IBM

IBM's Rob Thomas on why companies fail at innovation—and how iteration fixes it

October 27, 2025 • 36m 39s View Original ↗Fortune Magazine ↗

Rob Thomas has spent more than two decades at IBM, rising from consultant to SVP of software and chief commercial officer. In this conversation, he explains why real innovation starts close to the customer, why reading is a core leadership habit, and how IBM is shifting from “lightbulb” AI experiments to business-changing “motor” outcomes. Subscribe to Fortune - http://www.youtube.com/subscription_center?add_user=FortuneMagazineVideo Fortune Magazine is a global leader in business journalism with 55 million monthly page views and a readership of nearly 32 million, with major franchises including the Fortune 500 and the Fortune 100 Best Companies to Work For. The new Fortune video channel dives into personal stories from business owners and entrepreneurs becoming successful in business and sharing their tips to help you reach your goals. Website: http://fortune.com/ Facebook: https://www.facebook.com/FortuneMagazine Twitter: https://twitter.com/FortuneMagazine TikTok: https://www.tiktok.com/@fortune

From Fortune Magazine