We believe transforming the climate crisis into a                restorative economy is urgent, smart and profitable.      ...
We deliver bold, sustainable business solutions for energy, transport and food creating value today and tomorrow.Tuesday 3...
ver wachtingen op flip                        mijne : duurzaamheid:                        waarom, wat en hoe ?           ...
1u                                                             sense of urgency => sense                                  ...
WORLD ECONOMIC FORUM                  Global Risks                  2011                  Sixth Edition                   ...
Economic impact (billion $)                               Likelihood of occurring in the next 10 yearsTuesday 30 October 12
Haïti                      Dominican Republic                                                                Ecosystem ser...
Tuesday 30 October 12
Source: University of Alaska - Fairbanks/INE, 2007Tuesday 30 October 12
350                                                                           3500                                        ...
30                                                 25        26                                                 20        ...
The global challenge is immense                            20   ton CO2 e/ person*year                                   2...
Tuesday 30 October 12
FACTOR 10                             IS                        NECESSARY                         POSSIBLE                ...
Tuesday 30 October 12
short term          long term                         (more certain)     (less certain)   Boost   upside                  ...
Arup Drivers of Change cardsTuesday 30 October 12
VISION                           WITHOUT                          EXECUTION                               IS              ...
proofed      Large scale consumption mapping covering      74% CO2 impacts households and 43% budget                      ...
Solving top 3 concerns mobility is good for                   both climate and business                        % Belgian c...
HOW ?                                 Reduce need for transport                               Combine transportation needs...
CISCO        Replacing business travel by high-definition, low-latency telepresence             Boosting productivity: cutt...
MELOTTE        From globalized analog production to direct digital local production   Superior properties with dramaticall...
Tuesday 30 October 12
Tuesday 30 October 12
World Economic Forum                          Supply Chain Study 2009                 ≡       24% of good vehicles in the ...
Carpooling for                            cargoTuesday 30 October 12
Tuesday 30 October 12
The energy provider solving the top3 concerns                   wins most market share today                        % Belg...
HOW ?Tuesday 30 October 12
“ESCO”                        Using less   Cascade   RenewablesTuesday 30 October 12
Price, packaging and labels are fundamentally                   sustainability concerns.                        % Belgian ...
And another this                                                                                                 year? Alr...
Brightfarms: rooftop farms at grocery retailers            cutting time, distance, costs, carbon and water from produce su...
Walmart                        Colruyt                        Supply                                  Choice              ...
VISION                           WITHOUT                          EXECUTION                               IS              ...
Changing consumption scale                        0                           5                                   10      ...
New Consumers               Future Switchers               Conservatives                             21%                  ...
30% conservatives                                      • Anxious, poor self-confidence -                                   ...
13%                      23%                30%                                    10%                      12%           ...
49% Future Switchers                                      • Group, bonding, human, social                                 ...
29%                      47%                83%                                    19%                       21%          ...
21% New Consumers                                      • Made it, ambition, can do and                                    ...
27%                        70%                97%                                    17%                        42%       ...
Changing consumption scale                        0                           5                                  10       ...
30% Conservatives    49% Future Switchers     21% New Consumers                                        0-3                ...
2                         Duurzaam innoveren ?                                - Hoe ? -                        In 3 stappe...
20min uitleg                                                          40min oefening                                      ...
1          Bedrijfslocatie zelf                                                                                           ...
Tuesday 30 October 12
x50 and more...                                           x20                        Scope 1&2 CO2 emissions   Scope 1&2&3...
1                                         Bedrijfslocatie zelf                        Hoe zal duurzaamheid uw business    ...
2                                                                  Uw keten                        Hoe zal duurzaamheid uw...
3                                                                   Uw klant/de klant van uw klant                        ...
40 min oefening                            in 3 groepen                        op 1 voorbeeld (of 2)Tuesday 30 October 12
20min uitleg                                                     40min oefening                                 - Stap 3 -...
4. How do you get your consumer to                        Activation        act and buy ?                                 ...
#1. Insight                                                      Activation                                               ...
“People dont want to buy a quarter-inch drill.                               They want a quarter-inch hole”               ...
For who (first) ?Tuesday 30 October 12
Getting under your   5 min individual exercise                        customers’ skinTuesday 30 October 12
What if job could be done faster-cheaper-with    more guaranteed output ?                           5 min individual exerc...
#2. Proposition                                                  Activation                                               ...
What is a proposition?                         •   Your offering told in 5 or 10 words max (proposition is not            ...
How to come up with a                        proposition?                        1.   Title :                             ...
5 min individual exercise                                         proposition                        Why will they buy thi...
Exercise                                                                                           10 min individual      ...
#3. Storytelling                                                    Activation    Good storytelling helps us making    our...
How to come up with                        good storytelling ?                        •   Brands use storytelling to make ...
Storytelling                                                                5 min individual exercise                     ...
storytelling                              10 min individual                                                               ...
#4. Activation    Being around at the right moment,        at the right time and place              Activation            ...
What are the different touchpoints         over the customer’s lifetime ? Do you                                          ...
activation - prioritisationTuesday 30 October 12
We deliver bold sustainable business               solutions for energy, transport and food                        @katrie...
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Katrien Barrat - Duurzaam innoveren in 3 stappen

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Katrien Barrat - Duurzaam innoveren in 3 stappen

  1. 1. We believe transforming the climate crisis into a restorative economy is urgent, smart and profitable. Futureproofed presentationTuesday 30 October 12
  2. 2. We deliver bold, sustainable business solutions for energy, transport and food creating value today and tomorrow.Tuesday 30 October 12
  3. 3. ver wachtingen op flip mijne : duurzaamheid: waarom, wat en hoe ? noot : nl sessies over verschillende dagen : nu veel infoTuesday 30 October 12
  4. 4. 1u sense of urgency => sense of opportunity 1 Duurzaam innoveren ? - Waarom en wat ? - Voorbeelden en waar zit de markt ?Tuesday 30 October 12
  5. 5. WORLD ECONOMIC FORUM Global Risks 2011 Sixth Edition An initiative of the Risk Response Network Climate change World Economic Forum most important risk of next 10 years in collaboration with : Marsh & McLennan Companies Swiss Reinsurance Company Wharton Center for Risk Management, University of Pennsylvania Zurich Financial Services World Economic Forum January 2011 (January 2011)Tuesday 30 October 12
  6. 6. Economic impact (billion $) Likelihood of occurring in the next 10 yearsTuesday 30 October 12
  7. 7. Haïti Dominican Republic Ecosystem services Ecosystem services: “interest” on Ecosystem services natural capital • Water purification • Flood management • Pollination • Buffering extreme weather • Soil formation • Photosynthesis: CO2 to O2 Ecosystem services (interest) Living systems (capital) The climate projectTuesday 30 October 12
  8. 8. Tuesday 30 October 12
  9. 9. Source: University of Alaska - Fairbanks/INE, 2007Tuesday 30 October 12
  10. 10. 350 3500 Millions at risk in 2080s tage Hunger, malaria, flooding (million people at risk) r r sho a te 300 k of w 3000 Ris water shortage (million people at risk) a a lari 250 k of m 2500 Ris 200 2000 150 1500 100 1000 ng er 50 of hu ding 500 Risk oo s tal fl of coa k Ris 0 0 1,0°C 1,5°C 2,0°C 2,5°C 3,0°C Global temperature increase above pre-industrial (°C)Tuesday 30 October 12
  11. 11. 30 25 26 20 15 billion ton CO2 / year 10 11 10 5 0 -15 -10 0 -5 -10 -15 -20 2000 2050 Emissions Absorption In atmosphereTuesday 30 October 12
  12. 12. The global challenge is immense 20 ton CO2 e/ person*year 20,0 16 16,0 12 12,3 10,0 -90 % by 2050 8 6,0 4 2,0 1,2 0 USA Russia Belgium E.U. China India TargetTuesday 30 October 12
  13. 13. Tuesday 30 October 12
  14. 14. FACTOR 10 IS NECESSARY POSSIBLE ATTRACTIVE PROFITABLETuesday 30 October 12
  15. 15. Tuesday 30 October 12
  16. 16. short term long term (more certain) (less certain) Boost upside Revenues Intangibles Reducedownside Costs Risks From Dan Esty “Green to Gold”Tuesday 30 October 12
  17. 17. Arup Drivers of Change cardsTuesday 30 October 12
  18. 18. VISION WITHOUT EXECUTION IS HALLUCINATION THOMAS EDISONTuesday 30 October 12
  19. 19. proofed Large scale consumption mapping covering 74% CO2 impacts households and 43% budget CO2 Budget Energy 27% 6% Transport 31% 17% Food 16% 20% 74% CO2 households 43% budget households Understanding consumption shifts within these 3 sectors is important for both environment as business success.Tuesday 30 October 12
  20. 20. Solving top 3 concerns mobility is good for both climate and business % Belgian consumers 1. spend less money 83 on transport 56 2. concern over environmental impact 53 3. spent less time in traffic jamsTuesday 30 October 12
  21. 21. HOW ? Reduce need for transport Combine transportation needs Reduce need for energy : make vehicles lighter Use renewable sources (energy & materials)Tuesday 30 October 12
  22. 22. CISCO Replacing business travel by high-definition, low-latency telepresence Boosting productivity: cutting costs, time, fuel, stress, and carbonTuesday 30 October 12
  23. 23. MELOTTE From globalized analog production to direct digital local production Superior properties with dramatically reduced time, costs, carbon and resource use.Tuesday 30 October 12
  24. 24. Tuesday 30 October 12
  25. 25. Tuesday 30 October 12
  26. 26. World Economic Forum Supply Chain Study 2009 ≡ 24% of good vehicles in the EU are running empty ≡ Average loading of the rest is 57% ≡ Overall efficiency: 43% ≡ Flow imbalance could only explain half of this loss For how long?©  2011 Tuesday 30 October 12
  27. 27. Carpooling for cargoTuesday 30 October 12
  28. 28. Tuesday 30 October 12
  29. 29. The energy provider solving the top3 concerns wins most market share today % Belgian consumers 84 1. keep prices under control 52 2. urgently find alternatives 3. less environmental 45 impactTuesday 30 October 12
  30. 30. HOW ?Tuesday 30 October 12
  31. 31. “ESCO” Using less Cascade RenewablesTuesday 30 October 12
  32. 32. Price, packaging and labels are fundamentally sustainability concerns. % Belgian consumers 70 1. Stabilise food prices 60 2. Healthy food with clear labeling 57 3. Less packagingTuesday 30 October 12
  33. 33. And another this year? Already, FAO Food Price Index Corn and soybean futures are at 1990 – June 2012 record highs and 200 still increasing 2002 – 2004 = 100 Two record food price spikes within three years ? 150 100 50 1990 1995 2000 2005 2010 2013 Source: The Food and Agriculture Organization of the United Nations, 2012Tuesday 30 October 12
  34. 34. Brightfarms: rooftop farms at grocery retailers cutting time, distance, costs, carbon and water from produce supply chain URBAN AGRICULTURETuesday 30 October 12
  35. 35. Walmart Colruyt Supply Choice chain editing controlTuesday 30 October 12
  36. 36. VISION WITHOUT EXECUTION IS HALLUCINATION THOMAS EDISONTuesday 30 October 12
  37. 37. Changing consumption scale 0 5 10 30% Conservatives 49% Future Switchers 21% New Consumers 0-3 6-8 8-10 Kick off the change Are open for change if secure Hold on to existing Will change when everyone else hasTuesday 30 October 12
  38. 38. New Consumers Future Switchers Conservatives 21% Conservatives 49% 30%Tuesday 30 October 12 49%
  39. 39. 30% conservatives • Anxious, poor self-confidence - identity comes from the group • Focus on myself, ego-centric Socio attitudes, escapism, Demographics • Status quo, avoid risks, safety, Gender : 55% Female routine ... Language : 68% Dutch Region : 67% Nielsen 1-2 • The world is ending ... but it is not my fault : withdrawal, uninvolved • Status, security, luxury, materialism The typical conservative is a young insecure Flemish girl, holding on to what she has.Tuesday 30 October 12
  40. 40. 13% 23% 30% 10% 12% 16% 12% 18% 22% 29% 35% 40% % Past Behaviour % Current Behaviour % Future Behaviour Even if significantly less effective behaviour changes, still important potential of this group requires new products as wellTuesday 30 October 12
  41. 41. 49% Future Switchers • Group, bonding, human, social • Still with distinct sense of direction, on Socio the move, open minded, confirmation Demographics • Security, routine, evidence, proof Gender : mixed Little push in the back, take away the Language : 54% Dutch risk, labels Region : 20% Nielsen 3 and 5 • Family, home, simplicity, at ease • Conscious, involved, responsibility Future Switchers want to make the difference as a group. Take away all risks and you will get them to act.Tuesday 30 October 12
  42. 42. 29% 47% 83% 19% 21% 35% 23% 37% 48% 36% 47% 60% % Past Behaviour % Current Behaviour % Future Behaviour Vast majority will accelerate changed behaviour in energy. Also food is 1 out of2. For mobility, changes will be initiated by New Consumers first.Tuesday 30 October 12
  43. 43. 21% New Consumers • Made it, ambition, can do and influence, change maker & driver Socio • Dynamism, positivism, extravert, Demographics outgoing, social >< internal locus of control Gender : 54% men Language : 53% French • Straightforward, requires Region : 31% Nielsen 3 transparency, reliability, stability, and 5 responsibility, expertise • Realism, pragmatism, hands-on solidarity, rational planner New consumers are babyboomers who have made it, are convinced things need to change and will influence othersTuesday 30 October 12
  44. 44. 27% 70% 97% 17% 42% 72% 24% 57% 77% 42% 65% 77% % Past Behaviour % Current Behaviour % Future Behaviour This is less about inspiring and much more about engaging.Tuesday 30 October 12
  45. 45. Changing consumption scale 0 5 10 30% Conservatives 49% Future Switchers 21% New Consumers 0-3 6-8 8-10 Hold on to existing Are open for change Kick off the change Will change when everyone else has if secure Comply with Make it Seeing comfortzone simple, = Believing More service accessible, = Lower price low risk Doing Apply different market levers pending segment maturityTuesday 30 October 12
  46. 46. 30% Conservatives 49% Future Switchers 21% New Consumers 0-3 6-8 8-10 You prescribe them You inspire them They screen you Adult-to-child Adult-to-adult Adult-to-adult communication communication co-creation Emotional Rational Opportunity Simple Transparant Necessity Mature Expertise Educational Open Pragmatic Guidance Analytic Nurturing Aspirational Security Social bonding Committed Reassurance Involvement Empowered Understand the levers for successful communicationTuesday 30 October 12
  47. 47. 2 Duurzaam innoveren ? - Hoe ? - In 3 stappen: denkkaders A. Strategie B. VermarktenTuesday 30 October 12
  48. 48. 20min uitleg 40min oefening leidvragen : niet exhaustief - Stap 1 en 2 - voorbeeld op echte case in bundel Hoe zal duurzaamheid uw business significant impacteren ? Hoe kan business innovatie duurzaamheid significant impacteren ? € x xTuesday 30 October 12
  49. 49. 1 Bedrijfslocatie zelf 2 Uw keten 3 Uw klant/de klant van uw klantTuesday 30 October 12
  50. 50. Tuesday 30 October 12
  51. 51. x50 and more... x20 Scope 1&2 CO2 emissions Scope 1&2&3 CO2 emissionsTuesday 30 October 12
  52. 52. 1 Bedrijfslocatie zelf Hoe zal duurzaamheid uw business significant impacteren ? FIRM GOOD BAD Hoe kan business innovatie duurzaamheid significant impacteren ? INTENTIONS € Hoeveel % van uw kosten zijn Houdt u rekening met grondstofkosten en energie/water ? prijsstijgingen en alternatieven ? Is de visie van uw bedrijf duidelijk ? Hoe inspirerend is de visie van uw Zijn de waarden duidelijk en worden bedrijf ? die nageleefd ? Kent u de relatie tussen CO2 uitstoot Kent u uw CO2 uitstoot, weet u waar en uw winst ? Weet u hoe u uw afval de belangrijkste focus ligt om deze te kan gebruiken voor productie van verminderen ? Idem voor water ? energie ... of als nieuwe grondstof ?Tuesday 30 October 12
  53. 53. 2 Uw keten Hoe zal duurzaamheid uw business significant impacteren ? FIRM GOOD BAD Hoe kan business innovatie duurzaamheid significant impacteren ? INTENTIONS € Wat zijn uw belangrijkste afhankelijkheden van leveranciers/ Zijn er alternatieven voor uw partners ? belangrijkste grondstoffen ? Hoe evolueren grondstofprijzen ? Zijn concurrenten nieuwe Hoe bindt u deze belangijke samenwerkingen/consortia aan het leveranciers/partners aan u ? opzetten ? Hoe worden zij geïmpacteerd door duurzaamheid ? Hoe evolueren de grondstofprijzen voor uw concurrenten ? Legt u hen Hoe controleren uw klanten u : tot cradle2cradle maatregelen op (kan hoever moet u kunnen instaan voor u) ? leveranciers ?Tuesday 30 October 12
  54. 54. 3 Uw klant/de klant van uw klant Hoe zal duurzaamheid uw business significant impacteren ? FIRM GOOD BAD Hoe kan business innovatie duurzaamheid significant impacteren ? INTENTIONS Welke 20% klanten/projecten doen Wat doen uw concurrenten, zijn er € 80% van uw omzet >< winst ? indicaties dat zij innoveren/ Welke marktsegmenten ontbreken en partneren ? zouden belangrijke omzet kunnen Slagen ze / wat zijn hun betekenen ? moeilijkheden ? Bent u de markt voor ? Is er nog onvoldoende rechtstreeks voordeel Hoe voelen zij ‘duurzaamheid’ ? aan uw duurzaam product lost het wel ook een klantenprobleem op ? Wat kan u bieden om hun probleem Creëert uw duurzaam product niet op te lossen ? elders een probleem ? Kunt u uw eigen Voor u aan cradle2cradle toe : heeft u duurzaamheidsinitiatieven makkelijk eerst gedacht aan materialen- omschrijven en geloofwaardig efficiëntie ? maken ?Tuesday 30 October 12
  55. 55. 40 min oefening in 3 groepen op 1 voorbeeld (of 2)Tuesday 30 October 12
  56. 56. 20min uitleg 40min oefening - Stap 3 - Duurzame product innovatie Wat en hoe communiceren ? inzicht x propositie x storytelling x activatieTuesday 30 October 12
  57. 57. 4. How do you get your consumer to Activation act and buy ? 3. How do you tell your story for maximum appeal ? Storytelling 2. What is your proposition ? How does it solve your customer’s Proposition problem ? 1. Which customer problem/job do you Insight solve ? What is the customer insight ?Tuesday 30 October 12
  58. 58. #1. Insight Activation Storytelling Proposition Every successful business gets something done for someone. InsightTuesday 30 October 12
  59. 59. “People dont want to buy a quarter-inch drill. They want a quarter-inch hole” Theodore Levitt -1975 What job/problem do you solve ?Tuesday 30 October 12
  60. 60. For who (first) ?Tuesday 30 October 12
  61. 61. Getting under your 5 min individual exercise customers’ skinTuesday 30 October 12
  62. 62. What if job could be done faster-cheaper-with more guaranteed output ? 5 min individual exercise 2 people present : try to make 1 sentence in customer words “what if I ...” pains gains fears wants/needs frustrations measures of success obstaclesTuesday 30 October 12
  63. 63. #2. Proposition Activation Storytelling Every successful business offers a single minded, new, relevant and credible solution Proposition to offer the target segment’s problem InsightTuesday 30 October 12
  64. 64. What is a proposition? • Your offering told in 5 or 10 words max (proposition is not slogan) • In terms of communications, a proposition should lead to the right words that pull the right people in • It is the promise I can deliver with my core business • Should be credible, new, true and relevant for your audience and fit with your insightTuesday 30 October 12
  65. 65. How to come up with a proposition? 1. Title : Max 5-10 words, basic idea – written last, no publicity language 2. Accepted consumer belief: “what if I could ....? ” Need/ problem identified in your market : customer words ! (unsolved question/ existing frustration) 3. My single-minded unique and relevant benefit (solving the problem) 1. Rational benefit (functional) 2. Emotional benefit (consequence for people) 4. Reason to believe: 1. Convincing arguments why this solves the problem in a unique way 2. 2 – 3 most important reasons to buy the productTuesday 30 October 12
  66. 66. 5 min individual exercise proposition Why will they buy this product and not another ? RATIONAL EMOTIONAL why why YES YES why why YES YES why why NO NO why why NO NOTuesday 30 October 12
  67. 67. Exercise 10 min individual exercise 10 min : 2 people present • Title : (max 7 words) .......................................................................................... • Customer problem/job you need to solve : (customer words) .......................................................................................... .......................................................................................... • How you solve it : .......................................................................................... .......................................................................................... .......................................................................................... • Rational benefit : .................................................................................... .................................................................................... • Emotional benefit : .................................................................................... .................................................................................... • Reasons to believe you : (what makes it relevant and credible) 1. .................................................................................... 2. .................................................................................... 3. ....................................................................................Tuesday 30 October 12
  68. 68. #3. Storytelling Activation Good storytelling helps us making our proposition spread and stick Storytelling Proposition InsightTuesday 30 October 12
  69. 69. How to come up with good storytelling ? • Brands use storytelling to make their proposition worth remembering, make it spread and make it stick • What is your ‘business as unusual’? And what’s your heritage? • What group of people has a potential self-interest to spread your story? • In what larger societal tendency or bigger ideal are we playing a contributing role? • Who’s my personality? The product, the brand or the company? • What’s my plot? Connection, challenge or creativity? • What’s my metaphor?Tuesday 30 October 12
  70. 70. Storytelling 5 min individual exercise What do you want your customer to … Think Do Feel SayTuesday 30 October 12
  71. 71. storytelling 10 min individual exercise 10 min : 2 people present Tell the story so it draws attention and they want to know more story in about 7 words key usp key fact key quote key imageTuesday 30 October 12
  72. 72. #4. Activation Being around at the right moment, at the right time and place Activation Storytelling Proposition InsightTuesday 30 October 12
  73. 73. What are the different touchpoints over the customer’s lifetime ? Do you activation know them and exploit them all ? 10 min individual get exercise 10 min : 2 people present Info info purchas purcha chann chann e se el el channel channel keep MGM lock- intimacy delight & in NPS increase upgrad service recurri replace e & ng & & maintai usage dispose X-sell nTuesday 30 October 12
  74. 74. activation - prioritisationTuesday 30 October 12
  75. 75. We deliver bold sustainable business solutions for energy, transport and food @katrienbarratTuesday 30 October 12

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