In this episode of Innovation Impossible, our host Danniel Roumian Booker sits down with Alistair Rennie, Global Head of Innovation & Thought Leadership @ Protocol Theory.

Alistair has spent the last 20 years helping giants like Google, Easy Crypto, and the UK Post Office rethink innovation itself.

And in this episode, we discuss the truth behind Google’s “Messy Middle” model of customer behavior; why web3, AI, VR, and even electric car companies fail to cross the chasm — and how to fix it; how to build insight-gathering communities years before launch (even for unbuilt products); and why traditional consumer research is broken — and what to do instead.

This episode is sponsored by Prelaunch.com, the qual and quant platform that guarantees actionable insights from ready-to-buy customers... before you launch your innovation.