innovate ON purpose

Empathy Belongs in the Aisle: How Bobbie Is Redefining Retail Disruption

What does it really take to disrupt a legacy category that hasn’t changed in decades? In this episode of Innovate On Purpose, host Matt Mueller sits down with Sarah Holman, Chief Commercial Officer of Bobbie, to unpack how one mom-led challenger brand transformed the infant formula aisle — one of the most regulated, emotional, and overlooked categories in retail. Sarah shares her unconventional journey from law and venture capital to building Bobbie from the ground up, including the raw consumer insight that sparked the brand’s creation (yes, it involves buying baby formula out of a stranger’s garage). Together, Matt and Sarah explore what true disruption looks like when you’re going up against industry giants — and why getting on shelf isn’t the win. This conversation goes deep on: * Why the center aisle — especially infant formula — resisted innovation for decades * How Bobbie reframed formula as food, not a commodity * The power of lived consumer experience in building trust * What it takes to move from DTC to retail — and actually win * Why “creating a community in the aisle” matters more than shelf placement * How empathy, education, and advocacy can drive category growth * What operational excellence really means when scaling an omnichannel brand Whether you’re a founder, brand leader, retailer, or innovation strategist, this episode is a masterclass in human-centered disruption, retail strategy, and purpose-driven growth. Learn more about Sara and Bobbie: * Sara's LinkedIn: https://www.linkedin.com/in/saraahmed/ * Bobbie Website: https://www.hibobbie.com/ Thanks for checking out this episode of innovate ON purpose. Learn more about Matt Mueller here: 1. Website: https://themindfulinnovator.com [https://themindfulinnovator.com] 2. LinkedIn: https://www.linkedin.com/in/mattmuellerinnovation/ [https://www.linkedin.com/in/mattmuellerinnovation/] 3. Facebook: https://www.facebook.com/Matthew.F.Mueller/ [https://www.facebook.com/Matthew.F.Mueller/] 4. Instagram: https://www.instagram.com/mattmuellerinnovation/ [https://www.instagram.com/mattmuellerinnovation/] 5: Twitter: https://twitter.com/MattMuellerInv8 [https://twitter.com/MattMuellerInv8] 6. TikTok: https://www.tiktok.com/@mattmuellerinnovation [https://www.tiktok.com/@mattmuellerinnovation]

The Evolution of Store Data: Turning Time into Profit with SKUMAX

In this episode, Matt Mueller interviews Maximilian Anderson, founder of SKUMAX, about how AI is transforming retail, particularly for small businesses. They discuss the importance of real-time inventory tracking, the emotional impact of data on retail owners, and the potential for small businesses to lead retail innovation. Maximilian shares success stories from clients who have improved their profits by addressing stale inventory and emphasizes the need for curiosity and playfulness in leadership. The conversation also touches on the future of retail and the collaboration opportunities with larger retailers. Takeaways: - AI is changing the landscape of retail. - Small businesses can lead retail transformation. - Real-time inventory tracking is crucial for profitability. - Curiosity and playfulness are essential traits for leaders. - Data should evoke emotional responses to drive action. - Understanding inventory health can significantly impact profits. - Item velocity is key to retail success. - Big box retailers can learn from small business agility. - Technology must catch up to innovative ideas. - The future of retail involves digitization and real-time data access. Chapters: 00:00 Introduction to SkewMax and Retail Innovation 04:03 The Spark Behind SkewMax 07:35 The Role of APIs in Retail Transformation 10:05 Client Success Stories and Emotional Insights 17:05 Turning Data into Actionable Insights 20:09 Learning from Small Businesses 24:31 Future Collaborations and Innovations Learn more about SKUMAX: https://skumax.app/ Thanks for checking out this episode of innovate ON purpose. Learn more about Matt Mueller here: 1. Website: https://themindfulinnovator.com [https://themindfulinnovator.com] 2. LinkedIn: https://www.linkedin.com/in/mattmuellerinnovation/ [https://www.linkedin.com/in/mattmuellerinnovation/] 3. Facebook: https://www.facebook.com/Matthew.F.Mueller/ [https://www.facebook.com/Matthew.F.Mueller/] 4. Instagram: https://www.instagram.com/mattmuellerinnovation/ [https://www.instagram.com/mattmuellerinnovation/] 5: Twitter: https://twitter.com/MattMuellerInv8 [https://twitter.com/MattMuellerInv8] 6. TikTok: https://www.tiktok.com/@mattmuellerinnovation [https://www.tiktok.com/@mattmuellerinnovation]

The Biggest Mistake Retailers Make With Tech (And How to Avoid It)

Retailers are investing millions into new technology—but most of it never gets adopted, never solves the real problem, and never delivers ROI. Why? In this episode, innovation strategist Matt Mueller sits down with retail technology expert and RETHINK Retail Advisor Jessica Couch to reveal the biggest mistake retailers make with tech—and the simple shift that can transform customer experience, store performance, and operational efficiency. Jessica breaks down why retailers continually choose the wrong tools, overlook the true customer pain points, and assume they know what shoppers want. She shares powerful examples from Nordstrom, beauty retail, grocery, fashion, and DTC—plus the surprising truth behind why denim “declined,” how Good American cracked the code, and what retailers must do before implementing any new platform, POS, AI, or in-store technology. Whether you're a CPG leader, retail operator, store innovation director, or tech provider, this episode will show you how to pick the right technology, drive adoption, reduce friction, and create real impact inside your stores. In This Episode: * The #1 mistake retailers make when choosing new technology * Why surveys fail—and what customers actually respond to * How to quickly uncover your biggest customer problem * The role of AI in simplifying training, workflows, and adoption * How to identify organizational friction before buying tech * Why retailers are “bleeding money” without realizing it * The secret to pitching tech that leadership will approve * Real-world stories: Nordstrom Beauty, Good American, Wegmans, and more Who This Episode Is For: Retail leaders, CPG innovators, store operators, retail media professionals, customer experience teams, product innovators, technologists, founders, and anyone trying to modernize the retail experience. Learn more about Jessica Couch [https://www.linkedin.com/in/jessicavcouch/]. If you enjoyed this episode: Subscribe for more insights on retail innovation, customer psychology, and building technology that actually works in stores. Thanks for checking out this episode of innovate ON purpose. Learn more about Matt Mueller here: 1. Website: https://themindfulinnovator.com [https://themindfulinnovator.com] 2. LinkedIn: https://www.linkedin.com/in/mattmuellerinnovation/ [https://www.linkedin.com/in/mattmuellerinnovation/] 3. Facebook: https://www.facebook.com/Matthew.F.Mueller/ [https://www.facebook.com/Matthew.F.Mueller/] 4. Instagram: https://www.instagram.com/mattmuellerinnovation/ [https://www.instagram.com/mattmuellerinnovation/] 5: Twitter: https://twitter.com/MattMuellerInv8 [https://twitter.com/MattMuellerInv8] 6. TikTok: https://www.tiktok.com/@mattmuellerinnovation [https://www.tiktok.com/@mattmuellerinnovation]

How New Belgium Is Transforming Retail Media, E-Commerce & AI Innovation

In this episode of Innovate On Purpose, Matt sits down with Abby Czarniecki of New Belgium Brewing to explore how one of America’s most iconic craft beer brands is transforming its retail media strategy, e-commerce growth plans, sampling innovations, and AI readiness in a rapidly shifting marketplace. Abby reveals how New Belgium balances “the now vs. the next”—executing today’s revenue-driving priorities while running smart experiments that shape planning for 2026 and beyond. She breaks down how her team tests new retail media networks, evaluates commerce media placements, and uses small-budget experiments to understand what truly moves the needle for brands like Voodoo Ranger and Fat Tire. You’ll hear a rare inside look at a breakthrough GoPuff digital sampling campaign, where New Belgium drove explosive new-to-brand trial and repeat purchases—and even used the results to influence future packaging strategy. Matt and Abby also dig into one of the biggest topics in CPG today: AI in marketing. Abby explains New Belgium’s measured approach, discussing how to choose the right AI tools, avoid bottlenecks, protect creative authenticity, and ensure organization-wide adoption. Beyond the tech, this episode uncovers how to break down internal silos, build tighter relationships between digital and sales teams, navigate blind spots in consumer insights within regulated industries, and create authentic partnerships—from Borderlands (gaming) to Vans (lifestyle). Whether you're a retail leader, CPG marketer, e-commerce operator, or brand innovator, this conversation is packed with tactics, frameworks, and fresh ideas you can apply immediately. Chapters 00:00 Navigating the Craft Beer Landscape 05:39 Balancing Experimentation and Execution 10:10 Breaking Down Silos in Marketing 15:51 Understanding Consumer Insights in Alcohol 19:48 Innovative Sampling Strategies in E-commerce 20:14 Analyzing Sampling Results and Consumer Behavior 22:54 Strategic Innovations for Product Launches 26:14 Navigating AI in Marketing Strategies 29:16 Building Authentic Brand Partnerships Thanks for checking out this episode of innovate ON purpose. Learn more about Matt Mueller here: 1. Website: https://themindfulinnovator.com [https://themindfulinnovator.com] 2. LinkedIn: https://www.linkedin.com/in/mattmuellerinnovation/ [https://www.linkedin.com/in/mattmuellerinnovation/] 3. Facebook: https://www.facebook.com/Matthew.F.Mueller/ [https://www.facebook.com/Matthew.F.Mueller/] 4. Instagram: https://www.instagram.com/mattmuellerinnovation/ [https://www.instagram.com/mattmuellerinnovation/] 5: Twitter: https://twitter.com/MattMuellerInv8 [https://twitter.com/MattMuellerInv8] 6. TikTok: https://www.tiktok.com/@mattmuellerinnovation [https://www.tiktok.com/@mattmuellerinnovation]

What You Don't See Is Costing You Millions: Uncovering Hidden Opportunities in Retail

Retail strategist DeAnn Campbell exposes the invisible forces draining 2–5% of your store revenue each week — and how to stop them. From poor lighting to “store blindness,” she explains how hidden frictions erode value and how employee workarounds often point to the real problems. A must-listen for leaders seeking friction-free store experiences and effortless customer journeys. Keywords: retail friction, customer experience, DeAnn Campbell, store operations, retail efficiency, shopper fatigue. Chapters 00:00 Introduction to Retail Challenges 02:06 Deanne's Unique Background in Retail 05:23 Understanding Store Blindness 09:40 Refocusing on Controllable Factors 12:38 Small Changes, Big Impact 18:49 Observing Customer Behavior 23:09 Creating a Culture of Continuous Improvement 25:34 Taking Action on Insights 29:58 Mindset Shift for Retail Leaders Thanks for checking out this episode of innovate ON purpose. Learn more about Matt Mueller here: 1. Website: https://themindfulinnovator.com [https://themindfulinnovator.com] 2. LinkedIn: https://www.linkedin.com/in/mattmuellerinnovation/ [https://www.linkedin.com/in/mattmuellerinnovation/] 3. Facebook: https://www.facebook.com/Matthew.F.Mueller/ [https://www.facebook.com/Matthew.F.Mueller/] 4. Instagram: https://www.instagram.com/mattmuellerinnovation/ [https://www.instagram.com/mattmuellerinnovation/] 5: Twitter: https://twitter.com/MattMuellerInv8 [https://twitter.com/MattMuellerInv8] 6. TikTok: https://www.tiktok.com/@mattmuellerinnovation [https://www.tiktok.com/@mattmuellerinnovation]