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Clifford L. Norman is a consultant with Associates in Process Improvement (API). API develops methods
and provides consulting, education and training to help organizations improve the value of their products
and services.
With more than 20 years of experience in manufacturing and quality, Cliff began his career at Norris
Industries and McDonnell Douglas Corporation. From 1979 – 1986, he facilitated the effort to implement
quality improvement throughout Otis Engineering, a division of Halliburton. While at Otis, he served as a
manager in manufacturing and held several positions in the quality organization. In 1986, Cliff joined
Philip Crosby Associates, where he led the effort to introduce SPC and Statistical Thinking to their
educational offering. In 1988, Cliff joined API and moved to Austin, Texas.
Born in Zanesville, Ohio, in 1952, and raised in South Gate, California, he earned a Bachelor of Science
degree from California State University at Los Angeles and a Master’s degree in Behavioral Science from
California State University at Dominguez Hills. He is a member of the American Society for Quality, and is
a Certified Quality Engineer (CQE). He has also been active in Junior Achievement as an advisor and
corporate administrator. Married to his wife Jane, they have five daughters (ages 14-22) and live in
Austin, Texas. His hobbies are the study of the American Civil War, stamp collecting, reading and travel
(especially to Civil War battlefield sites). Cliff is a co-author of the book, The Improvement Guide - A
Practical Approach to Enhancing Organizational Performance.
and provides consulting, education and training to help organizations improve the value of their products
and services.
With more than 20 years of experience in manufacturing and quality, Cliff began his career at Norris
Industries and McDonnell Douglas Corporation. From 1979 – 1986, he facilitated the effort to implement
quality improvement throughout Otis Engineering, a division of Halliburton. While at Otis, he served as a
manager in manufacturing and held several positions in the quality organization. In 1986, Cliff joined
Philip Crosby Associates, where he led the effort to introduce SPC and Statistical Thinking to their
educational offering. In 1988, Cliff joined API and moved to Austin, Texas.
Born in Zanesville, Ohio, in 1952, and raised in South Gate, California, he earned a Bachelor of Science
degree from California State University at Los Angeles and a Master’s degree in Behavioral Science from
California State University at Dominguez Hills. He is a member of the American Society for Quality, and is
a Certified Quality Engineer (CQE). He has also been active in Junior Achievement as an advisor and
corporate administrator. Married to his wife Jane, they have five daughters (ages 14-22) and live in
Austin, Texas. His hobbies are the study of the American Civil War, stamp collecting, reading and travel
(especially to Civil War battlefield sites). Cliff is a co-author of the book, The Improvement Guide - A
Practical Approach to Enhancing Organizational Performance.
About Our Associates
C. Jane Norman is the President of Profound Knowledge Products, Inc. (PKP) since 2001. PKP
collaborates with Associates in Process Improvement (API) to develop eLearning courses from private
and public published written materials of API. The Learning Management Site can be found at
www.pkplearn.com. Using API methods & materials, she provides consulting, education and training
world-wide to help organizations improve the value of their products and services.
With 30 years of experience in Quality Improvement (manufacturing, food, distribution and healthcare),
Jane has been an apprentice and practitioner of API methods since 1989. She began her career at
Caterpillar Tractor Inc., a $36 B construction company, with a Natural Science degree from St. Ambrose
University in Davenport, Iowa. Starting as a Machinist Apprentice, she held several jobs in Quality Control
and later became the Quality Coordinator and Training Manager for two plants. The Davenport Plant won
the Worldwide Corporate Quality Award in 1985, 1986 & 1987. In 1987, Jane joined Philip Crosby
Associates consulting company and later became the Director of Statistical Methods. In 1990, Jane
received her MBA from Rollins College, in Orlando and joined ConAgra, Inc. a $38 B food conglomerate
in Arkansas as Director of Statistical Process Control. Jane left ConAgra in 1995 as the Vice President of
Quality Management and moved to Texas to join the Conrad Company, a $27 M distributor of DuPont
Solid Surfaces as the Vice President of Operations.
Born in Salem, Oregon, Jane grew up in the Midwest as the daughter of teachers/administrators, going
to schools in Missouri, Kentucky, Iowa and Florida. She has been a chapter officer for the American
Society for Quality, and was certified as a Quality Engineer (CQE). She was also an advisor in Junior
Achievement. Married to her husband, Cliff, they have five daughters (ages 18-28) and three
grandchildren. They currently reside near Austin, Texas. She is a member of New England Women,
Daughters of the American Revolution, and Daughters of the Confederacy. Her hobbies are the study of
history, performing music, and her grandchildren.
collaborates with Associates in Process Improvement (API) to develop eLearning courses from private
and public published written materials of API. The Learning Management Site can be found at
www.pkplearn.com. Using API methods & materials, she provides consulting, education and training
world-wide to help organizations improve the value of their products and services.
With 30 years of experience in Quality Improvement (manufacturing, food, distribution and healthcare),
Jane has been an apprentice and practitioner of API methods since 1989. She began her career at
Caterpillar Tractor Inc., a $36 B construction company, with a Natural Science degree from St. Ambrose
University in Davenport, Iowa. Starting as a Machinist Apprentice, she held several jobs in Quality Control
and later became the Quality Coordinator and Training Manager for two plants. The Davenport Plant won
the Worldwide Corporate Quality Award in 1985, 1986 & 1987. In 1987, Jane joined Philip Crosby
Associates consulting company and later became the Director of Statistical Methods. In 1990, Jane
received her MBA from Rollins College, in Orlando and joined ConAgra, Inc. a $38 B food conglomerate
in Arkansas as Director of Statistical Process Control. Jane left ConAgra in 1995 as the Vice President of
Quality Management and moved to Texas to join the Conrad Company, a $27 M distributor of DuPont
Solid Surfaces as the Vice President of Operations.
Born in Salem, Oregon, Jane grew up in the Midwest as the daughter of teachers/administrators, going
to schools in Missouri, Kentucky, Iowa and Florida. She has been a chapter officer for the American
Society for Quality, and was certified as a Quality Engineer (CQE). She was also an advisor in Junior
Achievement. Married to her husband, Cliff, they have five daughters (ages 18-28) and three
grandchildren. They currently reside near Austin, Texas. She is a member of New England Women,
Daughters of the American Revolution, and Daughters of the Confederacy. Her hobbies are the study of
history, performing music, and her grandchildren.
“What we need to do is learn to work in the system, by which I mean that everybody, every team, every platform, every
division, every component is there not for individual competitive profit or recognition, but for contribution to the system as a
whole on a win-win basis.”
~ W. Edwards Deming
division, every component is there not for individual competitive profit or recognition, but for contribution to the system as a
whole on a win-win basis.”
~ W. Edwards Deming
Jesse L. Treviño is Learning Management Director for PKP, Inc. He is responsible for the development of
curriculum and for maintaining our LMS (learning management software) and web site. He is also heavily
involved in a variety of marketing projects.
He has over 20 years of management and operations experience and worked with Jane Norman at The
Conrad Company for several years where he was intimately involved with system and process
improvement using Deming -based process improvement methodology. He also studied under Cliff
Norman in several Black Belt workshops. He is a skilled practitioner of improvement methods and tools
and is qualified to administer the SDI (Strength Deployment Inventory®).
He previously served as vice-president of distribution at BOOKSTOP where he worked with the co-founder,
Gary Hoover, and was responsible for developing, with his team, the first integrated national distribution
system in the retail bookselling industry. Since then, he has been involved with Mr. Hoover on two more
start-up companies.
He was born in San Antonio, Texas, in 1953 and has a B.A in Psychology from The University of Texas at
Austin. He is a skilled musician and singer; loves to read; and greatly enjoys raising his 2 lovely daughters.
curriculum and for maintaining our LMS (learning management software) and web site. He is also heavily
involved in a variety of marketing projects.
He has over 20 years of management and operations experience and worked with Jane Norman at The
Conrad Company for several years where he was intimately involved with system and process
improvement using Deming -based process improvement methodology. He also studied under Cliff
Norman in several Black Belt workshops. He is a skilled practitioner of improvement methods and tools
and is qualified to administer the SDI (Strength Deployment Inventory®).
He previously served as vice-president of distribution at BOOKSTOP where he worked with the co-founder,
Gary Hoover, and was responsible for developing, with his team, the first integrated national distribution
system in the retail bookselling industry. Since then, he has been involved with Mr. Hoover on two more
start-up companies.
He was born in San Antonio, Texas, in 1953 and has a B.A in Psychology from The University of Texas at
Austin. He is a skilled musician and singer; loves to read; and greatly enjoys raising his 2 lovely daughters.
Andy Brophy is a professional engineer. He has been working in the lean field for the last ten years
primarily involved in hospital and manufacturing transformations. He specialises in providing practical
facilitation and formal training to teams on their lean and innovation journeys.
He has a particular passion for developing and tapping into the creative potential of organizations
employees. Andy also shares a passion for invention and innovation and the creativity techniques
employed in this field.
Andy holds a 1st Class MSc in Lean Operations from Cardiff University and is Six Sigma Black Belt
trained. In March 2010 he is scheduled to publish a book called Innovative Lean primarily based on the
power of harvesting and implementing employee ideas and creating an innovative and empowered
workforce. He has also written a section of a new book called Living the Lean Toolbox for the Lean
Enterprise Research Center at Cardiff Business School. In late 2010 he is also due to publish a co-
authored book with Cliff & Jane Norman on Lean Healthcare with emphasis on Deming’s System of
Profound Knowledge and The Science of Improvement. This work is the first of its kind to integrate these
two powerful improvement methodologies.
primarily involved in hospital and manufacturing transformations. He specialises in providing practical
facilitation and formal training to teams on their lean and innovation journeys.
He has a particular passion for developing and tapping into the creative potential of organizations
employees. Andy also shares a passion for invention and innovation and the creativity techniques
employed in this field.
Andy holds a 1st Class MSc in Lean Operations from Cardiff University and is Six Sigma Black Belt
trained. In March 2010 he is scheduled to publish a book called Innovative Lean primarily based on the
power of harvesting and implementing employee ideas and creating an innovative and empowered
workforce. He has also written a section of a new book called Living the Lean Toolbox for the Lean
Enterprise Research Center at Cardiff Business School. In late 2010 he is also due to publish a co-
authored book with Cliff & Jane Norman on Lean Healthcare with emphasis on Deming’s System of
Profound Knowledge and The Science of Improvement. This work is the first of its kind to integrate these
two powerful improvement methodologies.
David Wayne is a consulting statistician in enumerative and analytic studies, and an educator in the field
of Improvement Science. His specialty and expertise is in providing practical guidance and advice to
clients in management that lead to meaningful action for all types of business applications. He has
designed and led division-level business process improvement efforts for major corporations. He was
the Chief Improvement and Quality Leader for Vought Aircraft Company (later a major division of
Northrop-Grumman), for General Instrument Corporation, and for Motorola’s Broadband Division.
David’s educational background includes master’s degrees in management science and operations
research, an MBA, and an undergraduate degree with majors in applied mathematics and history.
David is a member of the adjunct faculty at Temple University’s Fox School of Business, Management
Science/Operations Management Department, and teaches Improvement Science and Quality at the
graduate level. In 2001, he received the Executive Director’s Award for Outstanding Commitment to
Teaching from the Fox School of Business at Temple University. He is frequently sought as a speaker
on various topics related to quality and process improvement. During the past three years, his speaking
engagements include chapters of the American Society for Quality, Society of Manufacturing Engineers,
Michigan State University, the University of Michigan, Purdue University, Wharton, the International
Society for Performance Improvement, and the W. Edwards Deming Institute.
David has been an ardent practitioner of Associates in Process Improvement (API) methodologies since
1989, and has incorporated the API version of the Deming Management Methodology and System of
Profound Knowledge into every aspect of his teaching and consulting. API methods have provided the
template for his pragmatic approach to improvement
of Improvement Science. His specialty and expertise is in providing practical guidance and advice to
clients in management that lead to meaningful action for all types of business applications. He has
designed and led division-level business process improvement efforts for major corporations. He was
the Chief Improvement and Quality Leader for Vought Aircraft Company (later a major division of
Northrop-Grumman), for General Instrument Corporation, and for Motorola’s Broadband Division.
David’s educational background includes master’s degrees in management science and operations
research, an MBA, and an undergraduate degree with majors in applied mathematics and history.
David is a member of the adjunct faculty at Temple University’s Fox School of Business, Management
Science/Operations Management Department, and teaches Improvement Science and Quality at the
graduate level. In 2001, he received the Executive Director’s Award for Outstanding Commitment to
Teaching from the Fox School of Business at Temple University. He is frequently sought as a speaker
on various topics related to quality and process improvement. During the past three years, his speaking
engagements include chapters of the American Society for Quality, Society of Manufacturing Engineers,
Michigan State University, the University of Michigan, Purdue University, Wharton, the International
Society for Performance Improvement, and the W. Edwards Deming Institute.
David has been an ardent practitioner of Associates in Process Improvement (API) methodologies since
1989, and has incorporated the API version of the Deming Management Methodology and System of
Profound Knowledge into every aspect of his teaching and consulting. API methods have provided the
template for his pragmatic approach to improvement
Erin Kroll is on the Advisory Board for LaB (Lindy and Blues), a nonprofit organization that promotes
swing and blues dancing in Philadelphia. She plays a lead role in project management, coaching, and
communications within the organization and to the public. Her improvement efforts are focused on
improving work flow, establishing a common purpose, and promoting appreciative inquiry and open
communication.
Erin was employed by Thomas Jefferson University Hospitals from 2006 to 2011, as a Materials
Manager in the Department of Nutrition and Dietetics. Her role included managing bargaining unit
employees, integrating departmental and clinical patient care processes, and leading improvement
projects focused on communication and establishment of a common aim, managing variation,
eliminating waste, improving work flow, and developing alliances and cooperative relationships. As
project manager, she led, coordinated and delivered small group communication, to all employees of
the Department of Nutrition & Dietetics, of a hospital-wide effort toward aligning the values of the
organization known as: Service Excellence, Collaboration, Ownership, and Respect (SCOR). As part of
a patient food service redesign team that fundamentally changed the way the hospital prepared and
served food, Erin trained and coached 40 participants for their new roles.
Erin uses methods developed by Associates in Process Improvement (API), and incorporates the
System of Profound Knowledge and Deming and Shewhart methodologies into every professional
undertaking. She is trained in the use of quality assurance tools and methods, and received her Six
Sigma Green Belt Certification in 2010 from Temple University. She is currently completing her Project
Management Professional (PMP) certification through the Project Management Institute (PMI).
Erin received her MBA from the Fox Business School at Temple University in 2010. In her final months
of study, through a 6-month project with the Enterprise Management Consulting (EMC) program, she
led a team in a Capstone project to generate a research report and business plan for a new Institute for
Social Innovation at Temple University. In May 2010, she received the Harry J. Halloran Social
Entrepreneurship Award, awarded annually to a graduating Temple MBA student for achievements in
Social Entrepreneurship. She has undergraduate degrees in mathematics and linguistics.
swing and blues dancing in Philadelphia. She plays a lead role in project management, coaching, and
communications within the organization and to the public. Her improvement efforts are focused on
improving work flow, establishing a common purpose, and promoting appreciative inquiry and open
communication.
Erin was employed by Thomas Jefferson University Hospitals from 2006 to 2011, as a Materials
Manager in the Department of Nutrition and Dietetics. Her role included managing bargaining unit
employees, integrating departmental and clinical patient care processes, and leading improvement
projects focused on communication and establishment of a common aim, managing variation,
eliminating waste, improving work flow, and developing alliances and cooperative relationships. As
project manager, she led, coordinated and delivered small group communication, to all employees of
the Department of Nutrition & Dietetics, of a hospital-wide effort toward aligning the values of the
organization known as: Service Excellence, Collaboration, Ownership, and Respect (SCOR). As part of
a patient food service redesign team that fundamentally changed the way the hospital prepared and
served food, Erin trained and coached 40 participants for their new roles.
Erin uses methods developed by Associates in Process Improvement (API), and incorporates the
System of Profound Knowledge and Deming and Shewhart methodologies into every professional
undertaking. She is trained in the use of quality assurance tools and methods, and received her Six
Sigma Green Belt Certification in 2010 from Temple University. She is currently completing her Project
Management Professional (PMP) certification through the Project Management Institute (PMI).
Erin received her MBA from the Fox Business School at Temple University in 2010. In her final months
of study, through a 6-month project with the Enterprise Management Consulting (EMC) program, she
led a team in a Capstone project to generate a research report and business plan for a new Institute for
Social Innovation at Temple University. In May 2010, she received the Harry J. Halloran Social
Entrepreneurship Award, awarded annually to a graduating Temple MBA student for achievements in
Social Entrepreneurship. She has undergraduate degrees in mathematics and linguistics.