Herfried Schwarz, innovations manager at MAM, uncovered a practical perspective on new product development for the students of the MSc Marketing program in an in-class guest speaker session. MAM is an Austrian company that operates globally, where innovation is considered top priority not only by the respective department, but by the CEO and the senior management alike. A step-by-step guide on how the company MAM deals with new ideas and turns them into market success stories was shared, and an interactive debate was sparked in which questions from students were openly answered. We thank Mr. Schwarz for the insightful talk that was nothing short of inspiring for the students of the New Product Development and Brand Management class.