Sustainable Innovation
Sustainable Innovation
Sustainable Innovation
www.nathan.com/thoughts
DESIGN SUSTAINABILITY
BUSINESS
DESIGN SUSTAINABILITY
BUSINESS
DESIGN SUSTAINABILITY
SERVICES
SYSTEMS
BUSINESS
What’s a more sustainable world look like?
“In a stable economy,
sustainability is the competitive
advantage strategy.
In a collapse, sustainability is a
survival strategy.”
SUSTAINABILITY
BUSINESS
FINANCIAL
SOCIAL &
CULTURAL
ENVIRONMENTAL
DESIGN
SUSTAINABILITY
BUSINESS
MONEY
SOCIAL JUSTICE
NATURAL
RESOURCES
DESIGN
SUSTAINABILITY
BUSINESS
FINANCIAL
CAPITAL
HUMAN
CAPITAL
NATURAL
CAPITAL
DESIGN
SUSTAINABILITY
Principles:
Systems Thinking
Multidisciplinary Teamwork
BUSINESS
Service to Users/Customers
Multi-stakeholder Engagement
DESIGN
SUSTAINABILITY
Principles
Frameworks:
BUSINESS
Natural Capitalism
The Natural Step™
Cradle to Cradle
Holistic Management
DESIGN
SUSTAINABILITY
Framework:
Natural Capitalism
(eco-efficiency)
BUSINESS
MANUFACTURED
CAPITAL
FINANCIAL CAPITAL
SUSTAINABILITY
Framework:
Natural Capitalism
(eco-efficiency)
BUSINESS
SUSTAINABILITY
Framework:
Natural Capitalism
(eco-efficiency)
BUSINESS
MANUF. NATURAL
CAPITAL CAPITAL
DESIGN
SUSTAINABILITY
Framework:
Natural Capitalism
(eco-efficiency)
BUSINESS
4 5 7 9
DESIGN
SUSTAINABILITY
Framework:
The Natural Step™
BUSINESS
FINANCIAL IMPACTS
SOCIAL IMPACTS
ENVIRONMENTAL
IMPACTS
DESIGN
SUSTAINABILITY
Framework:
The Natural Step™
BUSINESS
• System Condition #1: Substances
from the Earth’s crust shouldn’t accumulate
in the environment
• System Condition #2: Substances
SOCIAL FINANCIAL
IMPACTS IMPACTS produced by society should not increase
in the biosphere
• System Condition #3: We must
preserve the productivity and biodiversity
of the ecosystem
• System Condition #4: Resources should be
ENVIRONMENTAL
IMPACTS
used fairly and efficiently to meet human needs.
DESIGN
SUSTAINABILITY
Framework:
The Natural Step™
BUSINESS
The Natural Step™
Resource Funnel
Declining Life-
Sustaining Resources
Sustainable Supply
Sustainable Demand
Increasing Societal
Demand for Resources
SUSTAINABILITY
Framework:
Cradle to Cradle
(eco-effectiveness)
BUSINESS
TECHNICAL NUTRIENTS
FINANCIAL IMPACTS
SUSTAINABILITY
Framework:
Cradle to Cradle
(eco-effectiveness)
BUSINESS
SUSTAINABILITY
MARKET
(FINANCIAL CAPITAL)
Corporate Strategy:
• Governance & Management
• HR Development & Corporate Culture
• Operations & Facilities
• Design & Process Innovation
• Marketing & Communications
BUSINESS • Partnerships & Stakeholder
ENVIRONMENT
(NATURAL CAPITAL)
• Ecosystem Services
• Radical Resource Efficiency
(min 10x)
• Renewable energy and
materials
• Eliminate the use of toxic
substances
• Natureʼs solutions can inspire
SOCIETY our own
• Maintain Biodiveristy
(HUMAN CAPITAL) • All Wastes are inputs for
Multiple Potential Criteria other systems.
• Safe deposits of energy and
Issues: USE materials to the environment
Fair/just distribution/use of are balanced with those
resources according to taken from it
(whose?) values
MANUF. DISPOSAL PRODUCTS & SERVICES
(MANUFACTURED CAPITAL)
DESIGN
SUSTAINABILITY
Principles
Frameworks
BUSINESS
Tools:
LCA (Life Cycle Assessment) ISO 50001
Total Beauty™ SOS (Blackburn)
Biomimicry Wheel of Change
City Climate Protectio
SROI
Manual
Sustainability Helix Metrics (GDP, GPI, G
Blended Value GRI, SRI)
Integrated Bottom Line LEED
LASER Manual FASB redefinition of P
Footprint Calculators SCORE
(water, carbon, etc.) Factor 4 and Factor 1
Stakeholder Analysis SHINGO
DESIGN
SUSTAINABILITY
Tools:
LCA
BUSINESS
DESIGN
SUSTAINABILITY
Tools:
Biomimicry
BUSINESS
DESIGN
SUSTAINABILITY
Tools:
Biomimicry
Self-assembly
Solar transformation
BUSINESS Power of shape
Color without pigments
Cleaning without detergents
Water-based chemistry
Metals without mining
Green chemistry
Timed degradation
Sensing and responding
Growing fertility
Life creates conditions conducive to life
Decentralization and distributed control
Simple building blocks
Use of feedback loops
Redundancy
Cyclic solutions
Diverse solutions
DESIGN
SUSTAINABILITY
Tools:
Biomimicry
SUSTAINABILITY
Tools:
Sustainability Helix (natcapsolutions.org)
BUSINESS
SUSTAINABILITY
Principles
Frameworks
Tools
BUSINESS
Design Strategies:
REDUCE • Design for Use (Usability & Meaning)
• Dematerialization (Materials, Energy & Transportation)
• Substitution (Materials & Energy)
• Localization
• Transmaterialization
• Informationalization
REUSE • Design for Durability
• Design for Reuse
RECYCLE • Design for Disassembly
• Close the Loop
• Design for Effectiveness
RESTORE • Design for Systems
DESIGN
SUSTAINABILITY
Design Strategy:
Design for Use
(Usability, Accessibility, & Meaning)
BUSINESS
MEANING
VALUES
EMOTIONS
PRICE
FEATURES
DESIGN
SUSTAINABILITY
Design Strategy:
Dematerialization
(Materials, Energy, & Transportation)
BUSINESS
Apple iPhone
Apple Keyboard
DESIGN
SUSTAINABILITY
Design Strategy:
Dematerialization
(Materials, Energy, & Transportation)
BUSINESS
Apple packaging
DESIGN
SUSTAINABILITY
Design Strategy:
Dematerialization
(Materials, Energy, & Transportation)
BUSINESS
Apple iPhone
DESIGN
SUSTAINABILITY
Design Strategy:
Substitution
(Materials, Energy, & Transportation)
BUSINESS
• Raw materials
Mirra chair, • Components
Herman Miller
• Energy sources
DESIGN
SUSTAINABILITY
Design Strategy:
Localization
(Materials, Energy, & Transportation)
BUSINESS
SUSTAINABILITY
Design Strategy:
Transmaterialization
(Products into Services)
BUSINESS
Zip Cars
DESIGN
SUSTAINABILITY
Design Strategy:
Transmaterialization
(Products into Services)
BUSINESS
Interface FLOR
carpet
DESIGN
SUSTAINABILITY
Design Strategy:
Informationalization
(atoms into bits)
BUSINESS
SUSTAINABILITY
Design Strategy:
Informationalization
BUSINESS
Open Architecture
Network,
Architecture for
Humanity
DESIGN
SUSTAINABILITY
Design Strategy:
Design for Durability
BUSINESS
SUSTAINABILITY
Design Strategy:
Design for Reuse (unintended)
BUSINESS
Artecnica tranSglass
vases
DESIGN
SUSTAINABILITY
Design Strategy:
Design for Reuse (intended)
(Reuse of Materials, Energy,
BUSINESS
Components, and Functions)
Maille condiment
jars
DESIGN
SUSTAINABILITY
Design Strategy:
Design for Disassembly
BUSINESS
• Product redesign
• Labeled components
• Uni-material components
SUSTAINABILITY
Design Strategy:
Design for Disassembly
SUSTAINABILITY
Design Strategy:
Close the Loop (lifecycle solutions)
Compost
Aalborg
Water
Noveren Lake Statoil A/S Portland A/S
Tissø Kemira
I/S Refinery Sulfur & Road
Paving
Glass,
Metal, &
Paper for Fuel
Recycling Steam Gas Fly Ash
Misc. Waste
Sludge Fish
Waste
Fertilizer Coal Yeast Slurry
DESIGN
SUSTAINABILITY
Design Strategy:
Design for Effectiveness
• Process redesign
BUSINESS
• Take-back programs
• Integration into all aspects of business strategy
Rickshaw Bags
DESIGN
SUSTAINABILITY
Design Strategy:
Design for Systems
(system solutions)
BUSINESS
Curitiba, Brazil
DESIGN
SUSTAINABILITY
Design Strategy:
Restoration
BUSINESS
Alpine pennycress
(Thalaspi caerulescens)
SUSTAINABILITY
Summary/Checklist:
SUSTAINABILITY
Principles
Frameworks
Tools
BUSINESS
Design Strategies:
DESIGN
What kind of design?
Appearance (cool)
Performance
BUSINESS
Understanding
Interaction
Experience
SUSTAINABILITY
DESIGN
Principles:
Systems Thinking
User-Centered focus
BUSINESS
User/Design Research
Experience Model
Meaning Model
SUSTAINABILITY
DESIGN
Principles
Tools:
BUSINESS
Deep Dive
Prototyping
Iteration
Need Finding
Ethnographic Techniques
Critique
SUSTAINABILITY
DESIGN
BUSINESS
Experience
Price
Value
Revenue
Profit
Loyalty
DESIGN
SIGNIFICANCE DURATION
BUSINESS
INTENSITY INTERACTION
SUSTAINABILITY
DESIGN
SIGNIFICANCE DURATION
BUSINESS
MEANING
VALUES
EMOTIONS
PRICE
FEATURES
INTENSITY INTERACTION
SUSTAINABILITY
DESIGN
MEANING
VALUES
BUSINESS
EMOTIONS
PRICE
FEATURES
DESIGN SUSTAINABILITY
BUSINESS
Principles:
Systems Thinking
Multidisciplinary Teamwork
Service to Users/Customers
Multi-stakeholder Engagement
Service Culture (throughout org)
DESIGN SUSTAINABILITY
BUSINESS
Principles
Tools:
BUSINESS
Principles:
Innovation Culture
Dynamic Innovators (39%):
• Strategy guides process
• Led from top
Structured Innovators (18%): • Cross functional teams
• Formal process • Collaborative
• Led from the middle • Creative environment
• Low collaboration • Rational inspiration
• Analytic evaluations • Risk-taking is accepted
• Iterative
• Risks minimized
Ad Hoc Innovators (10%):
• Accidental innovation
Creative Innovators (26%): • Innovation not valued
• “Big Ideas” inspire • Creativity not valued
• Led from the top • Haphazard process
• Often haphazard process
• Focus on creativity
Innovation Outsourcers (8%):
• Relies on consultants
• Risk-taking is accepted
• Acquires innovation
Cheskin, 2005 • Focus on marketing/PR
STRATEGIES
ENT
M
NG
TOOLS
RN
Os Voting
Policy
E V
Bills
GO
Regulation
FRAMEWORKS Propoganda
Democracy
Socialism
PRINCIPLES Totalitarianism
Systems Thinking Social Contract
Customer-centered
Experience & Meaning
Multidisciplinary Teamwork
Market Capitalism Service-centered
Porter Multi-stakeholder Engagement
Value Chain
“Free Market” Natural Capitalism User/Design Research
ROI, NPV/IRR, The Natural Step™ Experience Model
GDP, SWOT, Stage Gate Cradle to Cradle Meaning Model
Market Research Holistic Management Prototyping
BU
N
Doblin Value Model Critique
Sustainability Helix
SIG
SIN
Positioning Iteration
Segmentation Resource Funnel Experience Testing
DE
ES
SUSTAINABILITY
Thank you
A Better World by Design
Nathan Shedroff
October 2009
www.nathan.com/thoughts