Innovate or Evaporate with Toph Day
Craig Gunckel took a receipt paper company no one believed in and delivered a 15X return for investors. Now he's doing it again as CEO of ODP, the parent company of Office Depot and OfficeMax, after Atlas Holdings completed its acquisition in December 2025. Gunckel, speaking with host Toph Day at the NCAA Final Four in Indianapolis, explains how he thinks about innovation in traditional industries, why strategy matters more than culture, and what it means to lead 18,000 coworkers through a business turnaround. He also reflects on his eight years as CEO of Iconex, where he built the largest manufacturer of receipt paper and linerless labels in North America, including the label on your Starbucks cup, before selling the business in two separate strategic transactions. The conversation covers how Gunckel went from career corporate executive to Ernst & Young Entrepreneur of the Year, why he visited 36 Office Depot stores in his first four months on the job, and what he looks for when hiring: curiosity, authenticity, and strategic thinking as a process rather than a one-time exercise. He also discusses his work on the advisory board of the Daniels School of Business at Purdue University and his Silver Beaver Award from Scouting America. For leaders at any stage, his framework is direct: know where you will play, know how you will win, and revisit that strategy every month, not once a year. #InnovateOrEvaporate #ODP #OfficeDepot 0:00 Introduction and Craig Gunckel's Background 1:50 How Iconex Redefined Innovation in Paper 4:00 The Case for Paper Receipts in a Digital World 5:10 From Corporate Executive to Private Equity CEO 7:05 Selling Iconex: Two Deals, One 15X Return 9:10 Semi-Retirement, Atlas Holdings, and ODP 10:55 Taking Office Depot Private 12:00 Four Months In: 36 Stores and Counting 13:30 Strategy Over Culture: Leading a Turnaround 16:00 Earning the Red Shirt at Office Depot 18:30 Giving Back: Purdue, Scouting America 20:45 What Gunckel Looks for When Hiring Talent 22:30 Retail's Biggest Mistake and How to Avoid It 24:10 Strategy as a Monthly Process, Not a Plan 25:45 Rapid Fire: One Problem Worth Solving
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