Tom Osborne's P&G story and deep customer study

"These are the most important people you've never heard of."

After interviewing more than 50 serial innovators inside the world's largest mature companies, Bruce Vojak knows something most boards don't: a tiny minority of people — roughly 1 in 500 inside a large firm — quietly create the breakthrough products that fund everything else. They have no formal mandate. They are often almost fired. And without them, the S-curve flatlines.

Bruce is co-author of Serial Innovators: How Individuals Create and Deliver Breakthrough Innovations in Mature Firms (with Ray Price and Abby Griffin), founder of Breakthrough Innovation Advisors, and a former engineering executive who has spent over a decade studying how breakthrough innovation actually happens inside big organisations. This is part one of a multi-part series with host Aidan McCullen on Bruce's life's work.

In this conversation, Bruce reveals:

• Why the humble carrot peeler is the clearest example of how innovation redefines the basis of competition
• How Tom Osborne at Procter & Gamble almost lost his job twice — before launching the billion-dollar Always Ultra brand
• The Tom Osborne quote every product team should hang on the wall: his products were "love letters to his customers"
• Why it is not marketing, it is "customering" — and why customer-driven beats market-driven every time
• The three roles inside the stage-gate process — inventor, champion, implementer — and why serial innovators play across all three
• Why stage-gate is brilliant for incremental innovation and lethal for breakthrough work
• The MP5 model: motivation, personality, perspectives, preparation, process and politics — what serial innovators bring vs. what they develop
• Why the politics is the work — and why pushing the boulder up the hill is Sisyphean by design
• The hiring insight that changes everything: "I want people who want to do the work innovators do, not people who want to be an innovator"
• How Iain McGilchrist's master and emissary, Charles Handy's S-curves and Thomas Kuhn's paradigms all converge inside one good innovator
• Why early success is a curse — and what to do when your organisation has forgotten how it found its first product

Chapters:

00:00 Why Serial Innovators Matter 00:31 Sponsor and Series Setup 01:11 Meet Bruce Vojak 02:45 Defining Innovation 04:08 Carrot Peeler Breakthroughs 05:54 Market Expansion Examples 07:56 What Is a Serial Innovator 08:44 Hiring and Spotting Innovators 10:32 Curse of Early Success 15:19 Punished for Innovating 17:34 Tom Osborne at P&G 19:53 Digging Deep for Insight 22:18 Bootlegging to Launch Ultra 27:25 When Innovators Check Out 33:17 Incremental vs Breakthrough 36:04 S Curves and Culture Tension 42:03 Stage Gate vs Iteration 43:24 Switch to Video and Diagrams 44:30 Stage Gate Overview 45:09 Stage Gate Basics 46:58 Innovation Roles Explained 48:21 Serial Innovators Across Roles 50:34 Customer Driven Discovery Loop 53:37 Seeing Patterns Metaphors 55:13 Motivation And Role Friction 01:02:50 MP5 Model Origins 01:04:33 Traits Motivation Politics 01:16:07 Innovation Process Diagram 1.7 01:21:57 Wrap Up Sponsor Outro

About Bruce Vojak Bruce is co-author of Serial Innovators and Innovation Code, founder of Breakthrough Innovation Advisors, and former Associate Dean for Administration at the University of Illinois College of Engineering. He advises executive teams and boards on how to find, support and unleash serial innovators inside mature firms.

Website: https://breakthrough-innovation-advisors.com

LinkedIn: https://www.linkedin.com/in/bvojak/

Book: Serial Innovators: How Individuals Create and Deliver Breakthrough Innovations in Mature Firms

https://amzn.to/4f7Y85q

About The Innovation Show The Thinkers50-recognised podcast hosted by Aidan McCullen — author of Undisruptable, keynote speaker and former pro athlete — where square pegs find their place in a world of round holes. Conversations with the world's leading authors, scientists and practitioners on disruption, innovation, transformation, leadership, AI, creativity and the ideas shaping tomorrow.

This series is brought to you by Kyndryl, who run and reimagine the technology systems that drive advantage for the world's leading businesses. With a unique blend of AI-powered consulting built on unmatched managed-service capability, Kyndryl helps leaders harness technology for smarter decisions, faster innovation and lasting competitive edge. Learn more about Kyndryl and the Kyndryl Institute at https://www.kyndryl.com.

Subscribe to the Thursday Thought on Substack for a chance to win a copy of Serial Innovators, with thanks to Kyndryl: https://thethursdaythought.substack.com

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