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  • March 2018 (Revised September 2023)
  • Case
  • HBS Case Collection

X: The Foghorn Decision

By: Robert S. Huckman, Karim R. Lakhani and Kyle R. Myers
  • Format:Print
  • | Language:English
  • | Pages:22
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Abstract

In February 2016, Kathy Hannun—a project leader at X, Alphabet Inc.'s so-called "moonshot factory"—had to prepare a recommendation for the senior leadership of X regarding the future of Foghorn, a project she was leading to develop a carbon-neutral process for converting sea water into fuel. Recognizing the blueprint for projects at X—(1) addressing a huge problem with a (2) radical solution using (3) breakthrough technology--Hannun had to decide whether to recommend killing the project. Despite the technical feasibility of the Foghorn process, its expected cost per gallon of fuel produced was significantly higher than the established "kill metric"—the maximum unit cost that Hannun and colleagues had set for continuing the project. The case provides an opportunity to examine the management of radical innovation and the challenges associated with assessing early stage ideas. Topics covered include the importance of experimentation and failure as well as the management of opportunity costs in solving large problems.

Keywords

Innovation; R&D Project Management; Radical Innovation; Clean Technology; Innovation and Management; Technological Innovation; Energy; Research and Development; Projects; Management; Decision Choices and Conditions; Technology Industry; Energy Industry; Green Technology Industry; California

Citation

Huckman, Robert S., Karim R. Lakhani, and Kyle R. Myers. "X: The Foghorn Decision." Harvard Business School Case 618-060, March 2018. (Revised September 2023.)
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About The Authors

Robert S. Huckman

Technology and Operations Management
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Karim R. Lakhani

Technology and Operations Management
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Kyle R. Myers

Technology and Operations Management
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Related Work

    • February 2024 (Revised March 2024)
    • Faculty Research

    X: The Foghorn Decision

    By: Kyle Myers and Walter Frick
    • March 2018 (Revised September 2023)
    • Faculty Research

    X: The Foghorn Decision

    By: Robert S. Huckman, Karim R. Lakhani and Kyle R. Myers
Related Work
  • X: The Foghorn Decision By: Kyle Myers and Walter Frick
  • X: The Foghorn Decision By: Robert S. Huckman, Karim R. Lakhani and Kyle R. Myers
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