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Rethinking Innovation: Paul Frobisher on Strategy, Thinking better, and Organising for Uncertainty
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Innovation isn’t a brainstorm. It’s a way of thinking, organising, and acting in uncertainty.
In this episode of Strategy Meets Reality, Mike Jones sits down with Paul Frobisher—engineer, strategist, and founder of Strategic Innovation—to explore how organisations often misdiagnose the innovation challenge. From solving the wrong problems to collapsing under performance pressure, Paul breaks down the real reasons innovation fails—and what leaders can do instead.
They explore the value of TRIZ and IDEF0, the emotional cost of failed innovation, and how to build innovation systems that work over time—not just on slides. With insight from automotive and energy disruption, this is a sharp look at how to think better, decide better, and act with intent.
🔍 In this episode:
- Why most innovation fails before it starts
- How to solve the right problem—not just move fast
- Using TRIZ, IDEF0 and models to design innovation processes
- The emotional and political side of innovation
- Hydrogen, EVs, and the long game of disruption
- Why innovation isn’t about creativity—it’s about clarity
🎧 Keywords: Innovation, TRIZ, IDEF0, uncertainty, strategy, engineering, EV disruption, hydrogen, decision-making, organisational design
📘 Learn more about Paul’s work: https://strategic-innovation.co.uk/
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🔗 Full episodes, show notes, and resources: https://www.lbiconsulting.com/strategymeetsreality-podcast
📺 Watch on YouTube → https://www.youtube.com/@StrategyMeetsReality
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💬 Connect with host Mike Jones → https://www.linkedin.com/in/mike-h-jones/
Chapters
1. Introduction (00:00:00)
2. Managing Innovation in Uncertainty (00:04:54)
3. Lessons from the Automotive Industry (00:09:04)
4. The Ecosystem of Innovation (00:12:42)
5. Long-term vs. Short-term Innovation Strategies (00:18:12)
6. The Emotional Impact of Innovation (00:20:01)
7. Models of Innovation: Learning and Strategy (00:21:12)
8. Standardizing Problems for Innovative Solutions (00:25:26)
9. Understanding the Real Problem Before Solutions (00:26:49)
10. IDEF0: A Framework for Innovation Processes (00:26:52)
11. The Inputs and Outputs of Innovation (00:28:55)
12. Integrating Customers into the Innovation Process (00:30:13)
13. The Importance of People in Innovation (00:31:27)
14. Navigating Organizational Challenges in Innovation (00:32:18)
15. Strategic Decision-Making in Innovation (00:34:00)
16. The Impact of Natural Resources on Innovation (00:34:45)
17. The Innovation Landscape and S-Curves (00:36:10)
18. Disruption in the Automotive Industry (00:38:20)
19. The Role of Strategy in Innovation (00:40:00)
20. Collaboration Across the Organization (00:42:00)
21. Using Models to Understand Innovation (00:42:22)
22. Contradictions in Innovation (00:43:42)
23. Evaluating the Viability of Innovations (00:46:41)
24. The Future of Hydrogen vs. Electric Vehicles (00:48:24)
25. Navigating Uncertainty in Innovation (00:51:13)
26. The Role of AI in Understanding Systems (00:55:05)
27. Final Thoughts on Innovation and Strategy (00:58:50)
28. Outtro (01:01:59)
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