GLOBE-Net, May 6, 2012 - A key element of
futureproof brands is innovation.
As someone with a particular interest in building tough,
resilient brands of the future, I'm always curious how big
companies keep their innovation, well, innovative.
After all, innovation tends to thrive in open,
collaborative environments where failure is welcomed and old ideas
can be jettisoned. Not what you find in your typical
multinational.
So when I was introduced to Volker Schaedler as a preamble to the 2012 Sustainable Brands conference, I sat up.
Schaedler is head of innovation and technology for BASF
North America. What did the chemistry giant have to say about
innovation and sustainability that would warrant a keynote at SB
2012?
Turns out, the chemistry Schaedler wanted to talk about was not
of the molecular sort.
Diverse People, Diverse Results
Schaedler is a chemist who never lost his passion. "I still love
the new, unexpected results that can come from blending two
seemingly ordinary elements together. It's what makes chemistry
magic."
That said, he was quick to point out the time of just creating
new molecules had passed at BASF. Instead, the company's focus had
shifted to integrating their molecules into smart solutions and
bigger systems. That meant partnerships.
"What does our 'Creating Chemistry' tagline mean in this
context? That great results are the result of ingenuity on both
sides of the table" said Schaedler.
To illustrate, he described a BASF / Daimler partnership on the
Smart Car 'Smart forvision' project that led to - among
other things - heat reflecting paints that reduced the need for air
conditioning, transparent solar panel materials for the roof, and
all plastic composite wheels.
Even inside the company, the focus is on creating new
partnerships in the form of cross-functional, diverse teams. A far
cry from the days of chemists in their lab, and all others
outside.
Focusing Chemistry On Sustainability
Megatrends
Schaedler then described another key element that fostered
innovation: focusing on issues that lead to a sustainable
future.
BASF has organized its innovators around four key
'sustainability megatrends', as Schaedler calls them:
- Energy and resources
- Health and nutrition
- Construction
- Transportation
- Packaging
Grouping technologies around these big challenges doesn't just
provide focus, but it fires up the teams working on them - working
for a greater good has proven to be extremely motivating.
Looking Outside
A final point Schaedler made was that 'game-changing'
innovations were being accelerated through appropriating technology
from the outside.
"Make no mistake - we still have massive R&D resources in
house. But why would we try to replicate a technology that someone
else is willing to share with us?"
Of course, outside partnerships did have their own complications
- the sharing of IP, for example. But the benefits of accelerated
innovation tended to overshadow these issues.
Lessons
We finished our chat with a conversation on how Sustainable
Brands fit into the equation. Not surprisingly, Schaedler was going
to the conference to share his story, but also learn from other
sustainability leaders (from what I understand, experts from
Wal-Mart, Patagonia, Dell and Best Buy are confirmed).
This seemed like a fitting lesson for other innovators. The way
to get accelerated thinking was to put yourself into a situation
where chemistry happens. Granted, it may not happen with every
experiment. But the results at BASF seem to underscore the upside
of sticking with it.
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This story first appeared in Fast Company May 7, 2012 and is reprinted here
with the kind permission of the author. Marc Stoiber is a
creative director, writer, innovator and green brand specialist. He
consults with clients across North America. He also speaks and
blogs extensively on trends that will influence the destiny of
today's brands.