To help Lubrizol understand the Powers of 10 view of a product and the stakeholders affected by that view, we worked with Lubrizol as it developed a new product for refineries based on the PuriNox technology. The technology itself is the same, the same basic approach of emulsifying water into oil. But innovation is required beyond the core product itself; it is also needed in the fuel’s delivery system. We discussed the three product issues earlier: range, cost, and product appearance. The fourth potential problem with this technology is that the encapsulated or emulsified water in fuel can stay in suspension for only a limited period of time unless it is agitated. For diesel vehicles, the fuel mixture can be mixed off-site and delivered to the fueling station. For larger refineries, the diesel fuel and water have to be mixed on-site just prior to being burned. so the delivery of the modified fuel is quite different, requiring the development of a new product system. This new product Lubrizol called Emulsified Heating Fuel, or EHF for short.