Episode 15 – The McDonald’s Principle and Other Insights from DHL’s Innovation Ecosystem

Welcome to the next episode of Platform Disco! Today, our guest is Stefan Fühner, VP Strategy & Commercial Development at DHL. 

DHL has four innovation centers across the globe that serve as structured engagement platforms for customers, technology providers, and startups. The innovation process at DHL follows a funnel framework, starting with thought leadership and research, moving to exhibits and customer engagement, then proof of concept and pilot, and finally productization and scaling. The goal is to solve customer problems and strategically leverage innovation.

WHAT IS THE EPISODE ABOUT?

The episode covers various topics related to logistics and innovation within the company, including trend radar, thematic innovation islands, reuse and refurb initiatives, the McDonald’s principle in managing innovation, and the significance of working in logistics. The innovation centers in Chicago, Cologne, Singapore, and Dubai are highlighted as key platforms for collaboration and discussion.

Stefan explains that these centers are not research and development hubs but rather places where customers, technology providers, and operations teams come together to solve customer problems. He emphasizes the importance of a structured innovation process, starting with thought leadership and research, moving through customer engagement and proof of concepts, and ultimately scaling successful innovations. Examples like exoskeletons for worker safety and robotics for warehouse operations illustrate the practical challenges and successes in implementing these technologies.

We also talk about the importance of managing innovation in a structured way, using metrics and a stage-gate process to move ideas through the funnel. Stefan mentions that while failure is a part of the innovation process, it is important to learn from these experiences and keep pushing forward. He notes that DHL is making progress in this area, although there is always room for improvement. The structured approach helps in managing the complexity and ensuring that innovations are scalable and practical in real-world operations.

Finally, Stefan talks about the future of last-mile delivery, emphasizing the importance of electrification, data-driven on-demand delivery services, and the potential for drones and robotics. He shares his personal passion for logistics, noting that it connects to every industry and offers endless opportunities for innovation and improvement. He concludes by reflecting on the satisfaction of delivering happiness to customers and the pride he takes in DHL’s role in global trade.

All links to Stefan Fühner and DHL:

Stefan: https://www.linkedin.com/in/stefan-fuehner-a42b46142/

DHL: https://www.dhl.com/de-de/home.html



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Gain firsthand insights into the challenges and triumphs experienced by top executives, providing you with the knowledge and inspiration to effectively design, build, and expand your marketplace initiatives.  

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Meet the Hosts

Alex Pesjak

VP, EMEA

Alex is a seasoned platform professional who is passionate about creating value in ecosystems and platforms. With a deep understanding of strategy, transformation, and innovation, he is driven by the vision of a thriving Ecosystem Economy across Europe and beyond. Pesjak specializes in aligning purpose, ambition, and circularity to create strategic frameworks that drive success. He is skilled in transforming legacy businesses while simultaneously leading ecosystems through agile and dual operating models.

Alex has a 20 year Brand and Innovation Background in Coca-Cola and Kraft Foods while working as a consultant for the last 12 years in the fields above. With a passion for creating value for all stakeholders, he is dedicated to driving the transformation to networked business models and organizations. Alex currently serves as McFadyen Digital’s VP, EMEA as a leader in their Strategic Advisory practice.

David Detjen

Sales Director

David is a digital professional with over 15 years in e-commerce as well as on the operator and partner sides of the equation in a variety of roles. This experience, both operating a platform in the form of an online marketplace, and serving in more of a consultative role, provides David with a unique perspective, able to “walk in the shoes” of far more than most while providing solutions.

Prior to joining McFadyen Digital, David honed his skills at the likes of Siemens, Arvatis, Mindcurv (Accenture Song), and Eccelerate, helping clients to transform their digital commerce capabilities. With McFadyen Digital, David continues this work leveraging the advantages of composable MACH approach to technology while utilizing the latest platform business models to provide scalable growth to his clients.

Peter C. Evans

Chief Strategy Officer

Before becoming the Chief Strategy Officer at McFadyen Digital, Peter Evans was a Managing Partner at the Platform Strategy Institute, a consultancy dedicated to management strategy and application of platform business models across a wide range of sectors. Dr. Evans has over 20 years of experience leading teams in identifying, framing, assessing, and communicating high-priority marketplace trends and disruptions that support business planning and investment prioritization.

Peter received his master’s degree and Ph.D. degree from the Massachusetts Institute of Technology and is a lifetime member of the Council on Foreign Relations and an International Academy of Management Fellow. He is also the co-chair of the MIT Platform Strategy Summit and the Founder of MusicTech Connect in Atlanta.

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