Innovators in large companies know that when it comes to creating and delivering products consumers love – size is on their side. The power of a Fortune 500 company allows it to leverage its resources to produce incredible results.

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But when it comes to innovation, big-company strength alone won’t cut it. The sweet spot lies between large company capability and the entrepreneurial ethos underscoring successful startups. This mix is the key to unlocking exponential growth and inspired innovation.

Driving Entrepreneurial Innovation in Large CPG Organizations

In their new book, Fire In the Machine, Jonathan Tofel and Carolina Sasson share the insights they have gained from more than 2 decades spent working with Fortune 500 companies. They offer up the strategies for harnessing entrepreneurialism their CPG clients have utilized to balance the startup mindset with big business systems – unleashing the best of both worlds.

Fire In the Machine is an insightful journey into the challenges that all great innovators in large corporations face and show leaders in these companies how to leverage new strategies and realize the growth that’s possible when entrepreneurial innovation is in the driver’s seat.

If you’d rather listen than read, our Audiobook is now available!

“CPG innovation teams could benefit from fresh thinking and new methodologies that enable them to adapt and move quickly. Carolina and Jonathan can help them capture those truly disruptive innovation moments.”

— Monisha Dabek, Chief Commercial Officer and General Manager, USA for Ocean Spray

“The challenge of working in the fuzzy front end of innovation is getting started. Too often, I’ve wasted precious weeks of project time wandering in the wilderness. Jonathan and his team are experts in building learning momentum through their Agile process”

— Jon Overlie, iSquad Manager of Disruptive Growth for General Millsy

“The CPG Bigs have every advantage when it comes to creating Innovation that delights consumers, and compels retailers.  Yet entrepreneurs continue to outflank and out-innovate us with their agility.  Jonathan and Carolina created a playbook that borrows Innovation strategies native to lean startups and made them consumable for Big CPG.”

— Todd Newman, Vice President of Innovation for Keurig Dr Pepper

“Innovating in traditional CPG companies has become exponentially more difficult with e-commerce and social commerce and has required big companies to change how they innovate.  Jonathan and his team excel at teaching big companies how to innovate in this new world.”

— Staci Maher Ball,  Director of Innovation, Insights and Consumer Care for Clorox

what industry leaders are saying

ABOUT THE AUTHORS

  • Jonathan Tofel is the founder and CEO of Mission Field. Before helping companies like PepsiCo, General Mills, and Kellogg’s create disruptive innovations, Jonathan worked in Brand Management at P&G, Marketing & Innovation at Oxi Clean, and was an entrepreneurial consultant for The Clorox Company. Jonathan has founded two consultancies and continues to design and implement models for rapid innovation.


  • Carolina Sasson is the Chief Operating Officer at Mission Field, where she embraces a holistic, iterative approach to help Fortune 500 clients develop big ideas. Starting her marketing career at P&G, Carolina launched a natural food startup in Boulder, Colorado before spending a decade at Whitewave Foods and eventually leading The Seed Group, an internal innovation incubator.

Media inquiries please contact jonathan@mission-field.com.