In this episode of B2B, No Bull, hosts Liz Brohan and her brother Mark Brohan are joined by innovation veteran Richard Guha, whose 45+ year career spans four continents, multiple C-suite roles, startups, boardrooms, and classrooms. Together, they unpack a hard truth: most companies don’t struggle with innovation because they lack ideas—they struggle because they don’t understand the real problems worth solving.

Richard challenges the myth that innovation is about big brainstorming sessions, flashy product launches, or chasing the latest technology. Instead, he argues innovation is a diagnostic discipline rooted in listening deeply to customers, understanding unmet needs, and applying technology as an enabler—not the driver. Through vivid examples from energy, manufacturing, CPG, software, and retail, he shows how breakthrough ideas often emerge from customer pain points, adjacent industries, and overlooked byproducts.

The conversation explores why large organizations resist innovation, how culture and leadership signals can either unlock or kill new ideas, and why innovation must be team-driven and top-down. Richard also draws sharp distinctions between innovation and entrepreneurship, emphasizing that sustainable growth comes from curiosity, data, and constant engagement with the market. This episode is a masterclass in practical, human-centered innovation for B2B leaders.

Resources & References Mentioned

1. ASML – Semiconductor manufacturing leader spun out of Philips
2. 3M & the McKnight Principles – A long-standing model for corporate innovation culture
3. Wayfair – Example of leadership staying close to customer insight through call-center engagement

Highlight Quotes

1. “Innovation isn’t a brainstorming exercise—it’s a diagnostic process rooted in understanding real customer pain.”
2. “Technology should never drive the idea. The need comes first; technology simply enables it.”