Creating New Businesses for USG to Fuel Growth in Adjacent Spaces

How do you reinvigorate the spirit and culture of innovation in a mature business over 100 years old? 


Client Challenge



To reinstill the spirit of innovation in this 106 year old company, while creating a portolio of new businesses in adjancent spaces that leverage core competencies.

Using proprietary, experiential, team-based tools and techniques Creative Realities guided the identification, development and launch of a portfolio of new business efforts as well as the creation and launch of USG’s new internal growth engine, the New Business Ventures Group.

In just the first 3 years of working with CRI USG:

- created a long-term portfolio of new business ventures,

- launched six of them (in-market or pilot),

- created a number of new “centers of innovation” throughout the company.

Our partnership in innovation has continued for over a decade.

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"They are exceptional at building an internal following at every level of the organization. Our people enjoy being part of their programs and want CRI to keep helping. Their commitment is to the project, which means they need to facilitate effective communication up & down. Ours is a bottom-up culture and they know how to help us play to our strengths." -- Fareed Khan -- CFO US Foods, formerly President USG Building Systems