“Innovation” is one of those words that gets overused so much it’s starting feel devoid of meaning.

Richard Walzer isn’t interested in new for the sake of it. As Design Director of Breakthrough Innovation at PepsiCo (Europe), he works in the uncomfortable space most businesses avoid – the unknown unknowns. The problems no one has defined yet, let alone solved.

In this episode, Richard pulls apart what real innovation actually looks like when there’s money, scale and risk on the line. And we hate to break it to all the light bulb moment die-hards out there, but true innovation (at least for Richard) is not about eureka moments or big creative swings. It’s rigour, it’s watching what people actually do, not what they say. It’s spending most of your time making sure you’re solving the right problem, before you even think about the solution. One of the biggest creative lessons to glean from this episode is that most teams aren’t failing at execution, they’re just designing the wrong thing.

We also get into the discipline behind design thinking, the myth of differentiation, and why “distinctive” is the only thing worth chasing. From sacrificial prototypes to future consumers, Richard maps out how ideas move from vague hypothesis to something that can survive the real world.

This is creativity with true commerciality at its core.

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