Impact mapping is a highly effective tool for driving innovation. Although it originated in software development, other fields, including packaging, have also adopted it to align intended business outcomes with achieved outcomes.
This article discusses impact mapping and its role in facilitating strategic collaboration among stakeholders.
Understanding and Using Impact Mapping
Impact mapping is a strategic planning method that maps the relationship between business goals, the actors involved, their behaviors, and what is needed to influence behavior.
It is a way for teams to collaboratively make the connection between their aspirations and measurable actions. It provides a point of reference for organizations to avoid losing track of what’s intended. An impact map answers four primary questions that define any given project:
- Why? – What is the business objective?
- Who? – Who can affect the outcome (for example, customers, production teams and regulators)?
- How? – What will these actors do to change their behavior to achieve the objective?
- What? – What can we do or build to facilitate behavior changes?
The questions should be represented as a structured map, normally with the objective at the center and the answers surrounding it in layers. You can think of it as a living reference point for all parties to refer back to when beginning the design and development process.
Using Logic Models as Supporting Tools
Many organizations are taking a structured approach with logic models to enhance the strategic usefulness of impact maps. The models can provide a systematic way of tracking inputs, actions, outputs, outcomes, and final impacts.
They can be particularly important when working on complex projects such as a packaging redesign or the rollout of a sustainable packaging program. Logic models can help complement impact maps by introducing a form of quantitative thinking during what is usually a qualitative planning exercise. A packaging innovator’s logic model may include:
- Inputs – Funding, design teams, materials
- Activities – Prototyping, supplier discussions/fieldwork, life cycle assessments
- Outputs – Number of new packaging formats developed, results of pilot tests
- Outcomes – Consumer adoption, reduced material costs, and environmental impact indicators.
Why Impact Mapping is Important for Packaging Innovation
Packaging innovation requires juggling multiple complex requirements. Project teams risk not being aligned or drifting from the original intent without a structural framework to follow. Here is why impact mapping matters in packaging innovation.
Links Business Objectives to Innovation Goals
Impact mapping connects any new packaging initiatives directly to larger business priorities. It helps in reducing carbon emissions, increasing shelf appeal, and expanding into new markets. If, for example, the main objective is to reduce single-use plastic, the map can identify alternatives in materials and the behavior changes necessary by stakeholder groups including supplier partnerships or educating consumers.
Facilitates Collaboration
It is rare that innovation in packaging occurs in a vacuum. Impact mapping connects the silos involved in the significant tactical decisions. They may include procurement, marketing, R&D, and logistics. By getting everyone on the same page, it eliminates duplication and identifies and clarifies the purpose of both groups in achieving the main goal.
Keeps Innovation Relevant to Measurable Results
When a team’s activities are linked directly to behavior change and strategic, tangible outcomes, it is harder to fall victim to ‘shiny-object syndrome. Organizations do not innovate for the sake of innovation. Instead, they select packaging initiatives that enable them to achieve measurable impact.
Endnote
Impact mapping is more than a planning tool, but rather a shift in thinking. For packaging innovators who have uncertainty in competing priorities, impact mapping brings clarity, collaboration, and accountability. By mapping everyday production decisions to high-level strategic objectives, impact mapping ensures that innovation isn’t just trendy but a tool for intentional and measurable change.
This article is posted by the editorial staff of Reusable Packaging News. To find out more about submissions, please visit our submissions page. For article feedback or advertising information, please contact leblanc.richard@gmail.com.
