The Ten Commandments of Corporate Innovation and Driving Purpose-Led Growth with Moisés Noreña

In this episode of the AlchemistX Innovators Inside Podcast, host Ian Bergman sits down with innovation leader Moisés Noreña to explore his impressive journey through corporate innovation. With experience at companies like Whirlpool, Allstate, and now MiTek, Moisés shares actionable insights on driving intentional innovation, building strategies that align with purpose, and transforming industries by focusing on customer needs.

Here are the five main takeaways from their conversation:

Define a Clear Purpose for Innovation

One of Moisés’ most critical lessons is the importance of defining purpose. Innovation without a strategic aim can become aimless experimentation. He emphasizes that companies must tie their innovation efforts to a bigger vision. For example, when Moen shifted its focus from “durability and style” to becoming a water-centric brand, it unlocked a new framework for innovation, enabling products that delivered meaningful water experiences in customers’ homes. Purpose not only inspires teams but aligns the entire organization toward shared goals.

Innovation Requires Observation and Experimentation

Innovation doesn’t happen in PowerPoint presentations; it happens by getting in front of customers and observing behavior. Moisés recounts a story from Whirlpool, where the initial idea of targeting appliances for men evolved into a completely different solution: Gladiator GarageWorks. By observing how customers used products as countertops in their garages, they uncovered a hidden pain point—organization and storage—and created a new category. The lesson? Prototyping, testing, and direct observation can lead to transformative insights. 

Align Innovation with Business Strategy

For innovation to succeed, it must be intentional and connected to the company’s core business goals. Moisés explains how he integrates innovation into enterprise strategy to ensure it drives measurable growth. This involves identifying key areas for innovation—whether in core business, category expansion, or new markets—and aligning resources to deliver on that strategy. Innovation leaders need to bridge the gap between business needs and creative solutions to achieve sustainable results.

Trust the Process and Prove Your Point of View

Driving change in established organizations can be challenging, but Moisés emphasizes the value of proving your point of view through data and experimentation. Whether you’re testing ideas through concept validation, building prototypes, or conducting soft launches, the goal is to demonstrate value early. Moisés believes that innovation leaders must:

• Clearly define hypotheses (what must be true).
• Validate with real-world testing.
• Iterate based on feedback to build confidence and alignment.

This approach reduces resistance and builds buy-in from key stakeholders, especially in engineering-first companies where execution often takes precedence over exploration.

Focus on Sustainable, Human-Centric Innovation

Moisés highlights the importance of focusing on the customer’s problem rather than jumping straight to solutions. He advocates for an approach that combines understanding human needs, leveraging technology, and creating meaningful experiences. For him, the best innovations balance these elements while prioritizing sustainability and long-term impact. His work at MiTek exemplifies this, where the goal is to transform how the world is built by eliminating inefficiencies and waste in construction through digital tools and integrated systems.

Conclusion

Moisés Noreña’s career journey and actionable insights remind us that innovation is not about flashy ideas—it’s about aligning purpose, observing customers, and building systems that drive real value. Whether you’re an aspiring innovator or a corporate leader, these lessons are a blueprint for creating sustainable growth and meaningful change.

Timestamps

🔗 Introduction to Moisés Noreña (00:00:00)

💡 The Role of Intentional Innovation in Whirlpool’s Transformation (00:03:09)

🔍 Injecting Innovation into Product Development Processes (00:07:18)

🏗 A Real-World Example: How Moen Transformed into a Water-Centric Brand (00:08:19)

🛠 Balancing Market Needs and Internal Expertise for Innovation (00:11:23)

🛒 A Whirlpool Case Study: From Men-Centric Appliances to Gladiator Garage Solutions (00:16:10)

🏢 Moisés’ Current Role at MiTek: Transforming the Construction Industry (00:20:26)

🌐 Why Now is the Right Time to Streamline Building Processes (00:24:27)

⚡ The Ten Commandments of Innovation: Principles for Sustainable Growth (00:26:16)

📖 The Universal Innovation Method: Developing an Actionable Framework (00:28:18)

🌎 Empowering Latin American Businesses Through Accessible Innovation Tools (00:29:55)

🧠 Why Defining Purpose is the Key to Successful Innovation (00:32:47)