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b'A startup marketing veteran, Radhika Dutt is the author of the new book Radical Product Thinking. Her experience has taught her that we don\\u2019t need more products\\u2014we need radical products that create change. Our conversation this week covered everything from the overuse of pivots to avoiding digital pollution.\\nRadhika Dutt\\nRadhika Dutt is the author of Radical Product Thinking: The New Mindset for Innovating Smarter. An entrepreneur and product leader, she has participated in four acquisitions, two of which were companies that she founded. She has built products in industries including broadcasting, media, advertising technology, government, consumer, robotics, and wine.\\nDutt advises organizations from high-tech startups to government agencies on building radical products that create a fundamental change instead of optimizing the status quo. She also teaches entrepreneurship and innovation at Northeastern University\\u2019s D\\u2019Amore-McKim School of Business. Dutt cofounded Radical Product Thinking as a movement of leaders creating vision-driven change and is a frequent speaker at business events and conferences around the world.\\nShe graduated from MIT with a bachelor\\u2019s and master\\u2019s degrees in electrical engineering and speaks nine languages, currently learning her tenth.\\nEpisode Highlights\\nWhat makes a product radical? We had to start here. \\u201cA radical product is a product that creates change.\\u201d While some overuse pivots (which the market doesn\\u2019t always bear as Radhika notes), she advocates starting with a series of questions. First up? \\u201cWho\\u2019s world are we trying to change?\\u201d\\nAvoid Hypometricemia. While we have a wealth of metrics available today, Radhika suggests marketers focus on what matters most. \\u201cWho are you optimizing for? Is it local or global?\\u201d\\nAre you contributing to digital pollution? In Radical Product Thinking, Radhika notes that all of the products and media today add up to a lot of noise. \\u201cIt\\u2019s the collateral damage to the world from our products. It\\u2019s fraying the fabric of society.\\u201d\\nAnd it\\u2019s not just big tech. Because many fail to see nuance, big tech is blamed as the only digital polluter. But it\\u2019s all of us. That\\u2019s why we have to be responsible with our innovation, vision, products, and marketing.\\nWhat brand has made Radhika smile recently? Radhika shared one of the coolest smiles I\\u2019ve heard in a while. \\u201cIt\\u2019s probably a brand you\\u2019ve never heard of\\u2014Lijjat.\\u201d The India-based poppadum lentil cracker company is owned by 45,000 women who are all equal partners. \\u201cThey\\u2019re vision-driven\\u2014they wanted to create a dignified living for themselves and other women.\\u201d\\nTo learn more, go to the Radical Product Thinking book website and connect with Radhika on LinkedIn.\\nAs We Wrap \\u2026\\n\\n\\nListen and subscribe\\xa0at\\xa0Apple Podcasts,\\xa0Spotify,\\xa0Amazon/Audible,\\xa0Google Play,\\xa0Stitcher,\\xa0TuneIn, iHeart, YouTube, and RSS.\\n\\n\\nRate and review the show\\u2014If you like what you\\u2019re hearing, be sure to head over to\\xa0Apple Podcasts and click the 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review to help others find the show.\\n\\n\\nDid you hear something you liked on this episode or another?\\xa0Do you have a question you\\u2019d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show.\\n\\n\\nOn Brand is a part of the\\xa0Marketing Podcast Network.\\n\\n\\nUntil next week, I\\u2019ll see you on the Internet\\nLearn more about your ad choices. Visit megaphone.fm/adchoices'