The Malcolm Operating System

Value chain analysis has been around for a long time. However, the knowledge gap in technology development has grown exponentially for many brands. Small teams working on CAD models a few years ago have transformed into multiple divisions using 3D, AI, and numerous tool sets across the business that don't talk to each other. The lack of interoperability across the business locks up value. Teams need to convert or rebuild files and don't trust each other’s data since they are not working on a common standard. A new playbook is required for brand leadership to leverage their digital value chain.

Five Pillars for Digital Value Chains in Brands

Strategy

  • Align strategies with each brand's unique goals and vision.

  • Leverage core capabilities for competitive advantages.

  • Identify growth opportunities and mitigate risks.

Ways of Working

  • Optimize organizational structure and functional outcomes.

  • Develop innovative workflows to boost productivity and creativity.

  • Focus on human processes.

Product Journey

  • Provide detailed insights into product offerings and 3D standards.

  • Map the digital value chain from design to marketing.

  • Track the product lifecycle from inception to delivery.

Workflow

  • Choose tools and interchange formats for efficiency and quality.

  • Define tool usage, inputs, outputs, and quality criteria.

  • Ensure seamless integration of tools.

Brand Content

  • Strengthen brand narratives for impactful messaging.

  • Manage communications lifecycle with agencies and partners.

  • Coordinate global packaging, briefs, and asset access.

New Capabilities

Core to the Five Pillars are insights from Universal Scene Description (USD), known as 'the HTML of 3D'. USD has unlocked the capability of every brand to activate content like Pixar and Apple. Every tool can access the exact source of truth. Authors can create using their preferred tool while originals are preserved. The same source assets can produce image, video, and immersive content.

But more importantly, the business isn't paying to redo work due to compatibility issues. By adopting strategies and standards that make sense for the digital value chain, the business gains flexibility and speed to capture new opportunities at a lower cost.