508: The practices of the most innovative companies – with 2024 Outstanding Corporate Innovator winner

DFW Airport’s journey to winning PDMA’s 2024 Outstanding Corporate Innovator Award Watch on YouTube TLDR In this episode of Product Mastery Now, I’m interviewing Jodie Brinkerhoff, VP of Innovation at DFW Airport, about DFW’s journey to winning PDMA’s Outstanding Corporate Innovator (OCI) Award. The discussion covers DFW’s approach to airport innovation, including their dedicated innovation team, strategic focus areas, and unique challenges as a government organization. Brinkerhoff shares insights on fostering an innovation culture, collaborating across departments, and balancing innovation with operational demands in a complex airport environment. The episode provides valuable lessons for product managers and innovators in various industries, highlighting the importance of executive sponsorship, employee engagement, and a structured innovation process. The Outstanding Corporate Innovator (OCI) Award For 37 years, companies have competed each year to be recognized as the Outstanding Corporate Innovator, awarded by the Product Development and Management Association (PDMA). The selection process seeks companies that consistently generate and harness long-term value through exceptional product and service innovation. Winning companies demonstrate well-defined new product development practices and processes which have contributed to their innovation success. Open to companies worldwide, the award epitomizes innovation excellence. One of the 2024 winners is the DFW Airport. Let’s find out what makes this airport an exceptional innovator. I’m with Jodie Brinkerhoff, the VP of Innovation at DFW Airport. PDMA and the Inspire Innovation Conference The PDMA, founded in 1976, is the longest-running professional association for product managers, leaders, and innovators worldwide. PDMA contributes significantly to research and knowledge in the field of product innovation. I recorded this interview at the 2024 Inspire Innovation Conference, which serves as a platform for sharing insights and best practices in product development and innovation management. Innovation at DFW Airport DFW Airport’s commitment to innovation dates back to its inception 50 years ago. However, recognizing the need for a more structured approach to innovation, the airport established a dedicated innovation team in 2018. This decision was driven by several factors: * The lack of a shared process and language for innovation across the organization * Operational demands limiting the focus on innovation * The need to de-risk the future of airport operations Brinkerhoff explains that innovation has always been part of DFW’s DNA, baked into the mission, vision, and values of the organization. However, as technology continued to change and the pace of change grew, there was a recognition that a more formalized approach was needed. DFW Airport Operations and Innovation Challenges As one of the world’s busiest airports, DFW faces unique challenges in implementing innovation: Challenge Description Scale of Operations Up to 300,000 people daily; 2,000 DFW employees and 65,000 total workers on-site Operational Demands Balancing day-to-day operations with long-term innovation initiatives Government Organization Status Navigating regulatory constraints and procurement processes Managing an airport operation is complex. This operational focus can often draw attention away from innovation efforts, especially during busy periods or when issues arise. DFW’s Innovation Approach The airport’s innovation strategy aligns closely with its overall strategic planning, focusing on four key areas: * Operational excellence * Customer experience