A constant commitment to innovation and challenging the status quo is a key to a business's continued growth and success. However, many innovation models are misunderstood, misused or no longer fit for purpose, leaving product development without a determined focus and businesses drifting as a result. The acute impact of the current pandemic on all economies will further expose some leaders and businesses who have failed to keep investing in and evolving their innovation methodologies.  This week, The New P&L - Principles & Leadership in Business Podcast Series speaks to Silicon Valley-based corporate growth, innovation & organisational change specialist, Mark Zawacki, who, with his team at 650Labs work with some of the world's largest global brands and high-growth start ups. We discuss with Mark his take on the role of 'big tech' in society; the pitfalls in product innovation; how a brand's principles and trustworthiness will be measured after the pandemic; and what business leaders need to do to ensure they have the skill set and characteristics required to enable their businesses to thrive in this next challenging decade.