Innovation in a Reinvented World: 10 Essential Elements to Succeed in the New World of Business

Zuvo Water: Esterina Gentilcore, Social Responsibility Manager

“I'm almost dead to the term innovation, ” Esterina Gentilcore says good-naturedly.

“It used to mean that companies were taking something that was done in one fashion and totally revolutionizing how it was manufactured—it made the end user experience better and somehow improved your life. But now so many companies use the term to attract employees or investments or to become a client—it's what C-level people expect, but it's an overused term. The companies who do really cool stuff—consumers know it, use it, and feel it,” Gentilcore says with conviction.

Although working at her first start-up, Gentilcore acts like a seasoned pro, juggling the day-to-day tasks of Zuvo Water with that of managing the back-to-back schedule of CEO Andy Butler.

“I love the group dynamics. The people here are my coworkers but also my friends. I've been working here a few years now, and it's great when we've had these breakthroughs.”

Gentilcore has worn so many hats in the last two years that when it's an all hands on deck situation, she automatically knows what needs to be done.

“Every day is a great challenge that keeps me on my toes; whenever I walk through the door, it's something different,” she says. “I'm now an expert on everything! One day we had to package and ship 500 units, and we were all in it together—it's part of our culture.”

For Gentilcore, the toughest part in the beginning was trying to figure out things that she knew nothing ...