Andrew C. Marshall [Drew] is the Principal of Primed Associates, LLC, an innovation consultancy. He lives in central NJ and works with clients across the USA and around the world. Prior to founding Primed Associates, LLC, Drew spent ten years with Princeton-based management consulting firm Kepner-Tregoe where he rose to become a Partner and the Chief Innovation Officer. He is a co-host of the weekly innovation-focused Twitter chat, #innochat, the founder, host and producer of Ignite Princeton, a contributor to the Innovation Excellence and BrightHub sites and numerous other blogs, and the presenter of the recently launched innovation podcast “Hooray for Failure!” He is also providing support for the implementation of the Design Thinking for Scholars model with the Network of Leadership Scholars (a network within the Academy of Management).

During his segment, Drew Marshall discussed how he helps clients pursue breakthrough innovation. Marshall says breakthrough is tougher than incremental innovation to pursue in most companies because it requires trying something new. Companies should strategically invest 70% in incremental innovation and another 10-30% in breakthrough innovation. Marshall says innovating on multiple fronts is the best way to get to breakthrough innovations. He coaches clients in human-centric design thinking to design for something that does not exist.