How do you balance sustaining vs. disruptive innovation, leveraging AI for product development, all while working within strict regulations? Olivier Houpert breaks it down.

In this episode of Innovation Impossible, our host Danniel Roumian Booker sits down with Olivier Houpert, Chief Innovation and Product Officer at Altria and former global R&D leader at Procter & Gamble. From launching healthier Pringles variants to leading a smoke-free future in one of the most highly regulated industries, Olivier shares the bold decisions, failures, and insights that shaped his innovation mindset. This is a candid look at what it really takes to innovate in legacy industries.

• Why innovation can’t come from inside
• How to test bold ideas with Frankenstein prototypes
• The real health risk in smoking — and what innovation is doing about it
• Using AI to spark product ideas no human would have thought of
• Why the most boring-sounding jobs often lead to the biggest growth

Whether you're in FMCG, pharma, or tech, this episode is packed with real-world advice for innovators, product managers, insights leaders, and R&D pros.

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.