The principle of the “idea box” often collapses in the face of internal resistance and the rigid processes of companies. However, some players are pushing these boundaries, reconciling industrial imperatives with creative dynamics, without sacrificing rigor.
In this context, Bertrand Barré charts a distinct path, oscillating between engineering, strategy, and knowledge transfer. Organizations that prioritize targeted experimentation over all-out innovation are seeing concrete results, far from mere announcements.
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Bertrand Barré: a fresh perspective on innovation and industry
At Bertrand Barré, the audacity to undertake is combined with a rare methodical precision. At the helm of the Groupe Zebra, which he founded in 1986, he has been instilling a vision of innovation from the Auvergne-Rhône-Alpes region that leaves nothing to chance. Here, industrial transformation is prepared, experimented with, and built on the ground. This leader, who claims the uniqueness of the Dombes and draws inspiration from Aimé Jacquet, shakes up habits and invites a re-examination of methods that operate on autopilot.
No ready-made formulas. Bertrand Barré relies on proven tools, drawn from thirty-five years of experience. His Vision Oblique method combines Design Thinking, Lean Startup, and internally developed processes to redefine the contours of innovation consulting. The Groupe Zebra, initially focused on industrial design, has built a portfolio of over 130 patents, supported hundreds of companies of all sizes, and guided the creation of more than 8000 products and services. This dynamic is not by chance: it is based on trust, co-construction, and the ability to organize collective intelligence.
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As an APM expert, Bertrand Barré also shares his experience on innovation management and transformation with various organizations. He speaks as an author and lecturer to stimulate leaders’ thinking on the importance of creativity rooted in industrial reality. To explore his approach, inspirations, and methods, visiting the Bertrand Barré website provides access to his analyses, articles, and concrete resources.
Why has creativity become an essential driver for industrial companies?
Creativity has established itself as a true lever for transformation in the industry. In the face of rampant globalization, the pressure from emerging markets, and the growing influence of giants like India or China, it is no longer enough to improve what exists. Innovation today occupies a structuring place, as fundamental as engineering was last century: it irrigates strategy, shapes offerings, and disrupts traditional business models.
In French engineering schools, with Centrale and Arts et Métiers leading the way, innovation has become an essential foundation of training. Industrialists are now scrutinizing solutions from other sectors: we have seen this with uberization, which has transformed mobility or disrupted services. Now, the ability to innovate no longer only pertains to product creation: it infiltrates everywhere, from services to logistics, from eco-design to the enhancement of territories, all challenges tackled head-on by public and private actors.
Daring means accepting risk-taking, allowing for experimentation, and crossing ideas. French industrial companies, sometimes lagging in international recognition of innovation consulting, are beginning to realize the urgency of this shift. Production is migrating to Eastern Europe or Asia: therefore, it is necessary to adapt quickly, integrate a culture of disruption, and build multidisciplinary teams capable of generating unexpected solutions.
Here are the main axes that are now essential in innovative industries:
- Permanent transformation of organizations to stay on course amid changes
- Active reading of weak signals and anticipation of changes
- Alliance between engineering and creativity to spark new responses
By cultivating this culture of creativity, the industry equips itself with a solid foundation, capable of facing the economic, environmental, and geopolitical challenges of the 21st century.
Dive into the world of Bertrand Barré: podcasts, readings, and resources to go further
The vibrant thinking of Bertrand Barré is expressed through multiple formats: publications, interventions, industrial initiatives. His book, “Innovate Just, Not Just Innovate”, published by Éditions Product Center, stands out as a reference reading to understand the Eye-novation method. The book candidly exposes the tension between innovative concepts and ground realities, while also addressing the ethical aspect of innovation. Barré shares 35 years of practice, offering applied benchmarks for leaders and teams eager to make a real impact.
The podcasts dedicated to his journey or his interventions in the APM network give voice to a player rooted in experimentation. The testimonials from entrepreneurs supported by the Groupe Zebra highlight the strength of the collective and the ability to rally around a clear vision. Auvergne-Rhône-Alpes, Barré’s anchoring territory, transforms here into a laboratory of ideas and practices.
The prospective dimension takes shape with the TexInnLab, a textile laboratory created in 2022 by Groupe Zebra and Chamatex. This project pilots the ASF 4.0 factory in Ardèche, supported by Salomon, Babolat, and Millet. The goal: to accelerate reindustrialization and invent innovative products, from thread to finished object, while anticipating circularity and recycling. Through these initiatives, Bertrand Barré builds bridges between industry, innovation, and territories, transforming each resource into a lever to reinvent the future. It is up to everyone to seize it, so that reality never ceases to surprise.