What does it really take to disrupt a legacy category that hasn’t changed in decades?

In this episode of Innovate On Purpose, host Matt Mueller sits down with Sarah Holman, Chief Commercial Officer of Bobbie, to unpack how one mom-led challenger brand transformed the infant formula aisle — one of the most regulated, emotional, and overlooked categories in retail.

Sarah shares her unconventional journey from law and venture capital to building Bobbie from the ground up, including the raw consumer insight that sparked the brand’s creation (yes, it involves buying baby formula out of a stranger’s garage). Together, Matt and Sarah explore what true disruption looks like when you’re going up against industry giants — and why getting on shelf isn’t the win.

This conversation goes deep on:

• Why the center aisle — especially infant formula — resisted innovation for decades
• How Bobbie reframed formula as food, not a commodity
• The power of lived consumer experience in building trust
• What it takes to move from DTC to retail — and actually win
• Why “creating a community in the aisle” matters more than shelf placement
• How empathy, education, and advocacy can drive category growth
• What operational excellence really means when scaling an omnichannel brand

Whether you’re a founder, brand leader, retailer, or innovation strategist, this episode is a masterclass in human-centered disruption, retail strategy, and purpose-driven growth.

Learn more about Sara and Bobbie:

• Sara's LinkedIn: https://www.linkedin.com/in/saraahmed/
• Bobbie Website: https://www.hibobbie.com/

Thanks for checking out this episode of innovate ON purpose.

Learn more about Matt Mueller here:
1. Website: https://themindfulinnovator.com
2. LinkedIn: https://www.linkedin.com/in/mattmuellerinnovation/
3. Facebook: https://www.facebook.com/Matthew.F.Mueller/
4. Instagram: https://www.instagram.com/mattmuellerinnovation/
5: Twitter: https://twitter.com/MattMuellerInv8
6. TikTok: https://www.tiktok.com/@mattmuellerinnovation

In this episode, Matt Mueller interviews Maximilian Anderson, founder of SKUMAX, about how AI is transforming retail, particularly for small businesses. They discuss the importance of real-time inventory tracking, the emotional impact of data on retail owners, and the potential for small businesses to lead retail innovation. Maximilian shares success stories from clients who have improved their profits by addressing stale inventory and emphasizes the need for curiosity and playfulness in leadership. The conversation also touches on the future of retail and the collaboration opportunities with larger retailers.

Takeaways:
- AI is changing the landscape of retail.
- Small businesses can lead retail transformation.
- Real-time inventory tracking is crucial for profitability.
- Curiosity and playfulness are essential traits for leaders.
- Data should evoke emotional responses to drive action.
- Understanding inventory health can significantly impact profits.
- Item velocity is key to retail success.
- Big box retailers can learn from small business agility.
- Technology must catch up to innovative ideas.
- The future of retail involves digitization and real-time data access.

Chapters:
00:00 Introduction to SkewMax and Retail Innovation
04:03 The Spark Behind SkewMax
07:35 The Role of APIs in Retail Transformation
10:05 Client Success Stories and Emotional Insights
17:05 Turning Data into Actionable Insights
20:09 Learning from Small Businesses
24:31 Future Collaborations and Innovations

Learn more about SKUMAX: https://skumax.app/

Thanks for checking out this episode of innovate ON purpose.

Learn more about Matt Mueller here:
1. Website: https://themindfulinnovator.com
2. LinkedIn: https://www.linkedin.com/in/mattmuellerinnovation/
3. Facebook: https://www.facebook.com/Matthew.F.Mueller/
4. Instagram: https://www.instagram.com/mattmuellerinnovation/
5: Twitter: https://twitter.com/MattMuellerInv8
6. TikTok: https://www.tiktok.com/@mattmuellerinnovation

Retailers are investing millions into new technology—but most of it never gets adopted, never solves the real problem, and never delivers ROI. Why? In this episode, innovation strategist Matt Mueller sits down with retail technology expert and RETHINK Retail Advisor Jessica Couch to reveal the biggest mistake retailers make with tech—and the simple shift that can transform customer experience, store performance, and operational efficiency.

Jessica breaks down why retailers continually choose the wrong tools, overlook the true customer pain points, and assume they know what shoppers want. She shares powerful examples from Nordstrom, beauty retail, grocery, fashion, and DTC—plus the surprising truth behind why denim “declined,” how Good American cracked the code, and what retailers must do before implementing any new platform, POS, AI, or in-store technology.

Whether you're a CPG leader, retail operator, store innovation director, or tech provider, this episode will show you how to pick the right technology, drive adoption, reduce friction, and create real impact inside your stores.

In This Episode:

• The #1 mistake retailers make when choosing new technology
• Why surveys fail—and what customers actually respond to
• How to quickly uncover your biggest customer problem
• The role of AI in simplifying training, workflows, and adoption
• How to identify organizational friction before buying tech
• Why retailers are “bleeding money” without realizing it
• The secret to pitching tech that leadership will approve
• Real-world stories: Nordstrom Beauty, Good American, Wegmans, and more

Who This Episode Is For:

Retail leaders, CPG innovators, store operators, retail media professionals, customer experience teams, product innovators, technologists, founders, and anyone trying to modernize the retail experience.

Learn more about Jessica Couch.

If you enjoyed this episode:

Subscribe for more insights on retail innovation, customer psychology, and building technology that actually works in stores.

Thanks for checking out this episode of innovate ON purpose.

Learn more about Matt Mueller here:
1. Website: https://themindfulinnovator.com
2. LinkedIn: https://www.linkedin.com/in/mattmuellerinnovation/
3. Facebook: https://www.facebook.com/Matthew.F.Mueller/
4. Instagram: https://www.instagram.com/mattmuellerinnovation/
5: Twitter: https://twitter.com/MattMuellerInv8
6. TikTok: https://www.tiktok.com/@mattmuellerinnovation