Combining cutting-edge technology with emerging market trends in high-volume businesses with global reach requires a product development process that rivals the complexity of advanced aerospace.

Key requirements for success in this challenge were described by Kevin Lambrych, Global Wind Energy Program Manager for Ashland, Inc. Speaking at the February program for the Columbus AMA’s International SIG Kevin described processes combining:

• Focus on “Green” market trends
• Internal organizational structures and roles
• Market sensitivities involving customers and regulatory trends
• Geographic insights to gain market advantage
• Technology cooperation among businesses that also compete with each other
• Standard marketing procedures involving positioning and communication
• Supply chain initiatives to minimize costs

For Ashland’s markets described by Lambrych, advantage is partially gained by replacing petrochemical components of plastics with bio-based materials derived from renewable resources such as soybeans or corn. The science of such innovation is beyond me although Lambrych included some chemistry diagrams in his presentation – something he feels a need to do given his polymer engineering background.

Kevin’s challenge is defining and developing the market for such materials in the wind turbine business. While Ashland’s solution can cut costs with lower material costs and shorter production cycle times he still has to overcome strong risk aversion in an industry where a turbine blade needs to:

• Last for 20 years
• Avoid extreme costs of failure (imagine fractured blades flying at high speeds across the landscape)
• Avoid unforeseen installation failures

This last point was highlighted by a common problem with existing blades involving lightning strikes and explosive incidents involving water vapor that ruin blade tips.

Ashland attacks these challenges using a Design for Six Sigma process that provides the necessary level of control for such market driven challenges with extremely high product requirements that must still respond to the ever-present need for rapid, efficient and robust business results.

ADVISA can provide value in this type of challenge through application of team building skills based on personality assessments. Understanding the risk orientation and communication preferences of your team members can facilitate progress on complex challenges. Achieving organizational alignment with new product plans solidly embedded in a strategic planning framework is a specialty of our strategic planning process.