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

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2. 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
   

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3. 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
   

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4. 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
   

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5. 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
   

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

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7. 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
   

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8. • 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
   

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9. 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
   

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

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11. 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
    

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12. 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
    

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13. 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
    

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14. 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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16. 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
    

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17. Stas Krupenia, phd
    EWA SONDELL
    stas.krupenia@scania.com / ewa.sondell@scania.com
    @staskrupenia
    6 September 2021
    Info class internal YR / YR LG / TQ and TRM updates 17
    

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