Winning Innovation

A story of transformation, Winning Innovation illustrates a company-wide transformation of a magnitude that only superior R&D can make possible. It introduces principles for an innovation excellence transformation along with the parallel people transformation that is necessary for real change to occur. The result is a new culture based on respect and humility; highly efficient processes that deliver a wealth of innovations, sales, and profits for many years to come; and an owner who leaves a bright future for the people and company he’s known and loved his entire life.
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Lean-Driven Innovation

In 2005, Goodyear’s research and development (R&D) engine was not performing up to its full potential. The R&D organization developed high-quality tires, but the projects were not always successful. Goodyear embarked on a major initiative to transform its innovation creation processes by learning, understanding, and applying lean product development principles. Within five years, Goodyear saw its product development cycle times slashed by 70 percent, on-time delivery performance rise close to 100 percent, and throughput improve three-fold – all achieved with no increase in the R&D budget.
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Reviews & Endorsements

"When I first got to know Norbert Majerus at an LPPDE conference some years ago, I felt he was a remarkable man. He was sure of his deep knowledge, but he also was very interested in learning more, a lot more. This is a sign of a true lean practitioner. In Lean-Driven Innovation, Norbert shares some of his deep knowledge with us, and puts it in place with clear principles and real examples. He shows that focusing on true customer value — instead of the traditional focus on R&D cost — really pays off, and that building new value streams is the true objective for a product development organization. I love the last chapter Lean Never Ends, showing that the journey has just begun!"Peter PalmerSenior Manager Process Support, Scania, Board Member of LPPDE
"Norbert Majerus is a remarkable engineer and an extraordinary storyteller. This book tells the story of how he and his colleagues have taken their understanding of the basics of lean and applied it to the difficult task of product development. He is one of the few people I know who has so completely absorbed the concepts of the book, Factory Physics, that he has been able to apply them in a completely new environment—product innovation." Mark L. SpearmanCo-author of Factory Physics and Former Department Head, Industrial and Systems Engineering, Texas A&M University
"In Lean-Driven Innovation, Norbert Majerus brings insight and understanding to how Goodyear successfully applied lean principles to its R&D processes, and he offers readers the know-how and encouragement to do the same. The book is especially effective at showing how Goodyear has been able to make its R&D capacity visible and manageable, repetitively surfacing and resolving constraint issues and regularly improving the innovation process. These principles will help non-manufacturing processes far beyond R&D as well, such as administration, services, and healthcare." Peg PenningtonExecutive Director, Center for Operational Excellence, The Ohio State University
"Norbert’s work is a particularly impactful effort as it is not purely academic or theoretical, but rather based and vetted upon the years of hard-fought experiences and knowledge gained at Goodyear throughout its lean product development journey. Readers will undoubtedly gain insights into a number of promising continual improvement processes that may be applied at their companies for immediate and positive impact." Rich GildersleeveChief Technology Officer, DJO LLC
"A candid and well-told story of the process by which a strong and innovative engineering culture incorporated the powerful principles of lean product development." Don ReinertsenAuthor of The Principles of Product Development Flow,
"Lean-Driven Innovation provides a set of guiding principles for how to build an innovative organization that are based on science and hard-won experience. The principles are brought to life by great examples from Goodyear’s impressive lean transformation in R&D. This is a must-read for innovation leaders. Although based on a transformation in R&D, the thinking applies equally well to software development and other project-based knowledge work." Peter T. WardDirector, Center for Operational Excellence, The Ohio State University

About the Author

Norbert Majerus
Owner and Founder – Norbert Majerus Consulting Ltd.
Lean Champion, Speaker, Consultant, Coach, Book Author
Shingo Fellow and Prize Winner
AME Volunteer

Beginning in 2005, Norbert implemented a principles-based lean product development process at the three global innovation centers of The Goodyear Tire & Rubber Company. For more than a decade he was Goodyear’s lean champion in research and development.

In 2016, Norbert published his first book, Lean-Driven Innovation, which received the Shingo Research Award. Also in 2016, with Norbert’s guidance the Goodyear R&D organization applied for and received the AME Excellence Award. Norbert published his second book, Winning Innovation in 2022.

Norbert, born and raised in Luxembourg, has a Master’s degree in Chemistry from the Universitaet des Saarlandes, Saarbruecken, Germany, and worked most of the disciplines in the Goodyear innovation centers in Luxembourg and Akron.

Norbert has taught workshops and has spoken at many conferences in the United States and other countries. Since retiring from Goodyear in 2017, he continues to share his extensive lean expertise via Norbert Majerus Consulting and as a board member of LPPDE (Lean Product and Process Development Exchange).

Contact Norbert Majerus 

Organizations

Lean Product & Process Development Exchange
Board Member 

Shingo Institute
Faculty Fellow 

Association for Manufacturing Excellence
AME Volunteer 

Featured Press

How to Take a Novel Approach to Innovation on The Supply Chain Now Podcast
July 11, 2022

After leading a legendary R&D transformation during his tenure at The Goodyear Tire & Rubber Company, he turned to the written word to share his wisdom and insights on the application of #lean principles.

Join Billy Ray Taylor and Norbert for this episode of The Winning Link Podcast, where they discuss Norbert’s new novel, Winning Innovation, along with the importance of culture to transformation, how to formulate the right recipe for innovation, and more.

Listen to the podcast. 

Winning Innovation on Mind the Innovation Podcast
May 17, 2022

Innovations are critical for businesses. They help companies stay on top of new developments and allow them to implement new tactics in new and evolving markets and gain a greater market share. Innovation also helps create opportunities for higher productivity and a more productive workforce. A culture where all ideas are supported encourages employees to express ideas that may become catalysts for innovation.

Click here to listen to the podcast.  

This Time It’s Business Fiction? on the Blueprint Podcast
May 5, 2022

On this week’s episode of the Blueprint podcast we had an incredible conversation with Norbert Majerus, Lean Champion at The Goodyear Tire & Rubber Company and Author of Lean-Driven Innovation on his new book. This time it’s business fiction?

Click here to listen to the full episode. 

Shingo Institute Research Award
April 26, 2016

Lean-Driven Innovation receives the Shingo Institute Research Award