s a focus on doing things right, exceeding customer expectations, optimizing what’s needed while minimizing costs, and continuous improvement. Today we take a deep dive on one of those aspects: design for environment (DFE), including design for disassembly. What are reasons that...
Results-Driven Decisions, Faster: Accelerated Stress Testing as a Reliability Life Test
November 10, 2021 14:00 - 15 minutes - 10.7 MBSend us a Text Message. This episode talks about options for reliability life testing, specifically accelerated stress testing. We explore how accelerated stress testing is one subset of other reliability life testing, when it's a good idea, how we can approach doing it, and what we can do with the results. Visit the podcast blog for links and references. Related episodes: Episode 6 “HALT! Watch out for that weakest link” Episode 10 “How to Handle Competing Failure Modes” Episode 30 “Us...
When to use DOE (Design of Experiments)
November 03, 2021 13:00 - 7 minutes - 5.42 MBSend us a Text Message. What is design of experiments, or DOE? What do we use it for and what is it all about? We talk about when we might want to use it during the design cycle, and we do this without getting into all of the how-to and mathematical equations. Visit the podcast blog for a transcript. Give us a Rating & Review **NEW COURSE** FMEA in Practice: from Plan to Risk-Based Decision Making is enrolling students now. Visit the course page for more information and to sign up today!...
Design for User Tasks using an Urgent/Important Matrix
October 27, 2021 13:00 - 11 minutes - 8.15 MBSend us a Text Message. We’ve collected all sorts of preliminary information about our users that we’re using for a new product design. We may be faced with so much data we’re not sure where to turn first, or what design feature is a priority. There’s a simple, 2-way matrix we can use to help us sort it all out: an urgent/important matrix. We may have used it to prioritize tasks for ourselves or as a management strategy for our team. But, we can also use it to evaluate the tasks our users t...
Statistical vs. Practical Significance
October 20, 2021 13:00 - 5 minutes - 4.12 MBSend us a Text Message. When we’re looking at results (like measures of a characteristic), we need to take care not to get too hung-up on what the statistics is trying to tell us. Yes, statistical tools are a good way for us to make decisions and the results can act as proof for us. But, there’s a practical, engineering side to results, too. We need to evaluate the statistical significance along with the practical significance. We review an example and how to document it. Visit the podcas...
How many do we need to test?
October 13, 2021 18:00 - 15 minutes - 10.4 MBSend us a Text Message. In this episode we review sampling for design tests. We talk through a generic thought process for choosing a statistically relevant sample size and propose some basics that we can all learn about to better understand sampling. Our goal is for us to be able to better talk through a sampling scenario with our quality and reliability engineering friends, and to better prepare for the information that they're going to want to know when asked, "How many do we need to te...
Life Cycle Costing for Product Design Choices
October 06, 2021 19:00 - 10 minutes - 7.58 MBSend us a Text Message. It costs our customers to own our designed products. It costs them initially to purchase it, but it also costs them to use it, maintain it, repair it, and eventually dispose of it. And it costs our company in ways too, like processing, training requirements for customers, and warranty repair costs. Life cycle costing can help our team choose between design alternatives, like alternate design options, features, manufacturing methods or suppliers. This type of analys...
5 Aspects of Good Reliability Goals and Requirements
September 29, 2021 18:00 - 12 minutes - 8.65 MBSend us a Text Message. Good reliability requirements are going to drive our design decisions relating to the concept, the components, the materials, and other stuff. So, the moment to start defining reliability requirements is early in the design process. But, what makes a well-defined reliability requirement? There are five aspects it should cover: do you know what they are? We'll describe what makes a good reliability requirement and examples of common (but not good) requirements. Vi...
Using Failure Rate Functions to Drive Early Design Decisions
September 22, 2021 21:00 - 11 minutes - 8.16 MBSend us a Text Message. We have good requirements for the reliability of our design. We also have a preliminary design with ideas of how we're going to manufacture it. Is our design idea good enough? Are there things we should do to improve its performance and reliability? For a physical product, there are three general stages in its life cycle. In many cases the failure rates of physical products can be represented by a reliability bathtub curve. This curve is really a plot of a hazard ra...
Types of Design Analyses possible with User Process Flowcharts
September 15, 2021 14:00 - 12 minutes - 8.37 MBSend us a Text Message. Flowcharting isn't just useful for manufacturing processes. We can use them in lots of ways to help us with design of products and to identify quality characteristics. After all, products are used by people, and the way in which they use them is a process. compare ideal vs. actual flowcharts identify where there is disagreement about correct sequence or steps identify common mistakes/problems at each step to mistake-proof the process and design analyze cycle ...
Design Tolerances Based on Economics (Using the Taguchi Loss Function)
September 08, 2021 12:00 - 9 minutes - 6.47 MBSend us a Text Message. Genichi Taguchi related his measure of quality (variation from the target spec) with economics, called the Taguchi Loss Function. It’s used to calculate the cost (in money) of a certain deviation from a target value. It assumes that the farther our quality characteristic is from our target value, the more costly it is to us. We talk about how we can use the Taguchi Loss Functions as a way for us to set tolerances for our designs. Visit the podcast blog to get an int...
How many controls do we need to reduce risk?
September 02, 2021 01:00 - 9 minutes - 6.34 MBSend us a Text Message. When we've identified a risk to our design or user process - and that risk can pose a potential harm - how many controls do we need to add? We discuss prevention vs. detection controls, ALARP, as low as possible, and some scenarios where we could (and maybe couldn't) justify a risk as acceptable without adding additional controls. Give us a Rating & Review **NEW COURSE** FMEA in Practice: from Plan to Risk-Based Decision Making is enrolling students now. Visit the...
Solving symptoms instead of causes?
August 25, 2021 19:00 - 10 minutes - 7.12 MBSend us a Text Message. How we describe and approach the issues we need to solve can affect how we react to them. We know we’re supposed to be solving for root causes. But are we, instead, really just addressing symptoms? Are we celebrating the quick fix and then moving on without addressing the root of our issue? Recognize the common mishaps of us solving symptoms instead of really getting to the causes. And, clearly describe our problem in two parts (statement and description of facts...
Do you have SMART ACORN objectives?
August 18, 2021 12:00 - 6 minutes - 4.84 MBSend us a Text Message. Objectives are goalposts of what it is we’re trying to accomplish. Though they’re only a part of planning a project, if we don’t have well-defined and clear objectives, it could lead to us not having the stellar project results we want. Our objective should be a SMART ACORN. We review these two, complementing acronyms as ways to check that we're setting up our project for success. Give us a Rating & Review **NEW COURSE** FMEA in Practice: from Plan to Risk-Based ...
Do you have SMART ACORN objectives?
August 18, 2021 12:00 - 6 minutes - 4.81 MBObjectives are goalposts of what it is we’re trying to accomplish. Though they’re only a part of planning a project, if we don’t have well-defined and clear objectives, it could lead to us not having the stellar project results we want. Our objective should be a SMART ACORN. We review these two, complementing acronyms as ways to check that we're setting up our project for success. Support the show About me Dianna Deeney founded Quality during Design through her company Deeney Enterprises, ...
Why Look to Standards
August 11, 2021 12:00 - 7 minutes - 5.44 MBSend us a Text Message. Standards are everywhere, and lots of organizations are sourcing and creating them. The U.S. Federal Trade Commission held a workshop 2019 that recently made the news, again, in July 2021. It was called “Nixing the Fix: a Workshop on Repair Restrictions”. Here’s what it's about: manufacturers are not creating products with standard parts, or their design is created so its difficult for consumers to repair. Are standards part of the answer? How can we proactively us...
Getting the Voice of the Customer
August 04, 2021 12:00 - 6 minutes - 4.65 MBSend us a Text Message. Before we can link customer needs to design, production, and service of our products, we need to listen to and understand the voice of the customer. We review 6 common VOC collection strategies, and talk about their pros and cons. We also discuss an affinity diagram process, which may help our team organize all of the data to get to customer needs. Visit the podcast blog for a transcript and extra links and citations. Give us a Rating & Review **NEW COURSE** FMEA...
The Way We Test Matters
July 28, 2021 13:00 - 7 minutes - 5.34 MBSend us a Text Message. We can look at test methods like a product in and of itself. Because tests also have requirements and need to produce usable results, we validate against those requirements. Validating our test method also ensures that they are precise and accurate. We talk about things to consider when looking at product tests: tying test methods to the product's use environment, standards, and cumulative effects of testing. See the podcast blog for some extra links and articles...
Designing Specs for QA
July 21, 2021 12:00 - 8 minutes - 6.22 MBSend us a Text Message. Creating specs for suppliers and producers is generally at the forefront of our thoughts about the activity. But, it's also important to design for our QA friends, too, for inspection. We talk about what acceptance sampling is all about. We also step through a thought process for identifying and creating design features for inspection using FMEA. See the transcript at the podcast blog. Give us a Rating & Review **NEW COURSE** FMEA in Practice: from Plan to Risk-B...
Every Failure is a Gift
July 14, 2021 15:00 - 6 minutes - 4.51 MBSend us a Text Message. When designs fail we can take on damaging mindsets while we're deciding our next steps, and this can lead us to bad decisions. We explore this and give some examples of pitfalls. We also talk about what to do within the design-realm to prepare for and combat those mindsets. Finally, I share my mantra when designing activities get tough with failures. Give us a Rating & Review **NEW COURSE** FMEA in Practice: from Plan to Risk-Based Decision Making is enrolling st...
Understanding the Purposes behind Kaizen
July 07, 2021 08:00 - 7 minutes - 5.28 MBSend us a Text Message. In the quality world, kaizen is a tool for continuous improvement under the umbrella of a Lean philosophy. The quality-tool kaizen is just one layer of a larger, overarching idea that we benefit from small, incremental improvements made consistently. Kaizen as a tool involves all employees of the company toward continuous improvement. The way kaizen events are done helps to promote the continuous improvement philosophy throughout the business through its effect on c...
Fishbone Diagram: A Supertool to Understand Problems, Potential Solutions, and Goals
June 30, 2021 12:00 - 7 minutes - 5.3 MBSend us a Text Message. A Fishbone Diagram is named for its looks because it resembles the bones of a fish drawn on paper. Its less creative names are Cause-and-Effect Diagram and Ishikawa Diagram. It's popularly known to help with root cause analysis. But, we can also use it to help with goals and to evaluate a potential solution. Why is it a Supertool? Just creating its headings helps us to better define our question. Writing it out as a graphical organizer helps organize jumbled thought...
What is 'Production Equivalent' and Why Does it Matter?
June 23, 2021 12:00 - 10 minutes - 7.46 MBSend us a Text Message. We're in the middle of our design process and we're getting some of the first parts in hand, either from prototyping or benchtops, or our manufacturing cell. Let's test them and finish our verification testing! Maybe we shouldn’t. We talk about the concept of production equivalent: what it means and when it's important to consider. For a transcript and extra links, see the podcast blog. Give us a Rating & Review **NEW COURSE** FMEA in Practice: from Plan to Risk-...
About Visual Quality Standards
June 16, 2021 12:00 - 5 minutes - 4.14 MBSend us a Text Message. "A picture is worth a thousand words" is an old saying, and it holds true! Visual standards, visual aids, and quality standards are a great tool, especially in design when communicating the limits of acceptability. This episode explores areas to capture this type of information and how it can be used not just for Quality Assurance and Production, but also for FMEA, root cause analysis, and future field defect investigations (to name a few). Give us a Rating & Review...
Using the Pareto Principle and Avoiding Common Pitfalls
June 08, 2021 12:00 - 11 minutes - 8.15 MBSend us a Text Message. The likeness of the Pareto Principle can be compared to Murphy's Law and the Peter Principle: it's a curious phenomenon. So, how did it make its way into quality? If using it to make decisions, there are some common pitfalls which can lead to delays in fixing a problem or even misdirect our efforts. So, what is it, and how can we use it for design? Get to know the Pareto Chart. If it's built and applied properly, it can help us prioritize: root cause analysis, new d...
The Who's Who of your Quality Team
June 02, 2021 12:00 - 6 minutes - 4.55 MBSend us a Text Message. Part of being an effective team member is knowing what the other teammates are responsible for doing. It's important because we need to know who to ask or interface with at certain points in our design process. This episode introduces (or reintroduces) some of our quality friends in design: Quality Engineer, Reliability Engineer, Supplier Quality, Calibration Technician, Quality Technician, and Quality Inspector. The podcast blog discusses more about cross-function...
When it's Not Normal: How to Choose from a Library of Distributions
May 26, 2021 21:00 - 9 minutes - 6.5 MBSend us a Text Message. When trying to fit a probability distribution to quantitative results, sometimes the normal probability doesn't fit. Minitab has a wealth of distributions to pick from. Do you just pick whichever one Minitab tells you fits the best? Maybe not. Just because the distribution fits your data doesn't mean it's a good one to use. We review my top 3 distributions for product testing and some other ones that come up but may not be appropriate to use. We'll also share what yo...
What are TQM, QFD, Six Sigma, and Lean?
May 19, 2021 12:00 - 13 minutes - 9.39 MBSend us a Text Message. You may have heard of QMS (Quality Management Systems) but are not sure how your activities fit in. Or, you’ve heard of QFD, ISO 9000, Six Sigma, Lean...these cryptic names that you’re not sure what they’re about. You may be doing activities under one of your company’s procedures and asking, “Why am I spending time on this?" Sometimes it’s good to re-orient to the big picture. That’s what we’ll be doing in this episode: reorienting to the QMS. We'll also talk about...
The Designer's Important Influence on Monitoring After Launch
May 12, 2021 12:00 - 10 minutes - 7.44 MBSend us a Text Message. Because of your role as a designer in product development, you have great input into the planning for what field (or real-use) data should be monitored for your product. We talk about this as post market surveillance, which is a typical term used for medical devices. This episode talks about how the post market surveillance engine follows the PDSA (plan-do-study-act) continuous improvement cycle, some expectations of post market surveillance systems, and what inputs ...
How to Handle Competing Failure Modes
May 05, 2021 13:00 - 8 minutes - 5.79 MBSend us a Text Message. If we're not careful with or ignore failure modes, we can choose the wrong reliability model or statistical distribution. If our product performance is close to the required limits and/or we need a very accurate model, this could be a big problem. We talk about the importance of failure modes and step-through a tensile-test example to explore these other topics: competing failure modes suspensions independent vs. dependent reliability block diagrams The podcast...
About Using Slide Decks for Technical Design Reviews
April 28, 2021 13:00 - 9 minutes - 6.24 MBSend us a Text Message. A danger of using slide decks for technical design reviews is loss of important technical information. In order to summarize something in a slide or slide deck, the presenter thins-out information without its raw data and divorces it from the plots, graphs, and other technical analyses. Slide decks are useful to the presenter to pull together a meeting. Slide decks are terrible for the reviewers who need to review technical information and make decisions from it. I...
Remaking Risk-Based Decisions: Allowing Ourselves to Change our Minds.
April 21, 2021 12:00 - 11 minutes - 7.9 MBSend us a Text Message. Recent news highlights an accident involving a product with tragic results. This podcast explores this as cautionary tale and example outside of our own design house. The goal is to shift our perspectives to let us gain a better understanding of risk-based decisions. We also talk about allowing ourselves room to change our minds about risk acceptability when we learn new information, both during the design process and from the field. The podcast blog includes extra...
Need to innovate? Stop brainstorming and try a systematic approach.
April 14, 2021 21:00 - 7 minutes - 5.41 MBSend us a Text Message. When we're trying to innovate, we can get trapped into the old thinking that the solution has to be out there somewhere. We need to think outside the box to find the solution to a problem. We should stop brainstorming and, instead, think inside the box with Systematic Inventive Thinking. We use systematic approaches to do lots of things, and being innovative can be one of them, too. This podcast blog talks about the shortcomings of group brainstorming sessions and ...
HALT! Watch out for that weakest link.
April 07, 2021 16:00 - 9 minutes - 6.84 MBSend us a Text Message. HALT (Highly Accelerated Life Test) uses the weakest link mentality. We apply stresses beyond what our designs would normally see in the environment to make something fail. It's meant to be an iterative test program where you are testing, analyzing the results, determining the root cause, fixing the design, and then testing it, again. This podcast reveals more about its roots, why you should perform HALT (or not), when in the design process it's best (hint: really e...
The Designer's Risk Analysis affects Business, Projects, and Suppliers
March 30, 2021 21:00 - 6 minutes - 4.68 MBSend us a Text Message. It takes a village to produce a design from concept to realization. Everyone along the way seems to think of risk a little bit differently. Designers are both directly and indirectly involved with all these risk management methods, but it's important to understand who is looking at what type of information. Why? Because of communication. One group might think that risk management is covered in the way they're thinking it should be, when in actuality it's not. This ...