IN2 co-founder Brian Roderman recently joined host David Zylstra on The Growth Shift podcast to discuss why 80% of new products fail and why, after 40 years and 60+ industries, he thinks the root cause still hasn’t changed.
The conversation covers a lot of ground, including:
- How industrial design shifted from aesthetics to human-centric innovation, and why “just because you can doesn’t mean you should”
- The strategic front end and back end of innovation, and why most companies only show up in the middle
- IN2’s “inspiration to integration” model, and what it looks like in practice on products like TopGolf dispensers
- Why post-COVID companies have lost their rhythm and stopped planning past one quarter
- His take on AI as a tool to elevate your thinking, not replace it
It’s a wide-ranging conversation from someone who’s spent four decades as the voice for the human in the room.
For more on IN2 and our work in innovation, sourcing, and manufacturing, keep exploring in2.com.