The sticking point is that in order for hydrogen to be used successfully as an ingredient in these alternative fuels, it needs to be very inexpensive, costing less than one dollar per kilogram.

Then move on to the welcome, the ambience, the food, the price, and so on.. And in the Value chain there may be clear ambiguities or conflicts that need to be resolved.These can be brought to life by creating a value landscape.

This is a visualisation of the different stakeholders.Take Company A that wants to deliver affordable quality housing as part of a long-term secure investment of funds.To do this they need to develop a product, get it built by a Developer, and attract people to live in the accommodation, Dwellers.

The designer of the product could develop a very simple value landscape using the Kano model (a product value model) where Threshold Attributes are minimum standards, Performance Attributes are the-more-the-better and Excitement Attributes are just that.Through doing this, the designer can start to see incongruities in the value chain..

The conclusion may be drawn that although there is alignment between Company A and the Dweller, with affordability matching the lower returns; the great-place-to-live matching the social change agenda; and the habitability matching the reputation, there are some discrepancies with the Developer.

Their business model is different, working in and looking to protect a market with greater demand than supply they are looking for higher short-term returns and the market dictates that quality standards are not such an issue because Dwellers have so few options.The question for us is not “how is this done traditionally?”, but “what is the best possible way to do this?” For young digital thinkers, as for all of our engineers, that commitment to innovation, is a compelling reason to work here, rather than the technology sector.. How to get into engineering at Bryden Wood.

Awareness of what engineers do, and the attractions of the industry, is improving.But how do you get a job in it?

Many assume that you need to have a university degree, and that’s a great option, but not the only one.Taking the apprenticeship route has many benefits.