168 - Innovation Isn’t Linear: Inside Pernod Ricard’s Strategy
In this episode of the Greenbook Podcast, Karen Lynch sits down with Tucker Mitchell, Senior Manager of Innovation Insights & Strategy at Pernod Ricard and 2026 Greenbook Future List Honoree. Tucker shares how innovation actually happens inside a global portfolio brand, where insights, strategy, and speed must constantly balance.
The conversation explores how AI is reshaping workflows without replacing human judgment, why “innovation overload” is a real organizational challenge, and how teams can prioritize for impact. Tucker also dives into the power of storytelling, building a personal “brain trust,” and designing research that accounts for human unpredictability. For insights professionals navigating complexity, this episode offers a grounded, actionable perspective on what it really takes to turn ideas into market-ready innovation.
Key Discussion Points:
- How AI supports synthesis and speed—but still falls short on emotional insight
- Managing “innovation overload” across brands, teams, and priorities
- Why storytelling—not just data—is critical to driving decisions
- The importance of building a personal “brain trust” for growth and perspective
- Designing research that accounts for human contradiction and behavioral bias
Resources & Links:
You can reach out to Tucker Mitchell on LinkedIn.
Many thanks to Tucker Mitchell for being our guest. Thanks also to our production team and our editor at Big Bad Audio.
