How to close the growth gap: turning customer insights into business results with Robyn Bolton

Episode summary: In this episode of Insights Unlocked, Nathan Isaacs sits down with Robyn Bolton, founder of Mile Zero and author of Unlocking Innovation: A Leader's Guide to Turning Bold Ideas into Tangible Results, to explore why innovation fails so often inside successful companies—and what leaders can do about it. Drawing on her experience at P&G, BCG, and Innosight (Clayton Christensen's firm), Robyn shares the frameworks, mindset shifts, and leadership behaviors that separate real innovation from the illusion of it. Robyn makes the case that innovation isn't an idea problem—it's a leadership problem. She dives into how to set the right conditions before any brainstorming begins, why "innovation theater" breeds cynicism rather than creativity, and how customer insights are the most underutilized asset in most organizations. She also weighs in on AI: what separates the companies genuinely benefiting from it versus those just chasing the next shiny object. You'll learn: Why innovation is a leadership problem, not an idea problem How to define a "growth gap" before you ever go to the whiteboard What "innovation theater" looks like and why it backfires Why customer insights are everyone's job—not just the research team's How to build a culture of innovation (and why it takes years, not events) What separates companies getting real value from AI from those just experimenting A practical "George Costanza" leadership habit you can try this week Innovation starts with leadership, not ideas Robyn Bolton has spent her career helping large, successful companies do something that doesn't come naturally to them: innovate. From launching Swiffer at P&G to working with companies like Medtronic, Nike, and Sanofi, she's seen firsthand what makes innovation work—and what kills it. Her core argument is simple but counterintuitive: innovation doesn't fail because companies run out of ideas. It fails because leaders don't create the conditions for those ideas to survive. Culture, she says, is "the perception of what matters, as evidenced by the actions of executives." If you want a culture of innovation, you have to invest in it consistently for years—not just run an annual hackathon and hope for the best. Customer insights are everyone's job Few topics generate more conviction from Robyn than customer insights. She believes deeply that understanding customers—not just gathering data about them—is a responsibility that belongs to everyone in an organization, including executives. Her prescription is simple: get out of the office, be present with customers in their actual environment, and have the humility to listen rather than explain. Too many "insight sessions" turn into selling sessions, she notes. Real discovery means asking open-ended questions and resisting the urge to justify why the product works the way it does. She shared a vivid example: while working with a medical device company, she and the president of the business unit watched video footage of patients using their products. Within ten minutes, R&D team members were shouting at the screen—convinced the patients were doing it wrong. "They're not wrong," Robyn said. "They're teaching us." Resources & links Robyn’s website, Mile Zero (https://www.milezero.io/) Robyn’s book, Unlocking Innovation (https://www.amazon.com/Unlocking-Innovation-Leaders-Turning-Tangible/dp/1774585618) Robyn’s personal website (https://robynmbolton.com/) Robyn on LinkedIn (https://www.linkedin.com/in/robynmbolton/) Nathan Isaacs on LinkedIn (https://www.linkedin.com/in/nathanisaacs/) Learn more about Insights Unlocked: https://www.usertesting.com/podcast