SB Webinar | Embedding Sustainability in Product Development Decisions - Systematically


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This webinar provides an introduction to principles underlying an emerging best practice in product development portfolio management: a metrics-driven, collaborative approach to integrating sustainability in early-stage product development decisions as an organic part of prioritizing which new products, features, functions, packaging improvements, or services will be brought to market. The webinar also explores an analytics tool called Brand Impact Analysis (with integrated sustainability scoring) that automates part of this process and helps facilitate rapid internal consensus and clarity on product development priorities.

View the full webinar in the SB Library:

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SB Webinar | Embedding Sustainability in Product Development Decisions - Systematically

  1. 1. 2© 2014 | STRATEGIC HARMONY® PARTNERS | Embedding Sustainability in Product Development Decisions – Systematically Steven Cristol Founder, Managing Partner April 30, 2014 A webinar exclusively for the SUSTAINABLE BRANDS® Community Marie Perriard Director, Global Brand and Corporate Communications
  2. 2. 3© 2014 | STRATEGIC HARMONY® PARTNERS | What We’ll Cover Complexity/stress can elevate importance of right-brain attributes. Shareholder value: where alignment of product development, brand strategy and CSR comes together 3 keys to embedding sustainability in PD decisions Outputs and outcomes Example: framework, metrics and analytics tool as a system Walking the talk: Sustainable Brands® experience with this approach
  3. 3. 4© 2014 | STRATEGIC HARMONY® PARTNERS | Shareholder Value and the Co-dependent Roles of Product Development, Brand and Sustainability Shareholder Value Revenue Stability Brand Equity Brand Image Products Sustainable Business Practices Service Profitability
  4. 4. 5© 2014 | STRATEGIC HARMONY® PARTNERS | Sustainability as an Organic Element of the Core Product Development Discussion What’s the potential of each product/feature to drive customer satisfaction and loyalty? Which new products or features should be accelerated, delayed, killed, changed? Which products/features best differentiate us on drivers of brand choice that matter most? Will the product roadmap under-deliver on crucial benefits / over-deliver on the less crucial? How will each product or feature support or detract from sustainability goals and related business value?
  5. 5. 6© 2014 | STRATEGIC HARMONY® PARTNERS | Embedding Sustainability in Product Development: 3 Common Challenges How best to ensure development teams systematically encounter sustainability criteria? How to do it early enough, before projects are approved for development? How to make sustainability assessment less complex initially? 1 2 3 INTEGRATE ACCELERATE SIMPLIFY
  6. 6. 7© 2014 | STRATEGIC HARMONY® PARTNERS | Front-End Consideration of Environmental/Social Impact of Development Choices INTEGRATE ACCELERATE SIMPLIFY = Flowchartimage of Stage-GateInnovation Process ©2000-2014, Stage-Gate International Embedded Sustainability
  7. 7. 8© 2014 | STRATEGIC HARMONY® PARTNERS | Systematic Integration Means Embedding in Development Processes, Tools and Collaboration Strategic Harmony® – an integrated approach that uses Brand Impact Analysis to simultaneously optimize product/service roadmaps for: customer experience competitive advantage resource allocation efficiency sustainability Example:
  8. 8. 9© 2014 | STRATEGIC HARMONY® PARTNERS | Three cornerstone portfolio assessments – and specific ways of combining them to enrich ROI comparisons Strategic Harmony® and Brand Impact Analysis helping the brand where it most needs help with drivers of brand choice (ideal customer experience) development burden (resources + risks/complexity) © 2003-2014Strategic Harmony Partners
  9. 9. 10© 2014 | STRATEGIC HARMONY® PARTNERS | How efficiently the development burden for each project is leveraged into potential market impact Assessments are combined and weighted to produce higher-order metrics and analytics The most important projects for market impact and brand strength regardless of cost and complexity STRATEGIC IMPORTANCE LEVERAGE © 2003-2014Strategic Harmony Partners Strategic Harmony® and Brand Impact Analysis
  10. 10. 11© 2014 | STRATEGIC HARMONY® PARTNERS | SIMPLICITYSOUND DESIGNCONTENT Great sound quality Easy to use • Easy hardware interface (knobs/dials/buttons) • Intuitive navigation/software • Bug-free software • Fewest clicks to music • Easy remote control • Long battery life • Clarity (vocals and instruments) • Deep bass • No hum/buzz/noise • Feeling immersed, surrounded • Can play loud enough without distortion Easy setup • Easy out-of-the-boxsetup • All necessary hardware included • Easy to connect iPod/smartphone/tablet • Interoperable with other brands High-quality design • Quality look and feel • High-quality components • High-quality casing materials • High-qualityremote control Compact • Small footprint • Low bulk/spatialvolume • Lightweight • Minimal number of pieces Maximum content access • Personal digital library access • Cross-platformlibrary access (PC, phones, set-top) • Integrated internet music services • Radio access (terrestrial/satellite) • Music purchasing access Content-enhancing functionality • Accurate music search • Easy to discover new music • Sharing capabilities • Access to social networks • Screen-enhancinginformation(lyrics, artist info, etc.) (Ideal customerexperience as impacted by product developmentdecisions) Drivers of Brand Choice: Portable Audio Speakers (Importance Index=100) (73) (68) (89) (81) (77) (56) Brand choice model framework ©2003-2014 Strategic Harmony Partners
  11. 11. 12© 2014 | STRATEGIC HARMONY® PARTNERS | STRATEGIC IMPORTANCE LEVERAGE SUSTAINABLE LEVERAGE How efficiently and sustainably the development burden for each initiative is leveraged How sustainably the investment leverage is achieved © 2003-2014Strategic Harmony Partners 4th Cornerstone: Integrated Early-Stage Sustainability Assessment Strategic Harmony® and Brand Impact Analysis
  12. 12. 13© 2014 | STRATEGIC HARMONY® PARTNERS | • Alignment Scorecard • Competitive Impact Scorecard • Manageability Scorecard • Strategic Importance Scorecard • Sustainability Scorecard • Leverage Scorecard • Alignment Dashboards • Competitive Impact Dashboard • Manageability Dashboard • Sustainability Dashboard • Assessments Comparisons Dashboard • Strategic Importance Quadrant Map • Leverage Quadrant Map • Sustainable Leverage Quadrant Map Screenshot thumbnails from Brand Impact Analysis, powered by Strategic Harmony®, in Planview Enterprise® software. © 2010-2014Planview, Inc. Sustainability as an Organic Element of Product Development Analytics Tools Brand Impact Analysis, automated in Planview® software for Product Development Portfolio Management
  13. 13. 14© 2014 | STRATEGIC HARMONY® PARTNERS | Better Business Outcomes Getting to market faster with the things that matter most (and more sustainably) More meaningful product/service differentiation (and more sustainably) Stronger CSR story, more engaged stakeholders, sustainability-driven business value and innovation More efficient financial/human resource allocation (less waste) Team alignment, clarity, conviction on development priorities (with sustainability already factored in) …all add up to stronger brands, faster growth, greater profitability
  14. 14. 15© 2014 | STRATEGIC HARMONY® PARTNERS | Walking the Talk: the Sustainable Brands® Experience
  15. 15. 16© 2014 | STRATEGIC HARMONY® PARTNERS | Embedding Sustainability: Sustainable Brands’ Experience with This Process Getting brand choice drivers in sharp focus – and embedding them in brand communication as well Stakeholder engagement Adapting “competitive impact” to “best in class” benchmarks Converting our subjective knowledge to quantitative outputs Provocative value-added strategic discussions (like how to weight sustainability vs. other factors) Clarity and consensus on which initiatives to deprioritize and which to accelerate to add value to the brand (knowing sustainability was baked in!)
  16. 16. 17© 2014 | STRATEGIC HARMONY® PARTNERS | Strategically Prioritizing Initiatives Accelerate 2nd Wave De-prioritize • Initiative B • Initiative D • Initiative E • Initiative K • Initiative C • Initiative G • Initiative J • Initiative A • Initiative F • Initiative H Achieves 61% of total portfolio’s Sustainable Leverage Achieves 82 % of total portfolio’s Sustainable Leverage customer experience achieving best-in-class resource allocation efficiency AND sustainability Based on weighted, aggregated metrics encompassing: PORTFOLIO BALANCING
  17. 17. 18© 2014 | STRATEGIC HARMONY® PARTNERS | Q & A Email: Phone: +1.206.522.1220 Thank You for attending © 2003-2014 Strategic HarmonyPartners Method and model protected by U.S. Patent No. 7,711,596 and additional patents pending. Strategic Harmony® is a registered trademark of Strategic Harmony Partners.