1. Elizabeth Burkhart | Chris McGowan | Emily Wilkinson | Carri
Zak 2. Weve defined victory as the first company to build and sell
a million hydrogen fuel-cell vehicles. Profitably. 3. 1) Concerns
of greenhouse gas emissions, damage to ozone layer 2) U.S.
dependence for oil on politically unstable Middle East 3) Fear that
global demand for fuel would outstrip supply 4. 1990 2003 2010 5.
Identify whether your project is disruptive or sustaining.
Sustaining: Maintains a trajectory of performance improvements
pre-established in the industry Disruptive: Brings forth a new
package of product attributes 6. Electric vehicles = Disruptive
Hybrid technology = Sustaining Fuel cell technology = Disruptive GM
AUTOnomy = Disruptive The fuel cell is as big a change from the
internal-combustion engine as the internal- combustion engine was
from the horse. 7. Industry Wide Distance Constraints 300 mi trip
limit Lack of infrastructure for fuel cell recharging / refueling
Cost Constraints Cell itself is 10 time too expensive Low fuel
costs in US lower ROI for US consumers Technology Itself Unclear
Compressed Gas vs. Liquid vs. Solid State Hybrids: interim or
long-lasting? Specific to GM Industry Leader Goal Current Hy-Wire
approach threatens status quo at GM Pressure from the press for
updates Annual prototype roll-out Large scale volume expectations
In-house Development Preference Independence from outside suppliers
Recruiting and building the right team Limitation of leaps of
thought by team 8. Continue successful practices Cross-brand
approach to technical innovation Limited number of strategically
important technologies in development Collaborative and
cross-trained teams Design Technology Fusion Group Identification
of emergent technologies 9. Define the Goal Broad Objective
Incremental Steps Toward Goals Ensure All Steps Support Broad
Objective Define Fuel Cell Customer Current customer base vs. New
customer base US vs. Japan vs. Europe vs. Undeveloped Areas
Customer base demographics 10. Prioritize Critical Innovation Path
Identify Technological Gaps Resource / Fund for Milestone Leaps
Evaluate and reprioritize in short timeline Improve the Team
Identify & Hire Industry Leaders Define Champions &
Sponsors Structure Team for Success Collaborate with Like-minded
pursuits 11. Collaborate with Toyota 1) Rather than competing with
Toyota, collaborate with them to drive the market. 2) Everyone
agrees the hybrid is an interim technology. 3) Cost incentive.
