Procter & Gamble might not be the first name that comes to mind when thinking about a list of the Masters of Innovation. The company, more than 100 years old, makes products that most of us grew up with, and many of our parents grew up with. And many of those products hardly seem game-changing. Take Pampers for example. Or Crest. How about Tide? Good product, but hardly the iPhone.

With this in mind, when A.G. Lafley took over the helm as CEO in 2000, he saw that the way out of the struggles the company had at the time was through the portal of innovation. The process he took to do that is well documented in the book, The Game Changer, which was written with Ram Charan. A review of the book can be found in the April 14, 2008 issue of Businessweek, p. 73, “How P&G Pampers New Thinking.

As the article highlights, the distinctive feature of this book is the way in which it provides granular look at P&G’s process, elevating it above the typical philosophizing on the subject of innovation so popular in the press today.