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T+L 35

Scientist, Takeda Pharmaceutical Company, Osaka
www.rozerem.com

Innovation A non-addictive sleeping pill
Backstory Last fall, Takeda began selling Rozerem, the first prescription insomnia medication with a new "therapeutic mechanism of action" in 35 years. Miyamoto (who declined to be photographed for this story) and his team of scientists at Takeda discovered a compound, called a melatonin receptor agonist, that targets two receptors in the brain's suprachiasmatic nucleus—the "master clock" that regulates your circadian rhythms. Unlike its main competitor, Rozerem is not habit-forming.

Chief relations officer, Schoeller Textil AG, Sevlen, Switzerland
www.schoeller-textiles.com

Innovation Fabrics that store and release heat
Backstory Phase Change Material (PCM), which stores a set temperature in its paraffin-filled microcapsules and then releases it when the ambient temperature drops, was originally developed for NASA. Huebner-Duetschler and her team discovered that it could be adapted for high- tech fabrics now used in jackets and gloves sold by BMW, Fownes, Hugo Boss, and Thermobalance.

Chief scientist, Cuisine Solutions, Alexandria, Virginia
www.cuisinesolutions.com

Innovation Perfecting sous vide preparation (cooking food "under vacuum" in a sealed bag)
Backstory Goussault's thermal circulator is now used by chefs like Thomas Keller and Joël Robuchon, who shrink-wrap food, then cook it at low temperatures to yield concentrated flavors. Airlines such as Air France, American, and Continental are using the method to prepare meals served in first-class. Goussault is now planning to open a meatpacking plant between Mali and Niger, where he will use sous vide to give meat a longer shelf life, so it can be shipped to other parts of Africa.

Chairman, Corporate Edge, London
www.corporateedge.com

Innovation Branding destinations for tourism
Backstory Considered the pioneer of destination marketing, Lodge has developed campaigns for New Zealand, Ontario, the Shetland Islands, and Wales. She also spearheaded VisitBritain, helping London land the 2012 Olympic Games. Since she launched the 100% Pure New Zealand campaign in 1999 tourism numbers have increased by 45 percent. She has also put Wales back on the map, by marketing it as the prime spot for exploring Celtic history. What's next? Ghana.

President, W Hotels Worldwide, New York City
www.alofthotels.com

Innovation The high-style motel
Backstory Klein, a visionary with a background in the fashion world, is turning his attention to remaking a treasured but tired American institution: the motel. His version, Aloft, debuts in Lexington, Massachusetts, next year, with an enlightened design scheme. Instead of fluorescent lights and polyester bedspreads, think plasma TV's, MP3 docking stations, and a landscaped backyard. Alofts will soon open in San Francisco, Tucson, Denver, and Philadelphia. By 2012, Klein plans to have 500 outposts around the world.

President of Madagascar
www.madagascar-tourisme.com

Innovation Conservation as a government priority
Backstory In 2003, Ravalomanana announced Durban Vision, his ambitious five-year plan to increase Madagascar's protected land to 10 percent of the country's area. Since then he has formed an agreement with |the Ministry of Environment, Water, and Forestry to give concessions to eco-resort builders and further protect tropical forests from those who practice slash-and-burn agriculture. Thanks to Ravalomanana's efforts, eight parks on the eastern part of the island have been nominated as a World Heritage Cluster Site.

CEO, SJ, Stockholm
www.sj.se

Innovation Advanced technology on trains
Backstory The first thing Forsberg did when he was hired to turn around SJ, Sweden's now privately run railway that carries 70,000 people a day around the country, was to eliminate fixed-ticket pricing in favor of a yield-management system. In less than two years, the company made a $25 million profit and Forsberg launched the world's first complete wireless Internet rollout on a train system. (By summer, most of SJ's 85 high-speed trains will be equipped with Wi-Fi.) His next project—improving cell-phone signals on trains—will be implemented in 200 cars by July.

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