Innovation Storytellers Susan Lindner

Have you ever wondered how tradition and modern science blend to create the perfect whisky? In this captivating episode of Innovation Storytellers Show, host Susan Lindner sits down with Aimée Morrison, Diageo's Master Blender, to explore the fascinating intersection of history, innovation, and cutting-edge technology in the Scotch whisky industry.
Aimée shares her inspiring journey from falling in love with whisky and analytical science during her university days to becoming a key figure at Diageo. She discusses the groundbreaking Smoke DNAi project, which leverages custom algorithms to interpret complex data from the whisky maturation process, opening up a realm of possibilities for creating new flavor profiles.
Focusing on the reopening of the Port Ellen distillery, Aimée highlights how Diageo is pushing the boundaries of experimentation, blending tradition with technology to ensure the quality and innovation of its whiskies. She passionately explains, "This is just the beginning for us at Portel. From the new make to the mature, the opportunities for experimentation are endless, and I’m thrilled to be part of this journey."
In this episode, you’ll also discover the potential of digital twins in various fields and how Diageo uses these innovations to complement the art of whisky blending. Aimée emphasizes, "At the end of the day, a human nose is our greatest tool. While digital techniques like gas chromatography enhance our understanding, they can't replicate the sensitivity and descriptive analysis a human can provide."
Join us to explore the exciting future of whisky and the incredible potential of Smoke DNAi, and learn how to taste whisky from a master herself best. Aimée’s journey and insights offer a unique perspective on the seamless blend of tradition and science driving whisky innovation.
 

How do you push the boundaries of innovation marketing in one of the most high-tech industries in the world? In this episode of the Innovation Storytellers Show, we dive into this question with two remarkable guests from Airbus: Mina Bastawros, VP of Creative and Digital Marketing, and Florent Petteni, Head of A220 & A320 Family Product Marketing.
Join us as Mina and Florent share their insights on how Airbus is leading the way in innovation marketing. From embracing digital transformation to tailoring narratives that resonate with diverse audiences, they reveal the strategies that have propelled Airbus to the forefront of the aviation industry.
Mina discusses the pivotal shift towards digital interactions that began seven years ago, enabling Airbus to communicate more effectively with stakeholders and attract top talent from around the globe. He emphasizes the importance of understanding your audience's needs and interests, a principle that modern marketers can relate to deeply.
Florent sheds light on the art of simplifying complex problems for broader audience engagement. He explains how Airbus, despite its high-tech and engineering-centric nature, has mastered the balance between maintaining technical depth and making innovations accessible and inspiring.
Through real-world examples, including a compelling sales campaign tailored to an Asian airline's visionary owner, our guests illustrate the power of empathy mapping, persona development, and storytelling in driving successful marketing initiatives.
Tune in to learn how Airbus continues to challenge the status quo, innovate its marketing approaches, and connect with audiences worldwide. This episode is packed with valuable lessons for anyone involved in innovation, marketing, or the intersection of both.
 

This week, I'm thrilled to be joined by Maarten van Kroonenburg from the Netherlands. Maarten is the visionary behind BW Ventures, and if you’re not familiar with it yet, you will be soon. As CEO, he's on a mission to revolutionize small businesses by crafting resilient and scalable models. 
Drawing from his entrepreneurial journey, Maarten leads with a unique blend of strategic insight and practical wisdom. At BW Ventures, he champions structured, customer-centric approaches to innovation, empowering companies to navigate future challenges with confidence. Under Maarten’s leadership, innovation meets pragmatism, driving success through informed decisions and enduring strategies.
In this episode, Maarten shares his thoughts on the evolving landscape of innovation. He discusses the generational differences in how we approach business models and the importance of maintaining a balance between value creation and sound business practices. Maarten emphasizes the game-changing potential of AI, comparing its impact to that of the smartphone, which revolutionized our daily lives by putting powerful technology in our pockets.
We also delve into the nitty-gritty of ideation. Maarten believes that spending too much time in the ideation phase can cloud your judgment. Instead, he advocates for quickly jotting down initial ideas and focusing on understanding the core problems and needs they address. This approach, he argues, turns the decision-making process into an emotional connection with customers, where the real magic happens.
Whether you're a seasoned innovator or just starting out, Maarten's insights offer valuable lessons on how to navigate the complexities of today’s business world. Join us as we explore how Millennial innovators like Maarten are changing the game, and why AI might just be the defining innovation of our generation.
 

What if the secret ingredient to startup success isn't just what or how, but when? This week on the Innovation Storytellers Show, we're joined by Paul Orlando, a seasoned entrepreneur and the brain behind four international startup accelerators. Paul is not only a professor of entrepreneurship at the University of Southern California but also the author of the thought-provoking book "Why Now: How Good Timing Makes Great Products."
In our discussion, Paul dives into the often-neglected aspect of timing in business ventures. With a background that spans continents and industries, he shares unique insights on how timing influences the success or failure of products and innovations. From technological shifts and regulatory changes to societal crises, understanding the timing landscape is crucial for any business leader.
Paul doesn't just stop at theory; he offers practical frameworks and methodologies developed from years of leading innovation labs and accelerators. These tools help entrepreneurs analyze their market position, assess potential risks, and decide if the moment is ripe for their ventures—or if patience might prove more prudent.
Highlighting a compelling case study of YouTube's launch and acquisition by Google, Paul illustrates the strategic mastery of timing. But perhaps even more intriguingly, he revisits the timeless strategy of being the "picks and shovels" provider in a gold rush, drawing lessons from historical figures like Levi Strauss, whose adaptability turned a practical product into a global fashion staple.
Whether you're at the helm of a startup, involved in product development, or leading a corporate innovation lab, this episode is a treasure trove of strategies to ensure your initiatives hit the market at just the right time.
Tune in to uncover how you can harness the power of timing to drive your projects to success. What timing drivers have you identified in your industry, and how have they shaped your business decisions? Join the conversation and share your experiences with us!
 

In this episode of the Innovation Storytellers Show, I am joined by two trailblazers in the field of corporate innovation: June Barrage, Market Leader for the US & Middle East and  Jose Ribau, Executive in Residence at Disruptive Edge and . Together, they delve into the strategies and principles that Disruptive Edge employs to foster innovation on a global scale.
The conversation begins by asking June what she believes to be the greatest innovation of all time. June, fresh from an illuminating conference in LA, highlights the transformative potential of AI, which dominated 90% of the discussions. She shares her personal and professional experiences with AI, explaining how it has become a vital part of her daily routine over the past two years. Her insights underscore how AI can revolutionize both personal and enterprise operations, emphasizing Disruptive Edge's commitment to leveraging AI to accelerate workflows and enhance time to value in all their initiatives.
Jose Ribau brings another layer of depth to the discussion, focusing on the importance of defining innovation clearly. He emphasizes that whether an organization is in financial services, commercial real estate, or a nonprofit sector, having a precise understanding of what innovation means and what it aims to solve is crucial.
Jose shares practical examples, such as the development of a parking app, to illustrate how involving operational staff in the innovation process can transform potential resistance into valuable feedback, driving meaningful change.
Throughout the episode, June and Jose discuss the critical role of storytelling in innovation, the necessity of data-driven decision-making, and the significance of building strong alliances within an organization. They also reflect on the challenges and successes they've experienced, providing listeners with a comprehensive view of how Disruptive Edge is setting new standards for global innovation.
 

Have you ever wondered how innovative peer networks can transform business outcomes? In this episode of Innovation Storytellers Show, I sit down with Roland Deiser, the Founder & Executive Chairman of the Center for the Future of Organization, to explore this fascinating topic.
Roland Deiser brings a wealth of knowledge on the subject, with his extensive background in understanding the challenges of transformational change in large organizations. As a professor, advisor, and orchestrator of executive peer networks, Roland has dedicated his career to studying the dynamics of business ecosystems and digital transformation.
During our discussion, Roland discusses the critical role of sophisticated social and political strategies in driving innovation within organizations. He highlights the importance of creating and leveraging networks both within and across industry boundaries to foster innovative conversations and processes. Roland's insights on peer-to-peer experience sharing reveal how these networks can alleviate feelings of isolation, bring diverse perspectives, and break down cognitive and organizational boundaries.
We also delve into intriguing real-world examples, such as why Sony missed the opportunity to create the iPod despite its dominance in the music industry and how Blockbuster failed to capitalize on acquiring Netflix. These stories underscore the pitfalls of rigid business models and the necessity of adaptability and foresight.
Furthermore, Roland elaborates on the concept of ambidexterity—excelling in present performance while designing future breakthroughs. He emphasizes the impact of technological, political, and regulatory shifts as catalysts for innovative thinking, with generative AI serving as a current example.
Join us for this compelling conversation that underscores the necessity of collaboration in the innovation landscape. Discover how to build and benefit from innovative peer networks and navigate the complexities of today's fast-paced business environment.