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Procter & Gamble’s Alan Lafley discusses managing organization-wide change in a CPG company with The McKinsey Quarterly.

“Currently, 25 percent of new products and technologies come from outside the company, but Lafley wants to raise that to 50 percent, so that “half would come out of P&G labs and half would come through P&G labs, from the outside.”

Lafley is pushing for more exposure to the outside world in other ways as well—for example, by establishing strong relationships with external designers, distributing product development around the world to increase what P&G calls “consumer sensing,” and even bringing John Osher, who invented the Crest SpinBrush electric rotating toothbrush, inside the company for a period to help make it more innovative.”