Innovation isn’t about doing more; it’s about doing it differently. True transformation comes from asking, “What if we didn’t do this process at all?” Sometimes the best solutions aren’t in what you add but in what you eliminate. This counterintuitive theme shined through in my interview with ELFA Innovation Advisory Council member John Cooper.

John Cooper is a visionary leader in the equipment finance industry, currently serving as Director of NA Financial Services Business Solutions at CNH Industrial Capital. With over 25 years of experience, he has spearheaded transformative initiatives, seamlessly blending operational expertise with IT modernization to drive innovation.

A Six Sigma Blackbelt and founding member of the ELFA Innovation Advisory Council, John’s forward-thinking approach emphasizes collaboration, simplification, and a deep commitment to enhancing the customer experience. His leadership continues to shape the future of equipment finance, making him a trailblazer in the industry.

John’s background and innovation philosophy are rooted in a career dedicated to transforming complex systems into streamlined, user-friendly solutions. From the start of his career journey, he’s consistently focused on simplifying operations through modernization and digitization. Key achievements include introducing express funding systems and creating digital workflows that revolutionized dealer experiences.

Commitment to human-centered leadership is the heart of John’s innovation approach. By prioritizing building trust and collaboration between business and IT teams, he fosters a culture of shared ownership and innovation. The formation of dedicated product teams ensures focus on impactful initiatives, such as customer-centric apps and modernized systems.

Curiosity, practicality, and empathy drive John’s innovation philosophy. He emphasizes asking the right questions to identify not just solutions but the processes that might no longer serve their purpose. His belief that innovation should focus on simplifying experiences for customers and employees alike continues to inspire transformation in the equipment finance industry.

“You can’t just go into a room full of executives and say, ‘AI is going to fix this.’ It’s not about the buzzwords—it’s about understanding your problem and finding the right tool to solve it.”

Interview Takeaways:

  1. What’s been the biggest factor in your success as an innovation leader?
    Collaborative partnerships between business and IT organizations, combined with a focus on understanding shared goals.
  2. What obstacles and challenges are you still working on?Balancing the scale of transformation with operational capacity remains a challenge. Managing legacy systems while launching innovative initiatives requires focused teams and strategic prioritization.
  3. What’s the best advice you’ve received when it comes to leading innovative pursuits?
    “You can’t solve the whole problem in one step. Focus on small, impactful changes that build momentum and confidence in the process.”

  4. What’s one key practice or tactic you keep coming back to?
    “The key practice I always come back to is simplicity. At CNH Industrial Capital, one of our cultural principles is to ‘make it simple,’ with the customer always at the center. Whether it’s for our internal teams, dealers, or end customers, I focus on streamlining processes and removing unnecessary complexity. It’s about avoiding over-engineering and putting out something that works well right away. From there, you build on it and get buy-in by sparking curiosity—people start asking, ‘What else can it do?’ That’s when you know you’ve created something that not only solves a problem but inspires further innovation.”
  5. What is one thing leaders can do today to shape a more awesome future?
    “Don’t get lost in the buzzwords. Understand your problems first, then identify the tools and strategies to address them effectively.”

John Cooper’s journey as an innovator underscores a powerful truth: the essence of transformation lies not in doing more but in doing things differently. His approach to innovation is built on challenging assumptions, asking, “What if we didn’t do this process at all?” By focusing on simplifying complexity and eliminating inefficiencies, John has consistently driven impactful change. Whether rethinking dealer experiences or streamlining operational workflows, his work demonstrates that true innovation isn’t just about adding new solutions—it’s about reimagining the problem to deliver what matters most.

If you want to learn more about John’s story, check out episode 17 for the full interview on the TomorrowZone Catalyst Podcast. Join the conversation and discover how to make awesome happen!