Dena Wimette is the Head of Innovation at Ben & Jerry's, the multi-million dollar, socially responsible ice cream staple that has championed causes ranging from climate activism to criminal justice reform. Wimette has spent over 15 years with the company, working in brand management and communications before becoming the driving force behind “all the new things” for the brand, as she puts it. She also teaches marketing part-time at Champlain College and manages a coffee brand and digital marketing service, both of which she founded with her husband. In this episode, Wimette peels back the curtain as to what the Ben & Jerry’s creative process is like (from celebrity collaborations to the ice cream “Flavor Lab”), shares how she exercises her creativity “muscle” beyond ice cream innovation, and explains the importance she placed on working with a company that “stood for more than the products.”