This document discusses Procter & Gamble's shift from an "invent-it-ourselves" closed innovation model to an open innovation "Connect & Develop" strategy in response to stagnating innovation success rates and declining market performance. The new strategy aims to acquire 50% of innovations from outside the company by transforming R&D processes to engage over 1 million external innovators through proprietary and open innovation networks. This represents a strategic shift beyond optimization to engaging the company's management in an open, crowdsourced model focused on customer needs to sustain growth in a changing innovation landscape.