In this episode of The Unicorny Marketing Show, Professor Ben M. Bensaou of INSEAD Business School joins us to discuss how organisations can build a culture where innovation thrives. Bensaou shares real-world examples from companies like Starwood Hotels and Fiskars, showing how even established businesses can invigorate their innovation processes by involving everyone, not just the experts. • Understand how to foster innovation across your entire organisation. • Learn the significance of considering non-customers in your innovation strategy. • Discover ways to manage and sustain innovation beyond just the R&D teams. Don’t miss out on this valuable discussion that could transform your approach to innovation in business. About Ben M. BensaouBen M. Bensaou is Professor of Technology Management and Professor of Asian Business and Comparative Management at INSEAD, Fontainebleau, France. He served as the INSEAD Dean of Executive Education from 2018 to 2020. He was a Visiting Associate Professor at the Harvard Business School for 1998-1999, a Senior Fellow at the Wharton School of Management for 2007-2008 and a Visiting Scholar at the Haas School of Business at UC Berkeley for 2013-2015. He was also a Visiting Professor at Kobe University for 2021-2022. Bensaou is a leading expert on Innovation and how to build, maintain, and enhance a company’s collective innovating capabilities. He was nominated for the 2023 Thinkers50 Innovation Award and his book Built to Innovate: Essential Practices to Wire Innovation into Your Company’s DNA (2021, McGraw-Hill) was selected as one of the Thinkers50 Top 10 Management Books for 2022. Bensaou explains in detail his systematic approach. It defines specific innovative practices and roles for employees at each level of the organization, offers tools and a process methodology for innovating, and presents a host of vivid case studies that illustrate the dramatic benefits possible. Links Full show notes: Unicorny.co.uk  LinkedIn: Ben M. Bensaou | Dom Hawes  Website: benbensaou.com Sponsor: Selbey Anderson  Other items referenced in this episode: Built to Innovate by Ben M. Bensaou with Karl Weber Fiskars How gamers with disabilities helped design the new Xbox Adaptive Controller’s elegantly accessible packaging by Deborah Bach, Microsoft Blue Ocean Strategy by W. Chan Kim and Renée A. Mauborgne Unicorny episodes Maja Gedosev from JetBlue Airways Joyce King Thomas' VCU Brandcenter graduation speech May 2019 Chapter summariesThe state of creativity in business Dom Hawes explores