Cees van Halen Partners for Innovation / aHa!Group
description
Transcript of Cees van Halen Partners for Innovation / aHa!Group
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Service Design Methods, thinking and practice from the perspective of pan European research,
development and business support consulting
the MEPSS methodology
Cees van Halen
Partners for Innovation / aHa!Group
Contact:+31.6.54252484
[email protected]@partnersforinnovation.com
Info:www.ahagroup.nl
www.partnersforinnovation.comwww.mepss.nl
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Every day, many people have great ideas....
Less than 1:1.000.000 of these ideas will reach the marketplace
...what makes the difference?
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Why is innovation (perceived as being)
so difficult?
Where lies the complexity?
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How to have a good idea?• ..how to translate it in terms of markets
and profitable business models?
The world is changing so fast! • globalisation, new competitors, rapid
innovations
What is a good idea ?
That markets will adopt
I am so dissapointed about support & responses in my organisation
• Be prepared for ‘Not invented here’ responses• Initially nobody asked for your idea
How to plan & cooperate SMART?• Me, my project, my colleagues, my
company, my clients, my future....? It i
s al
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com
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Ho
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o c
om
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effe
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Build a GREAT idea!!• Think in: FUNCTION, EMOTION, VALUE, EXPERIENCE
• Rethink offers, (A)SIT, strategy canvas
• Combine functions: BOS, PSS
Be consistent & disciplined • work SMART ...Plan-Do-Check-Act.... • Good Project management
Surprise the client !!
Blue ocean strategies
New thinking (3P as opportunity)• Clean-clever-competitive • Think global – act local !
Inspire People (AIDA)• Work together• Clear Stage – Gate Process C
omm
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Min
dmap
: M
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HOW: project, forecasts, market plan, communication plan
Innovation is HARD WORKjuggling many balls in the air….
WHAT: idea, product-market-technology combination
WHO to act – roles, cooperation, leadership
WHO to address – client, colleague, management, supplier, stakeholder
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Prelude MEPSS… the project
1. Introduction to
MEPSS ProjectProduct Services Systems (PSS)Webtool mepss.nl:
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2. What is a Product Service System (PSS)?
• "A marketable set of products & services capable of jointly fulfilling a user's needs«
• The underlying principles: – Shifting business focus from designing & selling physical products only to
selling a system of product & services jointly capable of fulfilling specific client demands.
– Create unique value proposition
– Minimise inefficiencies in the system by shifting responsibilities among the lifecycle chain of a product.
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1. MEPSS the EU Research ProjectProject coordinator:
Cees van [email protected]
Products: – MEPSS Handbook– MEPSS Webtool– Scientific Articles– Events
Partners:
Dalt: [email protected] Academy: [email protected] Econcept: Ursula Tischner,[email protected]: [email protected]ÖW: [email protected] Politecnico di Milano, [email protected] Consultants: Mark Goedkoop, [email protected]: Jochen [email protected] Hallam University: Tim Cooper, [email protected] GrAT (Gruppe angepasste Technologie,TU Wien): Robert Wimmer, [email protected] Milieufederatie: Wilma Aarts
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MEPSS TeamDevelopment structure
WORK LINE DESIGN
Carlo Vezzoli
WORK LINE ASSESSMENT
Mark Goedkoop
WORK LINE SUCCESS & FAILURE FACTORS
Robert Wimmer
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MEPSS: A modular methodology in 5 steps
The approach enables a company to start up the process at the stage that is the most relevant, depending on the work that has already been carried out internally
1- Strategic analysis
5 – Development and implementation of PSS project
2 – Exploring opportunities
3 – PSS idea development
4 – PSS concept design
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(Cost) Efficiency for the clientCreating Value for client & supplierSaving the planet
"Being environmentally responsible makes good business
sense, and, in fact, gives us a competitive advantage."
Samuel C. Johnson
Service Systems: Creating ‘Win-Win-Win’ situations
We partner with our customers to create solutions to their unique cleaning and hygiene needs.
Johnson Diversey
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Prelude MEPSS… available results
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PART 1New Thinking is needed!
New thinking (3P)Clean-clever-competitive
Think global – act local !
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The world changes……rapidly !!
PricewaterhouseCoopers 15
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Complex relationships
INDUSTRYASSOCIATIONS
INDUSTRYASSOCIATIONS
POLICYMAKE
R
POLICYMAKE
R
CIVIL SOCIETY
CIVIL SOCIETYNGO’sNGO’s
RTD INSTITUTES UNIVERSITIES
ADVISERS
RTD INSTITUTES UNIVERSITIES
ADVISERS
DE MARKETDE MARKET
GOVERNMENTSGOVERNMENTS
CLIENTCLIENTPRODUCERSPRODUCERSCHAINS OFFER – FUNCTION (PSS)
Stakeholders relations
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New Value SetsCompany value: ‘As Perceived & Future oriented’
Time
Intrisic Value
Stock Value Processes
Processes
Information supply
Information supply
Systems
LeadershipLeadership
Core competences
Core competences
Brands
Knowledge
Strategy
Reputation
Value
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Suppliers CPG Retailers Consumers
Business-to-BusinessBusiness-to-BusinessBusiness-to-ConsumersBusiness-to-Consumers
ProductsProducts
InformationInformationHorizontales MarketPlaces
Horizontales MarketPlaces
Horizontales MarketPlaces
Horizontales MarketPlaces
Ver
tica
les
Mar
ket
Pla
ces
Ver
tica
les
Mar
ket
Pla
ces
Ver
tica
les
Mar
ket
Pla
ces
Ver
tica
les
Mar
ket
Pla
ces
VALUE CHAIN INTEGRATIONVALUE CHAIN INTEGRATION
Raw material and packaging
Increasingly strong operational integration between the actors of the value chain ...
Transport / delivery
Material Flow Management
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Internet is changing the businessTHINK E-Business
Company
Suppliers
Customers
Support Processes
Sales / Marketing
Supply Chain
Procurement
Direct-to-Consumer
Marketing
Prod Dev
Sales
Order Mgmt
Procurement
Production
Distribution
Cust Svce
CollaborativeProduct
Design - DfE
SustainableSourcing
Consumer involvement
Catalog Management
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Sustainable business models: answer to new challenges
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Many NEW Global Sustainability Issues
– Global governance– Corporate governance & accountability– Sustainable Management and conservation of natural
resources– Climate Change (Inconvenient Truth – Al Gore)
• See www.makemarketswork.com – conference section
– Accessibility of water & energy– Changing sustainable production & consumption
pattern– Trade & sustainable development
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Sustainability – Risk Management as driving forces for innovation
SD Continuum: Opportunities and Risks
Compliance Prevention
Operating Performance Strategic
Initiatives
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People-Planet-Profit impact on company?3P-metrics needed: towards practical indicators (MEPSS)
Theoretical concept Dimensions Categories Aspects Indicators
Interlinkages
Sustainable Development
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..Translate to Corporate strategy PYRAMID ACTION LAYERS
VisionAmbitionStrategy
Setting objectives & KPI-s
Prepare for Action
Action
CommunicationPlanDo
CheckAct
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Pro-active, holistic thinkingScenarios and systems
Time
Business level
Product level
Technology level
VisionGoal Setting
Projectslevel
Forecasting Backcasting
Tec
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Pu
shM
arke
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PART 2Ideation..!!
How to have a good idea?and how to translate it in terms of markets
and profitable business models?
What is a good idea ?
That markets will adopt
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IDEATIONMEPSS
IDEATIONBOS
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MEPSS: A modular methodology in 5 steps
The approach enables a company to start up the process at the stage that is the most relevant, depending on the work that has already been carried out internally
1- Strategic analysis
5 – Development and implementation of PSS project
2 – Exploring opportunities
3 – PSS idea development
4 – PSS concept design
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Thinking in terms of:
Assessment:Interaction:Offer:System analysis:
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Tool
Tool
Tool
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Tool
Tool
Tool
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SystemMap
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OfferingDiagram
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InteractionTable
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Sustainability Assessment
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BOS - Blue Ocean Strategies = PSS thinking ‘re-invented for marketeers’
Excellent book !!
Chan Kim
Renée Mauborgne
1- Strategy Canvas
2 –Four Action Framework Eliminate, Raise, Reduce, Create
3 – Formulating BOSBuilding a Unique PSS offer
4 – Executing BOS
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Blue Ocean Strategies – Value Innovation1. STRATEGY CANVAS
1- Strategy Canvas
2 –Four Action Framework
3 – Formulating BOS
4 – Executing BOS
Unique BOS Value Innovation
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Find unexpected NEW Blue Ocean offer 2. FOUR ACTION FRAMEWORK
1- Strategy Canvas
2 –Four Action Framework
3 – Formulating BOS
4 – Executing BOS Four actions (canvas):1. Eliminate2. Raise 3. Reduce4. Create
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Reconstruct Market Boundaries3. FORMULATING BOS
1- Strategy Canvas
2 –Four Action Framework
3 – Formulating BOS
4 – Executing BOS
Six Path Framework (learn & combine):1. Look across alternative industries2. Look across strategic groups within industries3. Look across the chain of buyers4. Look across complementary product/service offerings5. Look accross functional or emotional appeal to buyers6. Look across time
Focus on the BIG PICTUREDrawing Strategy Canvas•Visual awakening•Visual exploration•Visual strategy fair•Visual communication
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Blue Ocean Strategies 4. EXECUTING BOS
1- Strategy Canvas
2 –Four Action Framework Eliminate, Raise, Reduce, Create
3 – Formulating BOSBuilding a Unique PSS offer
4 – Executing BOS
Find a TIPPING POINT strategy
Four organisation hurdles:1. Cognitive
Close gaps in perception- Face-to-face with problems, clients
2. Political- Silencing Devils Leveraging Angels- Don’t fight alone
3. Motivational- Kingpins, Fishbowl and brake-down into bits
4. Resources: - Cold Hot Spots
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Laggards
TARGET GROUP FOR PSS AND BOS strategies
Peleton LeadersNiche-players
PSS and BOS: Leadership models !
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Be consistent & disciplined • work SMART ...Plan-Do-Check-Act.... • Good Project management
PART 3BUILD & IMPLEMENT
• INSPIRE PEOPLE (AIDA)• Work together...• Work according to Stage-Gate
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MAIN STRUCTURE = Stage Gate Secured embedding of project team with organisationTwo layer decision making
1- Strategic analysis
5 – Development and implementation of PSS project
3 – PSS idea development
4 – PSS concept design
2 – Exploring opportunities
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Phases in MEPSS model – a closer look
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Anchoring the organisation & stakeholders (commitment)
DECISION LEVEL
DESIGN LEVEL
MAIN STRUCTURE: PROCES – based on Stage Gate model
Project
Management
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MEPSS structure
Monitoring phase
PSS Developing phase
Assess-ment
Success and failure
Design
Scenario development
PSS idea development
PSS design
Strategic assessment of opportunities
Monitoring PSS after introduction
Start here
or start here
or start here
or start here
or start here
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Learn to communicate effective:
New methods
New ICT tools
e.g. Mind Mapping software: MINDMANAGER
INSPIRE PEOPLE (AIDA)• Work together...
• Work according to Stage-Gate
PART 4PEOPLE, people, people, people, people
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AIDA
1. AWARENESS
2. INTEREST
3. DESIRE
4. ACTION
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Circles and Drivers
Inspire People
Awareness
Outer Circle
InnerCircle
TRUST
Communicate Success
Inspired People have a personal drive
‘SURROUNDING GROUPS’
‘DECISIONMAKERS’
‘PROJECT TEAM’
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Communication – MindManager
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Mind Mapping powers innovation by new communication models• Organising thoughts of people
• Mind Mapping is a creativity and innovation engine. – Ideas can be visualised and translated into concepts and projects. – Stakeholders can express their support for these concepts/ideas.
• Mind Mapping contributes to a better structure of the discussion– Increase of transparency and clarity– To support decision making and making discussions more action based.
• Connecting people– Mind Mapping stimulates the interaction between people
• AIDA into ACTION– Co-design – Open innovation model: – stakeholders will learn to appreciate ideas and co-operate in innovation process.
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Organic working – holistic, no silos !
Word
Databases
Outlook
PowerPointWeb Pages
Project management
software
Present Act uponBuild / Organize
Domain of
Mind Mapping software
Tradional softwareSegmented in functional pillars
New holistic, more organic and open models based on Mind Mapping software
Old domain of Mind Mapping
Create / Ideas
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Communication – use MindManager
• Learn more:– www.ahacoaching.nl– Examples:
• Mind Mapping at National Innovation Event:
– www.ahagroup.nl/ipe• Mind Mapping at Climate Conference
– www.makemarketswork.com (ahaprojects.nl/mmw)
..or contact [email protected]
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CommunicationMEPSS webtool
• 2 types of tools:
– Tools to visualise : • these tools are used for 2 purposes, to allow team members to
visualise the results of their thinking process and to trigger further thinking. They are useful to use during workshops. The main visualisations are the System Map, the Functionality Diagram and the Interaction Map and run all along the methodology.
– Tools to support decision making: • these tools help assess and define different dimensions of the
PSS solution, namely success and failure factors and the 3 dimensions of sustainability issues. They require a certain amount of information gathering and work and are applied outside workshops
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1- Strategic analysis
Main outputs from the phase:
1. Prepare a system map, the list of variables (active/passive) and the characteristics of the variables
2. Prepare a document that sums up the current system (SWOT, market study and opportunities, consumer behaviour, product’s strengths/weaknesses)
3. Prepare a list of the key strategic drivers of the business
• Our competences
• Our key stakeholders?
• What do my clients expect?
• Key technological trends
• Today's system in terms of people, planet, profit
• other strategic issues at stake?
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Main objectives: To find the innovation process direction with the help of a general overview of the strategic issues at stake (stakeholders, regulation, boundary conditions, technologies, business culture,etc…)Actors involved: Key decision makers (Top management), External expert + moderator, Key stakeholders if feasibleMain outputs:
Assessment:Interaction:Offer:System analysis:
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Tool
Tool
Tool
?
Tool
Tool
Tool
1 – Strategic analysis (overall)
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Main objectives : To generate a panorama of contrasted scenarios and related sustainable PSS ideas.
Actors involved : Internal project team initially carrying out the project; Representatives from main stakeholders (or related competencies if the stakeholders have not already been identified);PSS design support (internal if available or consultants); Project manager facilitating the workshop.
Main outputs :
For each scenario
Interaction:Offer:System analysis: Assessment:
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Tool
Tool
Tool
?
Tool
Tool
Tool
2 – Exploring opportunities (overall)
For each scenario For each scenario
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2 – Exploring opportunities
Process to follow: Suggested format for this phases consists in a workshop to brainstorm on possible PSS solutions and its follow-up work.
Preparatoryphase
WorkshopFollow-up
work
Main activities:
Brainstorming to generate potential ideas for PSS solutions based on :
• Generation of intuitive promising tentative ideas
•Identification of promising scenarios
Orientated towards sustainable solutions and customer needs
Main outputs from the phase:
A list of potential PSS ideas
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What are main PSS scenarios to guide me into the future?
Where are untapped opportunities?
What are the PSS ideas that could be developed?
Which set of evaluation criteria for PSS should be used according to the company's priorities?
Do the ideas generated bring about an improvement with regards to environmental/social impacts and how?
2 – Exploring opportunities (questions)
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1. What does each PSS solution generated really offer (functionality, perceived value)?
2. What are the main actors involved and how should the PSS interact with the client for each solution (overall)?
3. What are the platform boundaries and how should the PSS system look like for each solution (overall)?
4. What PSS solution is the best to start working on?
5. What are the investment requirements for each solution?
6. How do the ideas generated bring about an improvement with regards to environmental/social impacts?
3 – PSS idea development
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3 – PSS idea development (overall)
Main objectives: To shape the selected PSS ideas in more depth (make final selections in case of multiple PSS ideas)
Actors involved: Transversal team of representatives from the company (development teams and assessment experts)
Main outputs:
Interaction:Offer:System analysis: Assessment:
?
Tool
Tool
Tool
?
Tool
Tool
Tool
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D18-SystemMap
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3 – Example PSS idea development
Do not sell paint, but sell
surface
Contracts B2C,B2B
External profit center B2B
Mobile Team B2SME
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3 – PSS idea development
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3 – PSS idea development
TerminalValue
InstrumentalValue
Psycho-socialConsequences
FunctionalConsequences
AbstractAttributes
Concreteattributes
Happiness
Self respect
Social acceptance
Good consience
Trust
Personalexpression
Careful Engagement,belonging
Makedurable
Renew,change,restyle
Aesthetic,Function,
colourHealthy
Longlasting
Clean(-able)
Deco-ration
X NaturalNicesmell
Modeof use
Expensiveper kg,
not per m²
Colourspectrum
Product specificationnatural paint
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4 – PSS concept design (overall)
Main objectives : To develop the detailed functionalities of the PSS selected, model the system and make check on its viability and sustainability
Actors involved : Internal transversal team (representatives from the appropriate department of the company), External experts, Key stakeholders
Main outputs :
Interaction:Offer:System analysis: Assessment:
?
Tool
Tool
Tool
?
Tool
Tool
Tool
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List of MEPSS tools
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List of Assessment Tools
A1-Inventory of sustainability indicators
A2-System dynamics
A3- Property rights analysis
B1-System map
B2-Virtue matrix
B3-Screening LCA
B4-Screening profitability
C1-Full LCA for PSS
C2-Full life cycle costing
C3-Total cost assessment
C4-E2 Vector
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List of Design Tools1. Scenario workshop input format2. Scenario building tool3. System map4. AddPosters5. Interaction story-board guidelines6. OfferingDiagram7. InteractionTable8. Use case9. Guidelines, criteria and radar for the environmental
sustainability10. Guidelines, criteria and radar for the socio-ethical and
economic sustainability11. Sustainability criteria and guidelines:overview table12. Generic guidelines for successful and sustainable PSS13. SWOT for analysing the existing system/situation/market