A video entitled Steve Jobs: The Lost Interview was recently made public on YouTube. The interview is very enlightening but near the end an interesting word is used to illustrate a concept of the relationship between the products Apple makes and its customers. Jobs referred to this as a “taste.” What is the taste a person perceives when they use Apple’s platforms of communication? How is that converted into an experience customers value so much they will keep using it, even if it is more expensive than other products?
There are presently two issues of interest in the global rendering industry. The first is identifying key points that build a “taste” of the industry when interacting with other organizations in the marketplace. The second issue is to understand how the global rendering industry will be part of the fourth industrial revolution entitled “Industry 4.0.”
Starting with the first matter, key points are needed to communicate the industry’s story to the proper markets in order to gain a place on the world stage where rendering is no longer invisible. It is essential to convey that rendering is a highly “green” industry, the process is essential for leaving a cleaner world to the next generation, and that rendered products have exceptional nutritional value for livestock, fish, and pets.
Globally, the rendering industry is conducting relationships with employees, slaughterhouses, government authorities, customers, and the general public. Each of these groups has specific requirements that build a commitment for both parties. Yet inside those relationships, a “taste” is being delivered, an experience derived by working with the rendering industry. Even if renderers are delivering the experience, they are not communicating it as a concept that generates value for the listener.
The World Renderers Organization (WRO) aims to identify the key points that can confirm the taste that can be found in every relationship with renderers around the world. WRO will run an exercise to identify these points and then build a communication strategy that can be used globally. Renderers worldwide are invited to join this effort by visiting www.worldrenderers.net and suggesting any key points that should be part of this strategy.
Another WRO interest is Industry 4.0 and how it relates to rendering. Many industries are already preparing to be part of this new way to work. There have been three industrial revolutions prior to this new one. The first took place at the beginning of the nineteenth century and was based on the use of steam as a source of power to move machinery. The second industrial revolution took place when electricity was used as a source of power to move machinery that was produced on a mass scale. The third industrial revolution was marked by the appearance of robots and automation.
This fourth industrial revolution is characterized by a range of new technologies that are fusing the physical, digital, and biological worlds, impacting all disciplines, economies, and industries, and even challenging ideas about what it means to be human.
Artificial intelligence is becoming normal. Computers are making decisions based upon an incredible amount of data collected from processes and then assessing if these decisions produce desired results or not. At this point, it is clear that some industries, such as automobile manufacturing, are linking computers with their suppliers. These computers are then conveying the needs to be covered at the right time with the right parts.
The rendering industry should build a platform of communication with its customers and suppliers who are looking to reduce costs and facilitate those relationships. How fast will this new future arrive? Who will be ready to fulfill a new customer’s request to ensure verifiable traceability throughout the feed chain? What is necessary to begin analyzing to prepare for a new way to coordinate with customers and suppliers? How much will the “Internet of things” impact the rendering industry or is it already being impacted and we have not noticed?
I highly recommend reading the book The Fourth Industrial Revolution by Klaus Schwab. Written among the pages is a whole new concept of managing industries to enable them to remain viable in this new future. Renderers will have to rethink operations and imagine how to participate in new markets within this new ecosystem. Are you in?
October 2017 RENDER | back