Chapter 3:
The Innovative Culture

“Corporations spend a lot of money encouraging people to be creative, while tacitly ensuring just the opposite.”

Arno Penzias,
New Partner Enterprises

Imagine an organization where employees take risks without fear of reprisals, and where employees can daydream or engage in creative brainstorming for hours. Imagine a room where all kinds of materials are readily available for tinkering. Imagine an organizational culture where innovation is a high priority. Imagine a playful, low-stress environment where people love to work.

For innovation to thrive, it has to become part of the DNA of an organization. Sadly, many companies relegate innovation to a few people over in product development. A truly innovative culture requires much more. In this chapter, we will look at how to build a truly innovative culture.