Stas Krupenia - Storytelling as a strategic tool for guiding industrial research

I will explain how we're using Storytelling as a strategic tool to guide industrial research at Scania. The development process, and resulting stories, help us engage with, and anchor, our research endeavors with three different stakeholders groups.

First, the storytelling allows us to anchor our research roadmap with the executive decision makers at Scania. Second, it helps us motivate and encourage research activities within the operational development groups. Third, and importantly, it is a tool to facilitate collaboration between different technical areas in establishing a vision for the organization's (potential) future.

Transcript

1. N e ha hi i a edi ed a c i f a li e e e a d he ef e ma c ai e . Thi a c i i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be c ied ed b a he a i h a h i a i . www captionslive com au | captionslive outlook com | UX A a a D R a c 2022 F da , 18 Ma c 2022 Ca i ed b : Ca el D e & Ti a Fall
2. N e ha hi i a edi ed a c i f a li e e e a d he ef e ma c ai e . Thi a c i i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be c ied ed b a he a i h a h i a i . Page 112 STAS KRUPENIA: Al igh , ' e elc e. G d i g I g e a be e f , b g d af e e e e el e. A S e e e i ed I' S a K e ia, I' he head f he e ea ch ffice a Sca ia. We' e babl ell-k f a ge f ck , b e a d e gi e . H e e a I'll c e i j a li le hile, e' e de g i g a a f a i , a d a e i c ea i gl deli e i g ai able a e . Al , a S e e e i ed ea lie a he a f hi e i , e ha e a bi f a he e ha e i g he e, I' g i g f ll f Ch i he ' e e a i f ll e e e a d c i e i h he ic f elli g. M e ecificall , I'll e lai h e' e i g hi g ide e i e i d ial e ea ch f li . I'll a igh a he e d, a d I'll ge aigh he i . S elli g i ed icall de el a d ell a d c e ice, e a e i g elli g de el a d ell e i e e ea ch f li , hich i h i he a ge f A alia $70 $80 illi . We ha e ab 150 g i g jec i he f li igh . Thi i cl de alle f ll -i e al f ded jec a fe h l g i fl e ci g i d ial PhD . I i cl de a i all a d EU-f ded jec hich h ee f a be fi e ea l g. Whe e alk ab e ea ch f li , hi i he i e f he f li . We' e i g elli g a a a ell hi . I d e i , b i ill all bec e clea e i j a fe i e . Sca ia i babl ell-k f ck a d b e , b e' e de g i g a a f a i . A e' e g i g f a d - i fac , hi i a j e e a ed a c le f ea ag al ead - Sca ia i ai i g be, a d ca a g e ha i i al ead a ld-leadi g ide f a l i . T ge he i h c e a d a e e a e d i i g hi hif a d a e ai able f e, a d e ai able a e . Whe e alk ab c e i ' clea h ha
3. N e ha hi i a edi ed a c i f a li e e e a d he ef e ma c ai e . Thi a c i i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be c ied ed b a he a i h a h i a i . Page 113 i , b he e alk ab a e , e he e efe i e i ie . We efe e ea ch i i e , ha lage e a , ci ie egi he g e e al a h i ie . A e a d h f a d a e ai able cie e eali e ha Sca ia a a ga i a i , e eed c -de el hi i h he akeh lde i cie . Tha i e hi g ha e a e eall i g d a d e a e d i g a he cce f ll . All f ha i e lai he c le i f he ld i hich e e a e. H d e a h f a d a bi i f hi e ai able f e? Well, I' g i g e e e ga i a i al i f a i f h e' e c ed. Thi , f c e, i a i lified e e e a i f a a f he ga i a i . Thi i i d ial e a i , hich i cl de ligh l e ha 20,000 e le i i d ial e a i . I' j g i g i a fe hi g he e. O he e ide, e ha e he a f he ga i a i ha de el he l i . Hi icall ca a ha hi i he R&D a f he ga i a i a d i ' li i f ke a ea - e ai , elec ifica i , he ehicle de ig a d f a e. The de el he d c a d he c ea e he l i . The e ha e he ga i a i . Tha ' ac all he e I a i he e ea ch ffice a d e he e f he ga i a i i h hei e ea ch ac i i ie . The e ha e cha i g. The b bi a d iece , l gi ic l f i a il he d c i a d he e ha e he d c i ha ake he hi g . I' g i g f c i a il al e cl i el he de el e a f he ga i a i . Of c e, e ha e a h le l f e de el l i . S e e ce , 7, 8, 9% f he b dge i dedica ed e ea ch ac i i ie . Thi a ge ec i i ab h ch e e d e ea ch. We ha e i i a a ga i a i , ai able a ga i a i , he a ea a d e f he e e e ea ch. I' alki g ab d c de el e he c ce de el e , I' alki g ab he ac i i ie ha bef e ha . Y ca
4. N e ha hi i a edi ed a c i f a li e e e a d he ef e ma c ai e . Thi a c i i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be c ied ed b a he a i h a h i a i . Page 114 c ce ali e hi a he e ea ch jec e i ed ea lie hich a e i a il he e b ild c e e ce c ea e l i he l e ech l g eadi e le el. I c e back hi a li le bi la e , b I highligh he e ha i he e ea ch ffice e' e i g he de el e ea i h hei e ea ch ac i i ie a d i h e ea ch, e a e efe i g d c a d c ce de el e , b e hi g ha e bef e ha . A li le hi f ha e' e i g d i h e ea ch a d i g he e ea ch ffice. I' g i g di e dee e i a bi i i he e ea ch ffice. Wi hi he e ea ch ffice, i i i ha e a i i ed a d e abled ga i a i i h e l i g c e e cie a d ech l g ca abili ie ha a e able ackle l g- e a f a i al b i e challe ge . O i i i ac i el a d ca he e adjace a d a f a i al e ea ch a d i a i ac i i ie ge he i h c lleag e a d he a ec e . Wha I' a i g he e ill h ef ll ice e fl ha I aid bef e f ki g ge he i h a e a d c e . The e a e e e d he e ha I a f c , ecificall a f a i al a d adjace e ea ch. We ca l he ki d f ac i i ie e ea ch ffice he e di e i ee i f f e. We ha e a h , edi a d l g i e a d he e ical a i e ha e de el e f d c a d e ice a d hei i i ha e ffe . A he l e le el he e, e ha e c e l i d c e ice e ffe . The ligh l ab e ha e ha e adjace a ea . Thi i he e a e e a di g i e b i e a ea e c a ie , a he e e ha e a f a i al ac i i ie . Thi i b eaki g h gh i a ke ha d ' e e i . Y ca ee he e i i ie a e i he e ea ch ffice i ' he e i ha adjace a d a f a i al ace. I ' e cl i el he e e a e b he e e
5. N e ha hi i a edi ed a c i f a li e e e a d he ef e ma c ai e . Thi a c i i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be c ied ed b a he a i h a h i a i . Page 115 f c . Sca ia ha a a bi i be a leade i ai able a l i . We ha e de el e ea a d i he e ea ch ffice a e he e h e e ea ch ac i i ie , he ac i i ie i he adjace a d a f a i al ace he ga i a i e he edi a d l g- e . Thi i a bi i , a i i a d i i . Y k he e he c a i headi g a d i he e ea ch ffice e ha e a be f diffe e akeh lde ha e a e ecificall i g ide al e f . Y ee ha i f f . A he f akeh lde li i hi diag a e ha e f e c e a d a e . The e a e he c e he akeh lde ha eed e d cie al a d a ke cha ge . O c e al de a d he eed be e ai able a d e' e i g de el l i f he . If e e i a a i-cl ck i e di ec i e e ha e he a egic deci i ake . The e a e he e le ha eed defi e he di ec i f Sca ia ec e e i e e a d e g he i i i hi ai able a ec e . Y ca c ce ali e hi a he e ec i e b a d a d a e g f he , I efe he a egic deci i ake i hi a , a he e ec i e deci i ake . O he he ide, h gh, e ha e ac ical a d e a i al deci i ake . The e a e he e le ha eed ec e c e al e i h ee eigh ea , a be e ea . I ' he e le ha eed eall e a i ali e he di ec i ha he a egic deci i ake ha e decided . A he b e ha e c lleag e a d he e a e he e le ha c d c he k, b a e al a lea acc di g , a e he e le h a e he e g i e f he kill he ffe . T g i e f hei de el e a ell. U i he e ea ch ffice a e i g ide al e all f he e akeh lde . I de d ha e i he e ea ch ffice a e ffe i g i e a l f hi g . Wha e' e eall i g d i ell e ea ch di ec i i h he e e ec i e a age , he a egic le el I efe ed
6. N e ha hi i a edi ed a c i f a li e e e a d he ef e ma c ai e . Thi a c i i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be c ied ed b a he a i h a h i a i . Page 116 e i l . We al eed ell e gage e i h he e ea ch di ec i i h ha ac ical a d e a i al le el. Wha hi all c e d i e eed ell la di ec i . We i he e ea ch ffice eed e he di ec i f h e e ea ch ac i i ie a d e eed ell hi i h he e ec i e a age , h e a egic deci i ake . The eed ag ee he di ec i , b e al eed ell he e gage e i h hi la i h he ac ical deci i ake , he deci i ake l e d i he ga i a i . We al d a l f he hi g i he e ea ch ffice like each, b i ' he e hi g I e i ed ab e ha I' g i g f c - elli g he e ea ch di ec i he e ec i e a age a d elli g ha e gage e . We ha e l hel i h hi . O e l i ech l g ad a . Y ca c ce ali e hi a a e ea ch ad a a d e ha e a a i e ie . I ill a i h e lai i g he ech l g e ea ch ad a a d he TRM a a i e he ie a e a e- - e c li g i h he ad a , b I'll a i h he ad a . U f a el , I ca ' ac all h ha ad a l k like, b I a g i g h hi e e e a i a d he e a e a b ch f hi g i he I h hi . The fi hi g i e ha e i diffe e ech l g a ea a d ee hi he lef -ha d ide - c ec i i , a a i , h a fac , ehicle de ig , elec ifica i , l i . Vehicle de ig ha a a ge ec e hi a f eigh l . Elec ifica i , hi a f e de i . We ha e he e i diffe e ech l g a ea ha ha e defi ed a be f a ge he e a ge de c ibe a ecific a bi i a a ecific i i i e. Each a ge i ed b ha e call a ech l g leade . We ha e i ech l g leade defi i g hei ad a f hei ech l g a ea b c ea i g a e ie f a ge ha de c ibe a ecific a bi i a a ecific i i i e. I addi i hi , e ha e a ce ai be f c a ge . The e c a ge he e a e high-le el de c i i f he e
7. N e ha hi i a edi ed a c i f a li e e e a d he ef e ma c ai e . Thi a c i i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be c ied ed b a he a i h a h i a i . Page 117 e a be a d ca c ce ali e hi , hi i ab e a ha e he igh c di i f ai able a e a d he a ge he e i he e e a ha e he e c di i i eg a ed a d i i ed, he ' e high-le el ab ac c a ge . E e iall , ke d . O e ea ch ad a a ca i agi e de c ibi g $70-80 illi h f al e ha i e a l f al e behi d i . Whe e e e hi ad a he e ec i e deci i ake a Sca ia, e ha e a c le f i e . The fi i e i ca ' al a ee he f e , beca e ' e b l ki g a he ee . P e e i g he TRM ake ab h a d a he e d f hi i ' ha d e ai a e all ie f he f li . I ' al ha ca eall ell he e he e e ea ch e l ill b i g . P ac icall eaki g, ha d he e diffe e a ge add ? Addi i all hile i ' al able k hi ad a , i ' i e diffic l i i e e le h gh ha ad a . The la challe ge i , if e a c ea e a c d c , if e a all f he e e ea ch ac i i ie e d i e hi g c le e a d h li ic e d ' eall ha e he l i ha a bi i . T ackle e f he e challe ge , e a ed k he TRM a a i e , ech l g ad a a a i e . The e a e e e iall de c i i f f e ible ech l g c ea ed h gh he c le i f he a ge . I e e diffe e e f he diffe e akeh lde . F he e a egic deci i ake he a a i e ide a e ie f ha ca be achie ed h gh he i di id al a ge . F c lleag e , he a a i e ide a acce ible i i a i al i i f he f e. F c lleag e ha c ea e he ad a , he ech l g leade , he a a i e a e a l d i e f a d c -d ai c llab a i . La l f h e e a i al a d ac ical deci i ake , he he h ld eall efe he ecific ad a . S agai , hi i h he ad a l k a d ha e a d i e a a d c ec he d hi ad a fi d a i i
8. N e ha hi i a edi ed a c i f a li e e e a d he ef e ma c ai e . Thi a c i i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be c ied ed b a he a i h a h i a i . Page 118 f he f e a d c ica e hi i i i a e acce ible a . I he d , if e l k a he e b e f a ge , ha ca e ac all achie e? H d e d hi ? I fi k h e b gh he e ech l g leade ge he a d e ied e lai he a bi i a d he e e' e i g d a d ha fi k h a c f i g. The ech l g leade had a diffic l i e i g de a d ha e e e i g achie e he e. The e e e di ag ee e he al e f hi k, ha e e e ai i g deli e a d diffe e e ce i he challe ge e ld ha e i g f a d. A he e d f hi k h , e had e i e eflec , he i e he e l a d edefi e he ble ace. We he a a ec d k h i h he a e c ib a d hi k h c ld be defi ed a a e e f di c f . We had a be e idea f he e e e e g i g, b e had diffe e i i h ge he e. The c flic a e c c i e, "We h ld g hi di ec i ha di ec i hi challe ge ha challe ge." We had diffe e e ec i e h ge he e. A he e d f hi k h , e had a cha ce edefi e l he ble ace, b he l i ace. We had he cha ce i ali e he e e e e g i g i h hi a d a a i e. We a a hi d k h defi ed a c e . We ag eed he a f a d. We c ld ee i ila i ie he diffe e ech l g leade e ec i e h ceed a d ki g ge he . Oh, ' e hi ki g b i g hi a ge i he ? Al igh , if e' e g i g ai f ha a ge , he I eed ake adj e a ge . Ei he I cha ge he da e I cha ge he c e f he a ge . A he e d f hi hi d k h , e c ld eall efi e he l i a d i ali e i i a g d a . I ill h he a a i e he a d f a el , he e' a l ha I ca ' h he e, b I ill e lai i a be a I ca . Thi i h l k . I ' called he Cha i f E e g a d he e a e a fe c e
9. N e ha hi i a edi ed a c i f a li e e e a d he ef e ma c ai e . Thi a c i i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be c ied ed b a he a i h a h i a i . Page 119 i . O he lef -ha d ide e ha e Cla a' j e hich i b ke d i a be f ba icall cha e . O he b e ha e he a ge ake f ha ad a ha a e ed c c he a d i he ce e e ha e a i ali a i f he , e e iall e ha e hi b k he e. The lef i he , he b f he a ge i ed c c he a d he ce e i he i ali a i . I ill ead e f he . I ca ' h i , b i ab Cla a a d Cla a' j e a d i cha e 1 e alk ab Cla a a d he ehicle ha ha e celle e e g efficie c . Ligh eigh de ig , hich ea he ca ha e a alle ba e c a ed he c e i i . I he e cha e e a ha Cla a' a i i i g i g cha ge b 300 kil e e e ca d a ba e ca aci i c ea e, i c ea i g cha gi g he ba e d le . I he e cha e , e alk ab Sca ia - e' e b i gi g d a a i he - e alk ab bei g e f he i a ide af e he g ea c be -a ack f 2028 ha de ed a la ge a f he c e i i e flee a d he edic i e a d la i g g ida ce cha e e alk ab h he ck ec g i e he a d c ec he gadge a d de ice . The a g e ed eali a d he di la e gi i g he he i k i a ela ed e i e a d la l ai abili , e alk ab h e c ea e he ehicle i h f il-f ee eel a d bi ligh eigh la ic ha feel de a d . Thi i he a a i e ha e deli e ed. If I c e a d e i he highligh e ickl I ca a he e a e h ee highligh . Fi l , he al e f he a a i e a a de el e l. Whe e ceeded i h he a a i e i he a I de c ibed , he a a i e ha e bee e al able i hel i g ch i e a d efi e a ge . Whe e c ea e ha a a i e ba ed he a ge e c ld l k back a d a d a , d e ha e he igh i i g f a ge ec e hi a a c le e l i ? Ha e e g all he a ge ha e
10. N e ha hi i a edi ed a c i f a li e e e a d he ef e ma c ai e . Thi a c i i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be c ied ed b a he a i h a h i a i . Page 120 eed? Sec dl , he a a i e ha e bee g ea a a ale a e gage e l. I ' bee ea ie c ica e a d ell a bi i , d c , e ea ch f li h e e ec i e deci i ake , c ica i g h gh he a a i e i ch icke a d ch e effec i e ha c ica i g h gh he e i e ad a , he 2-h e i f ha . La l , he a a i e a a he , a e ch e i i a i al c a ed ha TRM ad a , ha h le e ea ch b a d. Wi h ha , i ' ch ea ie e gage a d i e he e l ee h a e ac all d i g he k. The e a e he h ee ke highligh f h e ed he a a i e a a l ell e i e e ea ch f li . If I d , I j ha e a ha e did hi k i h h ge c ib i f c lleag e E a S dell. Tha ' he e I lea e i . STEVE BATY: Tha k ch S a f l ge i g ea l a d e e i g hile ell. I k ' e 100%, d bl a ecia i e f eff da . Tha k ch. We ha e a c le f e i a d e ha e a li le bi f i e if ' e illi g. D e Sca ia e he j b be d e f a e k a d c e i a i ? Wha ' bee e e ie ce f i ? STAS KRUPENIA: I d ' eall ec g i e a f he d ha e i e he e? Ja e be d e f a e k I' a all fa ilia i h he e, I d ' hi k I ca a e ha e. STEVE BATY: I'll g he he e i he hich i h d d he ech ad a ? Wha ' he a ach e? D i e a e i f e ? STAS KRUPENIA: Thi e I ca a e . We da e i ea l . E e ea
11. N e ha hi i a edi ed a c i f a li e e e a d he ef e ma c ai e . Thi a c i i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be c ied ed b a he a i h a h i a i . Page 121 he e i a e i i f he ad a a d e e ea he e i al a e ec i e h fa e' e c e. The e a e he ai ile e ha e ha e. A d N e be e da e he ad a f he ea ahead a d a d A il-Ma e ha e a e ec i e h i e i he e i ea . Each f h e ech l g leade e h ee a ache . T d , b a d ide-i . The i e ie e be f he e e i f he ga i a i hei e ec i e f he f e, he e e eed be headi g. The a e ie f k h i h he l e le el f he ga i a i , he e le ha d he k, hei e ec i e f he e e eed d . The ' e all e e i he field, he a e d c fe e ce , ead, i e, a e d c fe e ce a d ake hi ide e ec i e. The c c he ad a behalf f he ga i a i , gi e he e he ga i a i i g i g, hi i he e e eed i e . I ' hi -d , b - a d ide-i a ach e f a d hi ad a hich i da ed ea l . I ha e he e i i f f e, b he ' e j i g a d a li le bi . I h e I a e ed ha e i . STEVE BATY: Ye , did. I a e i g he a e' e a e i g he , ha ' h he ' e di a ea i g. I had a he e, h gh, hich i h d - ha i he ce f h ldi g he e gi ee i g ech ea acc i e f deli e i g agai he a a i e? Like, he e' a i e e a i a bi f a ga he e be ee he ha ' bee ld a d he a bi i ha ' c ica ed he ei e he a d b l j b f de el i g h e ech l gie ? STAS KRUPENIA: S e, I ca a e ha . Y ' e ac all l ge i g a all bi f he bigge . The bigge i ha Sca ia ha ce ai ce a i ab ha he f e c ld be like. A ice, ha eacef l
12. N e ha hi i a edi ed a c i f a li e e e a d he ef e ma c ai e . Thi a c i i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be c ied ed b a he a i h a h i a i . Page 122 f e a a - idde f e. We ake he e e e ha a e i i , b I ill a ha . We ha e he e ible f e . Wi hi he e ible f e , e ca ca e a diffe e ki d f a i d ie a e ha e ch k k i . S e ca alk ab a i e -ci a e a l g ha lage a e . We ha e gl bal ce a i , e ha e a e a d he e ha e a a i e ha a e i e ded de c ibe d c l i e c ld ha e i a a e i a gi e f e. The e' e f elli g d f hi e b ad, ible a big f e he a e he a a i e he ad a he jec . STEVE BATY: G i , ka . STAS KRUPENIA: The e i hi ki d f f elli g d he e a d he he jec i he e e ack hi g . STEVE BATY: Oka . STAS KRUPENIA: We ha e ha e a fai h ha he d c ill add al e he ad a a d he a a i e. The he hi g e i i ha h e a a i e a e d c la ed. STEVE BATY: Ye , ka . STAS KRUPENIA: The ' e de a i la d c la . The a e ha e c ld achie e h gh he k ledge e ac i e ha ad a . The ga i a i a ch e ell a diffe e d c . Thi i he a bi i . The a bi i i h he a a i e i e lai ha e c ld d h gh he k ledge e ac i e i he ad a . Al h gh e
13. N e ha hi i a edi ed a c i f a li e e e a d he ef e ma c ai e . Thi a c i i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be c ied ed b a he a i h a h i a i . Page 123 be ca ef l e e e ha . We i he e ea ch ffice a e alki g ab e ea ch ac i i ie dic a i g a la he e f he ga i a i . STEVE BATY: W de f l. S a , ha k ch. I ' bee de f l hea f a d I d a ecia e ge i g ea l . Tha k ch. H ef ll , he e f da i e f l. STAS KRUPENIA: Tha k ch. Tha k f bei g he e. I h e he e f he da a d he eeke d i g ea f e e e, a ell. STEVE BATY: Oka , e a e d la e e a i . T cl e he c fe e ce e ha e E ie a h ill alk ab i g de ig e ea ch deli e able i li i g d c e . We a e cl e. He e i E ie a. Hell . ERIETTA SAPPOUNAKIS: Hi, h a e ? STEVE BATY: Tha k f c i g i a he e d b i g i h e a d cl e i f . ERIETTA SAPPOUNAKIS: H e I ill. STEVE BATY: I ca ee ha . I ill e f he a a d lea e i . ERIETTA SAPPOUNAKIS: Hi e e e. Tha k f j i i g e a d icki g i f he la e i f da 2 f he c fe e ce. I' he e alk ab h ake de f l a ifac a d i igh i li i g