Developing Successful Strategies Towards Becoming A Profitable, Self-Sustaining Industry

CHARGED 2020
The Global Energy Storage Forum 2010
30 June-1 July, San Diego-USA

Driving sustainable innovation along the energy storage and
smart-grid value chain

Brainstorming Workshop

Developing Successful Strategies Towards Becoming a Profitable,
Self-Sustaining Industry

Mark Mack & Murli Nathan
DestinHaus LLC

Charged2020: The Global Energy Storage Forum
Brainstorming Workshop

Developing Successful Strategies Towards Becoming
a Profitable, Self-Sustaining Industry
Facilitated by
Mark Mack & Murli Nathan
DestinHaus LLC

DestinHaus LLC
Wednesday 30 June 2010, University of San Diego Shaping the Present to Create a Better Future

Developing Successful Strategies Towards Becoming a
Profitable, Self-Sustaining Industry
• During this workshop, we will look at the key challenges faced by the
industries along the energy storage and smart-grid value-chains

• Using the collective power of cross-functional teams from different parts of
the value-chain, we will brainstorm to identify the important issues and come
up with creative, relevant solutions.

• Examples of issues include:
– Reliance on government subsidies
– Cost of power generation relative to incumbent technologies
– Rising cost of raw materials for energy storage and distribution
– Expectation of customer needs (such as for EV’s to be greater than 100 miles range;
expectation of quick charge)
– Power grid infrastructure (distribution grid was built for the 20th century)
– Business models rely on large, centralized energy generation. Need for decentralization
– System of producing and immediate usage is a hindrance. Storage technologies need to
improve significantly. Grid designed for centralized storage

• The goal is to make the value-chain profitable and self-sustaining

DestinHaus LLC
Shaping the Present to Create a Better Future

Timeline (90 minutes)

• Introduction - 10 min

• Group Work - 40 min

• Group Presentations - 30 min

• Conclusion - 10 min

DestinHaus LLC

Ideation Process
• Five groups formed

• Within each group
– Brainstorm on the key strategic challenges faced by the industries along
the energy storage and smart-grid value chains
• Brainstorming method to be described shortly
– Select the top three challenges/issues
– Work as a team on coming up with creative/realistic strategies for
handling each of the top three issues
• What can the various industries along the value chain do about
each?
– Focus on what is within our control.
• Can we collaborate to come up with solutions?

• Each group nominates one person who will present the outcome of the
discussion
– 3-5 minutes per group

• Presentation of results and discussion with the other groups

DestinHaus LLC

Idea Generation – Structured Problem Solving

TRIZ
 TRIZ is the Russian acronym for “Theory of
Inventive Problem Solving” first developed in 1946
by Altshuller, a patent agent in the Soviet Navy in
the former USSR.
 More than three million patents have been
analyzed to identify patterns that could predict
breakthrough solutions to problems.
 The method is logic-based and relies on the
study of patterns of problems and solutions rather
than the spontaneous and intuitive creativity of
individuals or groups.
 TRIZ can provide repeatability, predictability and Genrich Saulovich Altshuller
reliability due to its structure and algorithmic October 15, 1926 to September 24, 1998

approach.

DestinHaus LLC: Shaping the Present to Create
a Better Future

Idea Generation - Intuitive

Dali used the creativity technique of hypnogogic imagery to create
some of his most powerful images
– Think about your problem
– Totally relax your body
– Quiet your mind
– Quiet your eyes – If you fall asleep easily, hold a spoon
loosely in one of your hands. You can enter the
hypnogogic state this way, and should you begin to fall
asleep, you will drop the spoon and awaken in time to
capture the images
– Record your images immediately after they occur
– Look for the associative link – write down the first things
that occur to you after your experience Ask questions:
• What puzzles me?
• Any new insights?
• What’s out of place?
• What disturbs me?

DestinHaus LLC: Shaping the Present to
Create a Better Future

The Rolling Stones - Satisfaction

"(I Can't Get No) Satisfaction"

 Keith Richards states that he came up with
the guitar riff for the song in his sleep.
 The song is considered to be one of the all-
time great rock songs.
 Waking up in the middle of the night,
Richards recorded the riff and the words "I
can't get no satisfaction" on a cassette
recorder and promptly fell back to sleep.
The tape was described later by Richards
as "two minutes of 'Satisfaction' and 40
minutes of me snoring.”
Keith Richards
He and Mick Jagger finished writing the The Rolling Stones
song in Clearwater, Florida in May 1965.

a Better Future

Structured Ideation – Key Learnings
To maximise the value from ideation

Use Diverse Teams - Provides an Needs a well defined and
environment for novel solutions refined problem statement

DestinHaus LLC
DestinHaus LLC

Create & Judge Cycles

Brainwriting Dialog Brainstorming

Solo Pairs Team

             

Create & Judge Cycles

Brainwriting Dialog Brainstorming
TARGET
High Overt Benefit
Reason to Believe
Dramatic Difference
Solo Pairs Team

             

Idea Generation Methods

An Idea Burst can provide an instant and successful start to a

Methodology Output

Members capture all of the ideas they
originally have on slips of paper before
dialogue in pairs
Brainstorming
Participants share all of their ideas with
each other as a team

Facilitator captures and builds on ideas
from the rest of the group

Ideas are clustered to start the synthesis
and review process Team


Idea Evaluation & Selection

This is a necessary part of the brainstorming process and the techniques
should be used after the idea generation session

Convergence

• Idea evaluation and selection
techniques tend to be critical and
are used with increasing rigor and
thoroughness:
• Very rough filters employ, for
example, gut reaction
• Rough Filters use more refined
criteria Idea
• Fine Filters use well defined Screening
commercial and technology &
weighting factors Analysis

DestinHaus LLC

Structured Ideation – Keep to the rules
Rule #1 –
Suspend Judgement of Ideas

Rule #2 –
No idea is too ridiculous to be put forward

Rule #3 –
Quantity counts at this stage

Rule #4 -
Build on the ideas put forward by others
Rule #5 -
Give the note taker a chance to record ideas
Rule #6 -
Have fun – It helps in the creative process

a Better Future

DestinHaus LLC
Customized Solutions for Business Transformation

We are Strategic Business Consultants with the firm belief that
appropriate leadership is at the heart of creating sustainable
stakeholder value

We create competitive advantage for our clients by increasing
their level of innovation and productivity, by shaping their
culture, by helping them grow their business and improve their
profitability

We transform businesses by constructively shaping thinking
and behavior

Through our thought-provoking approach, we enable our clients to
move beyond incrementalism

We steer our client businesses to make them leaders in their
industries. In effect, we enable our clients to maximize their
potential

DestinHaus LLC
12 Arado
Rancho Santa Margarita
CA 92688, USA
Ph. 949 709 0450
info@destinhaus.com DestinHaus LLC: Shaping the Present to Create
www.destinhaus.com a Better Future

Developing Successful Strategies Towards Becoming A Profitable, Self-Sustaining Industry

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