Product innovation has been around for centuries, ever since cave dwellers invented the first club to make dinnertime easier. In this new commerce era, however, with digital upstarts, algorithms, influencers, and other disruptors of consideration sets and shopping journeys, product innovation must change as well. Ash McMullen, Head of Ecommerce at Advantice Health, works with internal and external partners every day to redefine how product innovation is executed, starting with an understanding of audience and content that inspires the product, not the other way around. She joined the podcast to unpack this vital process transformation.