Beth McDaniel, President and Chief of Administration at Reactive Surfaces, discusses the role of creativity in innovation and how to get consumers to demand innovative products.More about our guest:Beth McDaniel received her BBA in finance from the University of Texas in 1988 and JD in law from South Texas College of Law in 1996. She has been with Reactive Surfaces since 2006, both as a director/advisor and officer. Beth has 25 years of business experience and 17 years of legal experience, with an emphasis on contracts, licensing, and business operations. Mrs. McDaniel serves as President and Chief of Administration for Reactive Surfaces, an innovation company in the paint and coatings industry.Know more about her and their company here: Beth McDaniel Reactive Surfaces------------------------------------------------------------Episode Guide:0:00 - Intro1:17 - What is innovation?1:43 - Innovation shaped by career3:27 - Breaking down creativity6:35 - Bringing innovation to the market: B2B and B2B2C7:56 - Innovating for demand and urgency: Carbon Capture Coatings11:40 - Reaching for ROI14:37 - Protecting patents and trade secrets18:40 - Working on reactive surfaces22:50 - What is carbon capture coatings?30:01 - Advice for innovators--------------------------OUTLAST Consulting offers professional development and strategic advisory services in the areas of innovation and diversity management.

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