T E N
T H
A N N U A L C O N F E R E N C
E
Product Development Metrics:
Achieving the Full Value of R&D
November 7-9,
2005 / Chicago, IL
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Meet the Winners:
Duane Oda |
K.L. Seshu Seshasai
Kurt Swogger |
John Cordes
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Duane Y.
Oda
Product
Development Chief
Boeing Commercial Airplanes |
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Press Release
Accomplishments -
Championed the development and implementation of
Strategic Roadmapping and Portfolio Management processes
at both Boeing Commercial Airplanes and across the
entire Boeing enterprise, resulting in a dramatic
improvement in effectiveness of Product Development and
R&D
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Collected industry best practices on strategic
roadmapping and portfolio management in order to improve
R&D and Product Development effectiveness
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Solved
issues, removed roadblocks to implementation
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Coordinated inside and outside Boeing – improved
commonality of processes
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Motivated, educated and initiated change across
corporate functions and business unit boundaries
Specific
Impact at Boeing
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Enabled
rational long-term investments in product development
and R&D – the Product and Technology Development
Portfolios
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Enabled
market-driven innovation vs “market-reaction torpor”
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Extended to suppliers and technology partners
Knowledge
Sharing
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Shared
knowledge freely in external forums (Management
Roundtable, Knowledge Roundtable, Strateva/Alignent
Roadmapping conferences, etc.)
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Shared
knowledge to improve supplier and partner relationships
(NASA, for example)
“..Duane’s
high level of performance makes him a valuable asset to the
entire Boeing enterprise.”
— D.
David Anderson, Director, Product Development, Boeing
Commercial Airplanes
“Duane Oda is an energetic and effective leader at the
Boeing Company and in the Commercial Airplanes business unit
in using strategic planning (a.k.a. roadmaps) to sharpen the
focus of R&D in enabling advanced aircraft products of
worldwide importance…[his] integrated plans…allow us to
establish meaningful metrics for R&D based on the corporate
revenue that is linked to the success of each R&D product.”
—
Raymond R. Cosner, Director for Technology: Senior Technical
Fellow, Boeing Integrated Defense
“With respect to NASA, his efforts have contributed to a
more productive working relationship between our two
entities..and contributed to improved strategic R&D planning
processes within NASA’s Vehicle Systems Program.”
—Fayette S.
Collier, Ph.D., Subsonic Transport Vehicle Sector Manager,
NASA Langley Research Center
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K. L. Seshu
Seshasai, Ph.D.
Executive
Vice President
Textron Fastening Systems |
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Accomplishments
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Established metrics for individual performance, team
performance, projects’ profits contribution to bottom
line, continual margin growth, intellectual property
growth, and many more
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Established process for measuring and monitoring
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Championed the implementation of processes for
continuous improvement
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Bypassed company inertia and enabled a major shift in
the organizational culture and behavior, overcoming such
internal resistance as “not invented here” syndrome, “we
know what is best for us,” and “we have been doing our
way for years and it has worked.”
Specific
Impact at Textron
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Processes are now implemented fully at Textron Fastening
Systems and have taken the new product sales from 7% to
15% of total sales of $2B in three years and have
established solid plans to grow this to 30% of total
sales in the next 3 years with R&D and new product
resource budgets remaining flat year over year
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Drove
these accomplishment by optimizing the group, leveraging
global power, standardizing on product development best
practices and a continual focus on metrics and
metrics-based improvement processes
Knowledge
Sharing
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While
serving as leader of the Engineering and Technology
council for all of Textron, expanded the use of these
methodologies in all other Textron businesses globally
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As
member of many organizations, NSPE’s Industry Advisory
Group and CEUG in particular (which are made up of 15 to
20 Fortune 500 companies that meet several times a
year), exchanged best practices and communicated these
practices to member companies
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Will
host a CEUG meeting in Fall 2005 to share these
practices even more widely
“..Seshu
has made and continues to make significant contributions to
Textron Fastening Systems and to Textron Corporation. His
leadership of our Engineering / R&D activity, which he has
completely re-engineered, has greatly improved our ability
to drive for market accepted new products. Seshu also has a
key senior leadership role in the overall Technology &
Engineering Council for Textron where he has been able to
instill a culture of best process sharing. His ability to
organize and lead teams of technically diverse members is a
key attribute of his overall success. I can think of no one
more deserving of the recognition from your organization.”
— Rick
Clayton, President, Textron Fastening Systems
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Kurt W.
Swogger
Vice
President R&D, Plastics
The Dow Chemical Company |
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Accomplishments
Kurt Swogger’s business-transforming
achievements at Dow Chemical are
built upon his personal passion and strategic commitment to
the principles and practices of
speed-based R&D
for creating and capturing value from new products.
He applied this speed-to-market philosophy to
effect a major technology renewal
across Dow’s Polyolefins & Elastomers (PO&E) business group
(now part of Dow’s
plastics portfolio which comprises
the largest business group in the company) and led the
development of a major new product driven technology at Dow
called INSITE
technology.
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Reduced resources for Polyethylene R&D by 50% and
redirected resources towards INSITE technology
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Led the development efforts for INSITE technology which
at 10 years will pass the 1 billion dollar mark growing
at 40% per year with a 20% gross margin on average
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Has launched one product per year for 8 years with all,
but one, being successful (so far!). Selected and led
the superb team of people who did this!
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Developed, collected and wrote about Speed-Based R&D – a
way to do R&D that increases the speed to market 3 times
faster with reduced risks
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Helped integrate Union Carbide, PET, Bahia Blanca and
BSL acquisitions into Dow
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Helped resolve legal issues with Exxon, Montel and
Mitsui
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Integrated Dow's Plastics Businesses
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Development of Return on Research metric used for
Plastics and Dow
Specific
Impact at Dow
-
In the
ten years since its launch, this platform technology has
been leveraged to deliver over 1.0 billion pounds of
new, differentiated products which have contributed over
$1.0 billion in net sales at a selling price 1.5X that
of commodity base resins with a return on capital of
1.5-4X that of Dow’s benchmark base commodity products
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The
market presence of INSITE Technology Polymers continues
to grow at 25-30% per year. This demonstrated value
creation is testimony to the potency of a novel,
integrated systems philosophy and approach to new
product innovation, designed, championed, implemented,
and driven into the “DNA” of the company by Mr. Swogger
and now, simply referred-to, inside Dow, as “Speed.”
Knowledge
Sharing
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Published dozens of papers and given numerous
presentations at industry conferences
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Authored a 30 page Dow pamphlet on the principles of
“Speed”
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Member
of American Institute of Chemical Engineers
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Member
of Society of Plastics Engineers
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Member
of American Chemical Society
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Chairman, Society of Plastics Engineers Technical
Advisory Board 2004
“He has
been the chief architect, pioneer practitioner, and
relentless champion for speed-based R&D at Dow. Speed in
product innovation is at the core of a cultural
transformation underway across Dow’s R&D operations—a
transformation led by Mr. Swogger.”
—Dr.
William A. Fraser, Senior Director, Global Technology
Alliances, The Dow Chemical Company
“Kurt’s
leadership in Dow is crucial to maintain the technology
leading edge for the US plastics industry….the technologies
and products developed by Kurt during his last 14 years
tenure as the head of R&D...continue having significant
impact to the quality of life.”
— Romeo
Kreinberg, Sr. VP, Plastics, Dow Chemical |
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John
Cordes
Director
New Product Development
National Semiconductor Corp. |
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Accomplishments
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Has
continually implemented new concepts at National for
over 10 years
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Instrumental figure in guiding National’s maturation in
metrics and product development related business
processes.
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Helped
National Semiconductor dramatically improve performance
to schedule and development cycle time by developing
tools, metrics and review processes for management
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Openly
shares knowledge and experiences both internally and
with product development community (through articles,
conference presentations, teleconferences, and other
industry groups and activities)
Knowledge
Sharing
Dialogs
and shares in the following areas:
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Measuring R&D effectiveness
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Proactive & predictive metrics and indicators
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Change
management and metrics implementation
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Portfolio management
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Resource management
“[John] is
a true expert and intellect on the subject, and very
deserving. National Semiconductor has gotten ahead because
of his expertise, and his boss who supports him to do
this—John has tried everything that came along in the past
10 years. Is a true guru. Drove all efforts, actively
discusses his views with thought leaders in the USA.”
—Bradford
Goldense, Goldense Group, Inc.
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Meet the Judges
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