Storytelling as a strategic tool for guiding industrial research Stas Krupenia, PhD, Research Office (YRR) 

2 The end story Storytelling is used to develop and sell a product We are use storytelling to develop and ‘sell’ a Research Portfolio 2022-03-18 Info class internal YRR / Stas Krupenia / Storytelling as a strategic tool 

3 Scania is a world leading provider of transport solutions Together with our partners and customers we are driving the shift towards a sustainable transport system. 2022-03-18 Info class internal YRR / Stas Krupenia / Storytelling as a strategic tool 

Industrial Operations Powertrain Electrification Vehicle Software Support Purchasing Logistics Production 4 Scania organization (very simplified) Create the solutions Buy parts Plan for things Make things Support solution devs Research 2022-03-18 Info class internal YRR / Stas Krupenia / Storytelling as a strategic tool 

Vision An inspired and enabled organization with evolving competencies and technology capabilities able to tackle long term transformational business challenges. Mission Proactively support and carry out adjacent and transformational research and innovation together with Scania's colleagues and the transport ecosystem. 2022-03-18 Info class internal YRR / Stas Krupenia / Storytelling as a strategic tool 5 

2022-03-18 Info class internal YRR / Stas Krupenia / Storytelling as a strategic tool 6 

7 Our stakeholders Present and future customers and partners Scania tactical & operational decision makers Scania strategic decision makers Scania colleagues Society 2022-03-18 Info class internal YRR / Stas Krupenia / Storytelling as a strategic tool 

• Sell the research direction with executive managers (strategic) • Sell research engagement with the group managers (tactical) • (and a lot of other things – like outreach!) 8 Research Office Technology Roadmap (TRM) TRM Narratives (the Stories) 2022-03-18 Info class internal YRR / Stas Krupenia / Storytelling as a strategic tool 

9 TECHNOLOGY ROAD MAP Connectivity C1 C2 C3 Com mon Target C4 C5 Com mon Target Automation A1 A2 A3 A4 Human Factors H1 H2 H3 H4 H5 H6 Vehicle Design V1 V2 V3 V4 Electrification E1 E2 E3 E4 Propulsion P1 P2 P3 P4 Date Range 1 Date Range 2 2022-03-18 Info class internal YRR / Stas Krupenia / Storytelling as a strategic tool 

6 September 2021 Info class internal YR / YR LG / TQ and TRM updates 10 

TRM narratives TRM Narratives: Descriptions of future possible technology created by target completion • For strategic decision makers: • TRM narratives provide an overview of what can be achieved via the TRM targets • For Scania colleagues: • TRM narratives provide an accessible and inspirational vision of the future • For Technology Leaders (develop the TRM): • TRM narratives a tool to drive forward increased cross-domain collaboration • For tactical and operational decision makers • The TRM details that provide a clear path forward 2022-03-18 Info class internal YRR / Stas Krupenia / Storytelling as a strategic tool 

12 TECHNOLOGY ROAD MAP Connectivity C1 C2 C3 Com mon Target C4 C5 Com mon Target Automation A1 A2 A3 A4 Human Factors H1 H2 H3 H4 H5 H6 Vehicle Design V1 V2 V3 V4 Electrification E1 E2 E3 E4 Propulsion P1 P2 P3 P4 Date Range 1 Date Range 2 2022-03-18 Info class internal YRR / Stas Krupenia / Storytelling as a strategic tool 

13 TECHNOLOGY ROAD MAP Connectivity C1 C2 C3 Com mon Target C4 C5 Com mon Target Automation A1 A2 A3 A4 Human Factors H1 H2 H3 H4 H5 H6 Vehicle Design V1 V2 V3 V4 Electrification E1 E2 E3 E4 Propulsion P1 P2 P3 P4 Date Range 1 Date Range 2 2022-03-18 Info class internal YRR / Stas Krupenia / Storytelling as a strategic tool 

1. Workshop 1: Confusing - framing & identify challenges − Synthesis and refine 2. Workshop 2: Uncomfortable - constructive conflicts, all perspectives − Synthesis and refine − Visualize 3. Workshop 3: Consensus – complimentary thinking, coming together − Synthesis and refine − Visualize Narrative development process 2022-03-18 Info class internal YRR / Stas Krupenia / Storytelling as a strategic tool 

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1. Narratives as a development tool − Synchronizing targets − Identifying missing targets 2. Narratives as a sales/engagement tool − Easier to communicate and sell our ambition (or ‘product’) to the decision makers 3. Narratives as an inspirational devices − Easier to employees to access and be motivated by the narratives Key highlights 2022-03-18 Info class internal YRR / Stas Krupenia / Storytelling as a strategic tool 

Stas Krupenia, phd EWA SONDELL [email protected] / [email protected] @staskrupenia 6 September 2021 Info class internal YR / YR LG / TQ and TRM updates 17