Ira A.

FULTON
Schools of Engineering
Global Challenges in Industrial Engineering and
Operations Management for the 21
st
Century
Ronald G. Askin, Professor and Director
School of Computing, Informatics, and Decision Systems Engineering
Arizona State University
Tempe, AZ 85287-8809 USA
Ron.Askin@asu.edu
School of Computing, Informatics,
and Decision Systems Engineering
Kuala Lumpur,
January 2011
Overview
On-going global manufacturing and economic activity trends
Where US manufacturing research and activity are headed
What are the implications/opportunities for IEs globally?
Where is IEs future

School of Computing, Informatics,
and Decision Systems Engineering
Kuala Lumpur,
January 2011
Arizona and ASU
School of Computing, Informatics,
and Decision Systems Engineering
Kuala Lumpur,
January 2011
Shaping the World
Politics
and
Cultures
Environment
and Nature
Economics
and
Ingenuity
School of Computing, Informatics,
and Decision Systems Engineering
Kuala Lumpur,
January 2011
Manufacturing Trends and Status Today
Global Production/Supply Networks
Transit costs and speeds changing slowly
Raw material availability, labor costs, markets vary globally
Information access is level; education becoming level
Transition from Mechanical/Physical to Electrical/Info Dominance
Green for Sustainability (Financial and Environmental)
Health applications are growing markets
Nanomaterials are solutions on the horizon

Manufacturing Creates Wealth!
Services fleetingly facilitate life but limit wage growth due to
standardization, scalability and automation difficulty.
School of Computing, Informatics,
and Decision Systems Engineering
Kuala Lumpur,
January 2011
Globalization!
School of Computing, Informatics,
and Decision Systems Engineering
Kuala Lumpur,
January 2011
www.worldatlas.com
Fab
Intel Wafer Fab and Test/Assembly Facilities
Assembly/Test
Region Revenue
Asia/Pacific 51%
Americas 20%
Europe 19%
Japan 10%

Its Markets, Resources and Economics
School of Computing, Informatics,
and Decision Systems Engineering
Kuala Lumpur,
January 2011
WTO: Peace and Prosperity Through Cooperative Commerce
153 Member Countries, 30 Accessions (in process) in 2009
WTO: A system of trading rules and forum for intergovernmental negotiation
School of Computing, Informatics,
and Decision Systems Engineering
Kuala Lumpur,
January 2011
Why is US IE Changing So Much So Fast?
Thomas L. Friedman, Hot, Flat and Crowded
-Level playing field through logistics and global connections (web)
-American expectations for good wages, clean jobs/environment
- High competition outsourcing, off-shoring
Opportunity of new science bio, info, nano
Growth of service expenditures (health care, finance)
Dragged along by our engineering counterparts
School of Computing, Informatics,
and Decision Systems Engineering
Kuala Lumpur,
January 2011
But are We Changing?
Of Top 20 Ranked Schools
Industrial and Systems Engineering Industrial and Operations Engineering
Industrial Engineering and Operations Research Industrial and Manufacturing Engineering
Management Science and Engineering Industrial Engineering and Management Science
Operations Research and Information Engineering Industrial and Systems Engineering
Industrial and Systems Engineering Industrial and Systems Engineering
Industrial and Systems Engineering Industrial and Systems Engineering
Industrial and Systems Engineering Industrial and Systems Engineering
Industrial Engineering and Operations Research Industrial and Systems Engineering
Industrial and Enterprise Systems Engineering Industrial Engineering
Operations Research/Industrial Engineering Industrial, Systems and Operations Engineering

IIE Members vote Down Name Change in 2009
School of Computing, Informatics,
and Decision Systems Engineering
Kuala Lumpur,
January 2011
Industrial Engineering in the US
Past and Present
New Markets Outside of Manufacturing
1910
2010
Weve grown out but have we grown up?
School of Computing, Informatics,
and Decision Systems Engineering
Kuala Lumpur,
January 2011
The Scientist/Engineer Today
The Doctor The Civil Engineer
CAT Scan PET Scan
Realtime tracking
(Cameras, GPS)
Embedded structural
health monitoring/control
School of Computing, Informatics,
and Decision Systems Engineering
Kuala Lumpur,
January 2011
Revolutionary Change in Technology
Moores Law
Human
Genome Decoding
n 1990: $3B, 13 yrs
n 2009: $350k, 13 weeks
n 2015: $300, 13 min.
Gordon Moore's original graph from 1965
School of Computing, Informatics,
and Decision Systems Engineering
Kuala Lumpur,
January 2011
The IE Today
http://www.strategosinc.com/value_stream_mapping1.htm
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Subject to:
Methods have stagnated.
Remaining traditional Manufacturing opportunities in US are limited.
School of Computing, Informatics,
and Decision Systems Engineering
Kuala Lumpur,
January 2011
IEs Improve Integrated Systems
How must faster/better/cheaper can we define, model, and
improve a system today than in 1979?
Have we changed at the same rate as others
over the past 30 years?
While the world became a ubiquitous information,
global society, IE found better icons for flowcharts!
Todays systems are complex and integrated. Why arent
we flourishing most in complex environments?
School of Computing, Informatics,
and Decision Systems Engineering
Kuala Lumpur,
January 2011
Where Could/Should We Be?
Virtual Reality Models of Systems miniature Ron sits on the
part and flows through the machine and plant

Virtual Reality Models of datasets with automated coloring,
sizing for outliers

Automated Simulation/Optimization Models from Capital
Asset files

Automated model decomposers, data cleaners and
preprocessors

Full data history on shop and order status with real-time
planning updates customers manage their orders.
Were too Cheap!
School of Computing, Informatics,
and Decision Systems Engineering
Kuala Lumpur,
January 2011
The Prevailing Business Attitude
Phil Knight, Founder of Nike

There is no value in making things any more. The
value is added by careful research, by innovation, and
by marketing.


Deputy Director, DARPA 7/19/2010

To innovate we must make.
School of Computing, Informatics,
and Decision Systems Engineering
Kuala Lumpur,
January 2011
World Gross Domestic Product
0
5000
10000
15000
20000
25000
30000
35000
40000
1970 1975 1980 1985 1990 1995 2000 2005 2008
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YEAR
GDP by Region
Africa
Asia
Central America
Europe
North America
South America
World
Data Source: http://unstats.un.org/unsd/snaama/dnlList.asp
School of Computing, Informatics,
and Decision Systems Engineering
Kuala Lumpur,
January 2011
GDP Asia
School of Computing, Informatics,
and Decision Systems Engineering
Kuala Lumpur,
January 2011
GDP per Capita-Global Wealth Distribution
$0
$5,000
$10,000
$15,000
$20,000
$25,000
$30,000
$35,000
1970 1975 1980 1985 1990 1995 2000 2005 2008
1
9
9
0

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D

P
e
r

C
a
p
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t
a

YEAR
GDP / Population
Africa
Asia
Central/Latin
America
Europe
North America
World
School of Computing, Informatics,
and Decision Systems Engineering
Kuala Lumpur,
January 2011
GDP/Capita Asia and US
School of Computing, Informatics,
and Decision Systems Engineering
Kuala Lumpur,
January 2011
GDP Growth Rate: Current GDP/1970 GDP
0
1
2
3
4
5
6
G
R
O
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T
H

R
A
T
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YEAR
GDP Growth Rate by Region
Africa
Asia
Central
America
Europe
North
America
South
America
World
Asia Rising,
Europe Falling
0
1
2
3
4
5
6
7
8
G
R
O
W
T
H

R
A
T
E

YEAR
Manufacturing Growth Rate by
Region
Africa
Asia
Central
America
Europe
North
America
South
America
World
School of Computing, Informatics,
and Decision Systems Engineering
Kuala Lumpur,
January 2011
Export Dependence by Region
0
0.1
0.2
0.3
0.4
0.5
0.6
1970 1975 1980 1985 1990 1995 2000 2005 2008
P
E
R
C
E
N
T
A
G
E

YEAR
Total Exports/GDP by Region
Africa
Asia
Central
America
Europe
North America
South
America
World
Asia growing rapidly
School of Computing, Informatics,
and Decision Systems Engineering
Kuala Lumpur,
January 2011
Export Importance by Country
School of Computing, Informatics,
and Decision Systems Engineering
Kuala Lumpur,
January 2011
Trends in Interdependency
0
0.1
0.2
0.3
0.4
0.5
0.6
0.7
1970 1975 1980 1985 1990 1995 2000 2005 2008
P
E
R
C
E
N
T
A
G
E

YEAR
Total Imports/GDP by Region
Africa
Asia
Central America
Europe
North America
South America
World
School of Computing, Informatics,
and Decision Systems Engineering
Kuala Lumpur,
January 2011
Import Percentages by Country
School of Computing, Informatics,
and Decision Systems Engineering
Kuala Lumpur,
January 2011
Import Export Growth Rates
0
5
10
15
20
25
197019751980198519901995200020052008
G
R
O
W
T
H

R
A
T
E

YEAR
Export Growth Rate by Region
Africa
Asia
Central
America
Europe
North
America
South
America
World 0
2
4
6
8
10
12
14
16
18
20
YEAR
Import Growth Rate by Region
Africa
Asia
Central
America
Europe
North
America
South
America
World
Central America Gaining Net Surplus
Asia Expanding Activity Rapidly
School of Computing, Informatics,
and Decision Systems Engineering
Kuala Lumpur,
January 2011
Observations
US has room to consume more of the worlds goods
US spends most on services, not products
Central America and Europe highly dependent on trade
US, Japan and South America too insular?
Japan continuing to wane
Growth linked to global trade, particularly for small economies
School of Computing, Informatics,
and Decision Systems Engineering
Kuala Lumpur,
January 2011
Whats the Role and Impact
of Manufacturing?
School of Computing, Informatics,
and Decision Systems Engineering
Kuala Lumpur,
January 2011
Global Manufacturing Growth
0
1000
2000
3000
4000
5000
6000
7000
8000
9000
1970 1975 1980 1985 1990 1995 2000 2005 2008
C
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S
T
A
N
T

1
9
9
0

U
S

B
I
L
L
I
O
N
S


YEAR
Manufacturing by Region
Africa
Asia
Central America
Europe
North America
South America
World
Europe, No. America
losing ground;
Asia gaining
School of Computing, Informatics,
and Decision Systems Engineering
Kuala Lumpur,
January 2011
Manufacturing Activity by Country
School of Computing, Informatics,
and Decision Systems Engineering
Kuala Lumpur,
January 2011
Manufacturing Importance by Region
0.1
0.15
0.2
0.25
0.3
0.35
1970 1975 1980 1985 1990 1995 2000 2005 2008
Manufacturing/GDP by Region
Africa
Asia
Central America
Europe
North America
South America
World
No./So. America ,
Europe losing ground
World relatively constant
Asia
Gaining
School of Computing, Informatics,
and Decision Systems Engineering
Kuala Lumpur,
January 2011
Manufacturing Production per Capita
$0
$1,000
$2,000
$3,000
$4,000
$5,000
$6,000
1970 1975 1980 1985 1990 1995 2000 2005 2008
1
9
9
0

U
S
D

P
e
r

C
a
p
i
t
a

YEAR
Manufacturing / Population
Africa
Asia
Central America/Latin
America
Europe
North America
World
Surprising relative growth
consistency except Africa
School of Computing, Informatics,
and Decision Systems Engineering
Kuala Lumpur,
January 2011
Manufacturing per Capita by Country
School of Computing, Informatics,
and Decision Systems Engineering
Kuala Lumpur,
January 2011
Population Growth Rates
0
1,000,000,000
2,000,000,000
3,000,000,000
4,000,000,000
5,000,000,000
6,000,000,000
7,000,000,000
8,000,000,000
1970 1975 1980 1985 1990 1995 2000 2005 2008
P
O
U
L
A
T
I
O
N

YEAR
Population Data by Year
Africa
Asia
Europe
North America
Latin America /
Central America
World
Despite problems, Africa
is growing fastest
School of Computing, Informatics,
and Decision Systems Engineering
Kuala Lumpur,
January 2011
Population Growth Rates Focus on Asia
School of Computing, Informatics,
and Decision Systems Engineering
Kuala Lumpur,
January 2011
The Rapidly Changing Landscape
Companies brace for end of cheap made-in-China era
By ELAINE KURTENBACH, AP Business Writer Elaine Kurtenbach, Ap Business Writer
Thu Jul 8, 12:57 pm ET

SHANGHAI Factory workers demanding better wages and working conditions are
hastening the eventual end of an era of cheap costs that helped make southern
coastal China the world's factory floor. A series of strikes over the past two months
have been a rude wakeup call for the many foreign companies that depend on
China's low costs to compete overseas, from makers of Christmas trees to
manufacturers of gadgets like the iPad. Where once low-tech factories and scant
wages were welcomed in a China eager to escape isolation and poverty, workers are
now demanding a bigger share of the profits. The government, meanwhile, is pushing
foreign companies to make investments in areas it believes will create greater wealth
for China, like high technology. shifting production to the inland areas Massive
investments in roads, railways and other infrastructure are reducing the isolation of
the inland cities.

Maybe, but the growing market is still there!

School of Computing, Informatics,
and Decision Systems Engineering
Kuala Lumpur,
January 2011
US Industry Activity Percent of GDP*
0
0.05
0.1
0.15
0.2
0.25
0.3
1
9
4
7
1
9
5
0
1
9
5
3
1
9
5
6
1
9
5
9
1
9
6
2
1
9
6
5
1
9
6
8
1
9
7
1
1
9
7
4
1
9
7
7
1
9
8
0
1
9
8
3
1
9
8
6
1
9
8
9
1
9
9
2
1
9
9
5
1
9
9
8
2
0
0
1
2
0
0
4
2
0
0
7
Agriculture
Manufacturing
Retail trade
Logistics
Information
Finance, insurance
Health care
* US Dept of Commerce, Bureau of Economic Analysis
Where will these lines go from here?
School of Computing, Informatics,
and Decision Systems Engineering
Kuala Lumpur,
January 2011
US Manufacturing Future
Focus on design (shorter product life cycles, more customized
demands as choices proliferate)
Focus on green manufacturing (sustainability)
Focus on low volume, high precision, high tech products
Focus on developing and using nanomaterial processes
atomic scale layered composites
Focus on renewable energy power sources
Focus on defense industry
High volume only when automated (low volume and product
flexibility relative to labor at least for awhile longer)
School of Computing, Informatics,
and Decision Systems Engineering
Kuala Lumpur,
January 2011
World wide Opportunities
Successful Approaches (Business 101)
Identify competitive advantage (low cost of labor, primary materials)
Identify market needs and means
Ensure adequate infrastructure
Find investors govt, banks, parent companies
Focus on a core
automotive parts assembly in Mexico first,
then build up to aerospace parts
Low Cost Assembly originally in Asia (Is Africa the future?)
Global Production Global Wealth Logistics Dominance
School of Computing, Informatics,
and Decision Systems Engineering
Kuala Lumpur,
January 2011
Where Do Manufacturers Build?
Close to Raw Material and Parts Suppliers
Close to Customers
Adequate Labor Supply and Low Labor Rate
Adequate Transportation Network (Air, Rail, Shipping, Roads)
Favorable Community/Tax Situation
Access to Utilities (power, water)
Possible risk mitigation driven facility distribution
Limited cultural/political hurdles
School of Computing, Informatics,
and Decision Systems Engineering
Kuala Lumpur,
January 2011
US National Academy of Engineering
Grand Challenges
n Web page: http://www.engineeringchallenges.org/
n View video (6 min)
Make solar energy economical less than 1% today but large potential
Provide energy from fusion develop scalable, envir. benign method
Provide access to clean water affordable and available for all
Reverse engineer the brain combining engineering and neuroscience
Advance personalized learning speeds, styles, content for individual
Develop carbon sequestration methods capture and store excess CO
2

Restore and improve urban infrastructure better design and materials
for transportation, water, waste, power, etc. for livable cities
14 Grand Challenges for the 21
st
Century
School of Computing, Informatics,
and Decision Systems Engineering
Kuala Lumpur,
January 2011
NAE Grand Challenges cont.
Engineer the tools of scientific discovery blending of engr. & science to
explain nature
Advance health informatics better everyday care and preventing bio
attacks/pandemics
Prevent nuclear terror protect society from increasing risks and proliferation
Engineer better medicines body sensing, personalized drugs, delivery
methods
Enhance virtual reality for training, treatment, communication, and
entertainment
Manage the nitrogen cycle better fertilization techniques and
recapture/recycle
Secure cyberspace protect essential infrastructure
School of Computing, Informatics,
and Decision Systems Engineering
Kuala Lumpur,
January 2011
IIE Fellows: Grand Challenges for Industrial Engineering
Reengineering Health Care Delivery
Creating a Technology Oriented Culture
Engineering a Sustainable Society
Developing Better Decision Tools
Mitigating and Responding to Disasters
Point of Use Manufacturing
Infrastructure
Food Security
Fellows Report:
http://www.iienet2.org/uploadedfiles/IIE/News/Grand%20Challenge%201.pdf
School of Computing, Informatics,
and Decision Systems Engineering
Kuala Lumpur,
January 2011
1. Reengineering Healthcare Delivery:
An Integrated Approach

Demographics: Young and poor are fastest growing
segment, U.S. and worldwide
Number of senior citizens growing fast (and baby
boomers wont go gently into the night)
Healthcare is largest U.S. industry
Health care inflation rate 3 times overall rate
Woeful under investment in info technology
Excessive waste
Medical info and treatment increasingly technology-
enabled
The Problem
School of Computing, Informatics,
and Decision Systems Engineering
Kuala Lumpur,
January 2011
1. Reengineering Health Care
Individual care needed risk analysis, modeling/mining
genomic info, personalized treatment scripts, safety/quality in
individual led treatment
System improvements needed QC, logistics, info technology,
provider collaboration hierarchically and vertically, financial
system and models
Science advances needed treatment protocols, data
mining/bioimaging, human sensing

The IE Role
School of Computing, Informatics,
and Decision Systems Engineering
Kuala Lumpur,
January 2011
2. Creating a Technology Oriented Society
Body of tech knowledge growing rapidly
System size and complexity growing rapidly
(U.S.) relatively wealthy life is easy
Many of brightest youth pursue pursue law, business
U.S. youths perform poorly in math/science
The Problem
School of Computing, Informatics,
and Decision Systems Engineering
Kuala Lumpur,
January 2011
2. Creating a Technology Oriented Society
Get the word out about opportunities and need

Optimize available human resource

Jazz up what we do
The IE Role
School of Computing, Informatics,
and Decision Systems Engineering
Kuala Lumpur,
January 2011
3. Engineering a Sustainable Society
U.S. population will double this century
World population will more than double
Over 50% now live in urban areas
Wealth increases ecological footprint
Climate change will change geographic resource availability
The Problem
School of Computing, Informatics,
and Decision Systems Engineering
Kuala Lumpur,
January 2011
3. Sustainable Society
Need sustainable transportation systems
Efficient/effective governmental services judicial,
social security, police/fire
Designing scalable urban environments
Designing efficient community structures connecting
urban (production, consumption) to rural (raw materials)

The IE Role
School of Computing, Informatics,
and Decision Systems Engineering
Kuala Lumpur,
January 2011
4. Develop Better Decision Making Tools
The Problem
Modeled entities are growing in size
Models are expensive to build, hard to sell
Models are limited in scope, life-span
Organizations have vertical and horizontal
boundaries (multiple constituencies)
School of Computing, Informatics,
and Decision Systems Engineering
Kuala Lumpur,
January 2011
4. Better Decision Making Tools
Better, more fully deployed, and relevant sensors
Models to fuse, validate and evaluate data/information
Improved models of human behavior
Enrich Rational models with subjective behavior
Risk analysis and interaction models of tightly coupled massive
technology-oriented systems and their failure modes/scenarios
Rapid modeling and computational tools
Scalable, maintainable, rapidly developable models
More understandable models/More valid models
Human embedded modeling paradigms and tools (immersion
and visualization)
The IE Role
School of Computing, Informatics,
and Decision Systems Engineering
Kuala Lumpur,
January 2011
5. Mitigating and Responding to Disaster
Natural and man-made disasters are happening more
frequently

Societal expectation is for safer lives, quicker emergency
care

Larger urban regions, tightly-coupled specialized lives, and
climate change lead to more susceptible systems and larger
scale impacts
The Problem
School of Computing, Informatics,
and Decision Systems Engineering
Kuala Lumpur,
January 2011
5. Mitigating Disaster
Optimal deployment of detection technologies (natural and
competitive games)
Optimization of emergency response resource positioning
and deployment
Managing transition from search to rescue to recovery and
care
Integrated communications, logistics, and decision making
Real-time decision making with various info levels
(resilient planning and control)
Resilient system(s) design
Optimal deployment and use of sensing technology and
risk assessment models

The IE Role
School of Computing, Informatics,
and Decision Systems Engineering
Kuala Lumpur,
January 2011
6. Point of Use Manufacturing
Demand for Customized Products

Demand for Sustainable Manufacturing/Distribution
The Problem
School of Computing, Informatics,
and Decision Systems Engineering
Kuala Lumpur,
January 2011
6. Point of Use Manufacturing
Distributed (home) or neighborhood manufacturing
New process development for solid free form fabrication
Development of nano and mega technology for point of
use production
Design of infrastructure for material delivery, user-driven
design

Its Not Easy Being Green

The IE Role
School of Computing, Informatics,
and Decision Systems Engineering
Kuala Lumpur,
January 2011
7. Infrastructure Construction
Time to revolutionize infrastructure construction
(progress has lagged)

Construction inefficient and quality variable
The Problem
School of Computing, Informatics,
and Decision Systems Engineering
Kuala Lumpur,
January 2011
7. Infrastructure Construction
Take advantage of advances in computing, robotics,
materials, and management science to reduce cost, time,
injuries, environmental impact

Design smarter structures

Determine optimal investments for infrastructure $

Allow maintainable, culturally appropriate, ergonomically safe
construction methods and system designs

Why Cant we manufacture structures in factories for field
assembly with higher quality and productivity?

The IE Role
School of Computing, Informatics,
and Decision Systems Engineering
Kuala Lumpur,
January 2011
8. Safe, Available, Affordable Food & Water
Population growth, changing weather patterns, political strife,
man-made biohazards, natural biohazards threaten worldwide
Current cultivation practices not sustainable and use non-
renewable resources
Profits vs. Politics vs. Social Good
Standard procedures, testing and traceability needed across food
supply chain
Procedures for local food production and security needed
The Problem
School of Computing, Informatics,
and Decision Systems Engineering
Kuala Lumpur,
January 2011
8. Safe, Available Food and Water
Develop traceable supply and distribution networks (RFID,
imaging, procedures, etc.)
Design and deploy maintainable solutions
Perhaps assist in governmental planning for development
The IE Role
School of Computing, Informatics,
and Decision Systems Engineering
Kuala Lumpur,
January 2011
What Constitutes IE?
Manufacturing planning (process
planning, tooling design/maintenance)
Production operations (planning,
scheduling, quality assurance, material
handling)
Engineering management (engineering
economics, product services, facilities
design/mgmt., distribution/logistics)
System modeling (information
systems/flow, modeling and simulation)
Ergonomics/Human Factors
IE Today
IE Tomorrow
Additions?

Deletions?
School of Computing, Informatics,
and Decision Systems Engineering
Kuala Lumpur,
January 2011
Industrial Engineer 21
st
Century
We are the
Information
Preparer
We are the Data
Hunter/Gatherer

School of Computing, Informatics,
and Decision Systems Engineering
Kuala Lumpur,
January 2011
Conclusions
We are needed but we must Wander or Wither

We must Revolutionize on a Bigger, Broader, Faster
Scale

We must integrate our strengths humans, math
models, computing, big picture/multiobjective comfort
level, efficiency mindset
School of Computing, Informatics,
and Decision Systems Engineering
Kuala Lumpur,
January 2011
The Big Picture
School of Computing, Informatics,
and Decision Systems Engineering
Kuala Lumpur,
January 2011

Questions/Comments/Complaints?

Ron Askin
School of Computing, Informatics, and
Decision Systems Engineering
ron.askin@asu.edu
School of Computing, Informatics,
and Decision Systems Engineering
Kuala Lumpur,
January 2011
Futurizing the BSIE Curriculum
Greater emphasis on global cultures
Learning to serve on multidisciplinary, multicultural, politically
pressured teams
Must bring unique value to the team (Systems thinking, Project
Management, Multiobjective Dec. Making, Dealing with Complexity &
Uncertainty)
Dynamic, Nonlinear, Continuous Large-Scale Modeling (Not just
Discrete Event Simulation and Desk Top LP)
Understanding Human Behavior and Preferences (Beyond HF)
Risk Management and Mitigation as an integral activity
Broader Science Knowledge (Biology, Ecology)
Sophisticated Information Technology Users (Sensor Capability &
Network Design; Data Information Decision Systems)
Systems Modeling of Urban Environments, Infrastructure
Broader Mindset of Major Societal Impact and Socio-Technical
Problem Solving (not just making widgets)
Whats Your Ten?