Julie Charlestein, CEO of Premier Dental, a healthcare company founded in 1913, explains the Premier brand of dental innovation and leadership in the industry. Julie then shares the company’s rebranding strategy for their B2B model to oral health professionals, best practices for product innovation and how the process evolves from ideation to commercialization, including their collaborative NPR team and intense review. Ms. Charlestein also talks about her leadership style to align company culture to follow and engage in the process of innovation. In the second half of her interview, Julie talks about the breakthrough and revolutionary product called, IZZO™.  Next, Ms. Charlestein gives advice to other CEOs on handling supply chain challenges. And finally, Julie talks about the unusual process during the writing of her upcoming book, How to Lead Your Family Business.