Unleash Innovation: 5 Questions With Jim Stengel on Startups and Brands

Today’s established companies must find new ways to reignite their entrepreneurial DNA and jumpstart revenues—or risk losing their way. Jim Stengel, the former global marketing officer for Procter & Gamble who left P&G nine years ago to become a consultant to Fortune 500 companies, says that legacy companies can renew themselves by partnering with startups: by acquiring new technology and creating new business lines; relearning the need for speed; sparking innovation; and learning from failures.

Stengel’s new book, Unleashing the Innovators: How Mature Companies Find New Life with Startups, serves as inspiration and a best practices guide for brands looking to work with startups—”a playbook for people in big companies who are trying to change the culture,” as he discussed at the recent Brandemonium conference in Cincinnati and with brandchannel editor Shirley Brady below.

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