Innovation Leader Profile: Robert Preville
By Deborah Reuben, CLFP
The future of innovation lies in solving problems people don’t yet know they have. Success doesn’t only come from delivering solutions, it can come from reshaping the way people think about their challenges. This was a primary theme in my fascinating interview with ELFA Innovation Advisory Council member Robert Preville.
Robert Preville is an accomplished entrepreneur and visionary leader, known for driving innovation at the intersection of technology and business. As the CEO and Founder of APPROVE, he is transforming the equipment finance industry with embedded financial solutions that streamline purchasing processes. With a strong background in B2B innovation, including founding GlobalTestSupply.com and pioneering work at MFG.com, Robert brings decades of experience in building scalable, impactful businesses. His role on the ELFA Innovation Advisory Council further underscores his commitment to shaping the future of the industry through forward-thinking insights and practical strategies.
Robert Preville’s innovative approach is rooted in relentless, incremental improvement rather than chasing light bulb moments. Drawing from principles like Total Quality Management, he emphasizes measuring and enhancing every aspect of operations, even when things aren’t visibly broken. By focusing on practicality and real-world value, he has consistently introduced solutions that reshape how industries operate. This mindset drives his work at APPROVE, where innovation is not just about adopting new technologies but using them to solve tangible problems and create lasting impact.
“Innovation isn’t about light bulb moments; it’s about relentless, incremental improvement. Measure everything, improve everything, even if it’s not broken. The real breakthroughs come from learning along the way.”
Interview Takeaways:
1. What’s been the biggest factor in your success as an innovation leader?
Robert credits his success to a mindset of continuous improvement, drawing on lessons from Total Quality Management to push for constant advancements without waiting for perfection.
2. What obstacles and challenges are you still working on?
He is currently tackling the difficulty of driving adoption for innovations that address less obvious pain points, requiring significant education and early adopter advocacy.
3. What’s the best advice you’ve received when it comes to leading innovative pursuits?
“Don’t get caught up in the hype. Evaluate new technologies with a critical eye, focus on practicality, and only pursue what delivers tangible value.”
4. What’s on the horizon; what are you working toward next? AND… what are you doing right now to get there?
“We’ve built our business by focusing on helping companies that sell equipment empower their customers to buy that equipment. But we realized something: these vendors often sell more than just equipment. They’re also selling supplies, consumables, and services that are critical to their customers’ operations. So, we’re working on something new: APPROVE Pay.
It’s a virtual trade credit solution designed for small to medium-sized businesses. The idea is to take the hassle out of trade finance—vendors won’t have to manage credit internally anymore. They can get paid upfront, while their customers enjoy flexible payment terms. It’s a win-win. This is the next step for APPROVE—building solutions that go beyond equipment and add value across the board. And honestly, it’s exciting to be tackling a problem that frustrated me in the past when customers didn’t pay on time. APPROVE Pay is about solving that pain point for others in a scalable, tech-forward way.”
5. What is one thing leaders can do today to shape a more awesome future?
Robert emphasized the importance of staying connected to the “trenches.” Leaders must creatively re-engage with day-to-day operations to maintain a pulse on customer needs and opportunities for innovation.
Robert Preville’s journey exemplifies the idea that the future of innovation lies in solving problems people don’t yet know they have. By tackling an often-overlooked pain point with a scalable, technology-driven approach, he demonstrates the transformative power of anticipating needs and creating practical, impactful solutions that align with the future of commerce.
If you want to learn more about Robert’s story, check out episode 23 for the full interview on the TomorrowZone Catalyst Podcast. Join the conversation and discover how to make awesome happen!
